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.

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

How are impulses towards both collectivism and individualism manifesting? Why are people looking for help building a bold and beautiful future? What’s the antidote to the hesitancy surrounding climate action? And how is misinformation impacting life post-lockdown?

Doing good makes you feel better. That’s according to researchers at the University of Hong Kong who find that random acts of kindness benefit mental and physical health. As COVID-19 inspires people to trade individualism for collectivism, brands can point out the perks of being kind.

A speedy vaccine rollout has many people eyeing up the return of live entertainment. Yet while there’s a pent-up demand to attend gigs and stage musicals, safety concerns remain. Canvas8 polled 1,000 Britons and spoke to nine individuals to find out whether they’re ready for live events.

Ideologies once considered fringe are becoming more prevalent across society. One example is the anti-science movement, which has moved into the mainstream, opening up opportunities for brands and individuals to work together to combat the spread of potentially dangerous beliefs.