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.

Shoppers are looking to their favourite brands to provide immersive, in-person experiences post-pandemic. But how do companies reset their retail strategy without damaging brand identity? Gucci Circolo Shoreditch delivers an experiential retail space offering a fresh insight into house codes.

Lush has announced it’s leaving most of its social media platforms, citing concerns over safety and the effect those platforms can have on mental health. The move points to opportunities to innovate the ways in which businesses and consumers connect in a time of growing social media fatigue.

In April 2019, bath bomb aficionado Lush declared it would be suspending its UK social media accounts. As people begin to experience ad fatigue – and brands become slaves to social media algorithms – how is Lush building real relationships with its community of #Lushies?

Lush has launched a mood-boosting bath bomb that encourages people to switch off their devices and enjoy a long, hot bath. The brand is also donating money raised from the bath bomb to a fund that supports grassroots groups that focus on mental health and well-being.