Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

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.

As people take an interest in the corporate composition of their favourite brands, they're expecting them to step up and lead on ethical standards. Research finds that UK consumers are influenced by data on the gender pay gap, opting out from brands that fall short. We explore theinsightsbehind this and why convenience also plays a role.

In the wake of the Black Lives Matter movement being reignited by the death of George Floyd, brands are taking to social media to express solidarity and support. But as people expect increased transparency and accountability from companies, they are being asked to ‘pull up or shut up’.

The company Awaken aims to create a compassionate space for uncomfortable workplace conversations. Running thought-provoking workshops around inclusion and social justice, its principles are built on long-term commitment to DEI, rather than knee-jerk reaction initiatives.