As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

Uber is upping its sustainability cred by expanding its Uber Green program – which puts more electric and hybrid rideshares on the road – across the US. While many people crave sustainable choices, they’re hesitant to pay more for the pleasure, so Uber’s $1 surcharge may put them off.

Climate concerns are reshaping the ways that brands operate across sectors. In the auto industry, this has manifested in the adoption of hybrid and electric drivetrains – but how else can manufacturers tap into eco sentiments? And how are luxury brands making green machines more appealing?

In the wake of renewed scrutiny around the environmental impact of mining cryptocurrency, Elon Musk has announced a pause in Bitcoin transactions for Tesla sales. Critics view the move with scepticism, given Musk’s personal investment in dogecoin, and it could end up undermining the entrepreneur.

The Solutions Project is a US-based organization with a vision for 100% clean energy for 100% of the population. It works towards this through community-driven solutions, inspires people with stories about everyday (s)heroes, and builds strategic relationships between unlikely allies.