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.

In the Understanding Allyship Deep Dive, we explore how brands reacted to the BLM protests in 2020, unpicking how people want them to show support and the consequences of offering only surface-level action. What role should individuals and businesses play in tackling social issues?

Ben & Jerry’s have announced plans to cease selling products in occupied Palestinian territories. Opinions in the brand’s heartland of the US remain heavily divided over where their sympathies lie in the conflict, but Ben & Jerry’s consistency and authenticity are resonating with many.

The death of George Floyd led to an outpouring of support for racial justice through IRL protests and social media posts – but what actions do people regard as genuinely helpful to the cause? Canvas8 polled 1,000 Americans and spoke to eight individuals to understand what it means to be an ally.

The US Supreme Court's decision to consider the legality of Mississippi's abortion ban could trigger a cultural and societal rift. As people increasingly choose to buy products that align with their values, brands that take a strong position on this issue stand to win (and potentially lose) loyal customers.