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.

In the wake of the COVID-19 pandemic, young Aussies are searching for businesses that replace ‘brand purpose’ with personality and bring a human touch to the corporate world. So, what can brands do to meet these expectations? How can they demonstrate their empathy to win loyalty?

Due to the pandemic, societal issues, and environmental concerns, many people are reassessing their career. One effect of this great career revision is that many people have decided to swap jobs in the corporate sector for ones with a more positive social impact.

After an Australian woman started a ‘reverse advent calendar’ to inspire her kids to give back during the Christmas period, the idea is gaining traction and highlights people’s desire for purpose and empathy. And it’s pushing brands to step up their social awareness and efforts to do good.

As Americans become more socially and politically engaged, they want to support brands that share their values. Progressive Shopper clues online shoppers into a brand’s political affiliations, offering liberal Americans a chance to put their money where their mouth is.