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.

People actively choose not to shop from companies with poor pay equality. As demand for transparency increases and many companies’ pay policies become public, values-based shoppers are buying from places that prioritize equal pay so equity-minded brands can highlight positive pay structures.

More women may be taking part in sports but sexism is still rife in the industry. A study led by Monash University has identified acts of discrimination that women have faced in an Australian netball and football club over a period of six months, underscoring a need to tackle these issues.

The launch of Nike (M) marks a turning point in the visibility of active women who want to continue exercising while pregnant and during the postpartum period. Historically underserved, Nike is catering to women looking for activewear that suits and supports the needs of their changing body.

As the pandemic pushed people to get comfortable with the virtual world, AthletaWell is capitalising on the digital boom to court interest online. The brand’s platform helps users to stay well in every way, whether that’s by offering fitness classes or mental health check-ins.