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.

Boomers may have grown up alongside the hippie movement, but Gen Yers and Zers seem decidedly opposed to their contemporary social and political views. Are older Americans as conservative and self-serving as the ‘OK Boomer’ insult makes them seem? Or are they still keen activists?

From NGOs working to drive voter turnout to tech influencers reviewing the latest gadgets, Latinx Americans are engaging civically like never before, actively changing the consumer and political landscape. How can brands tap into this comprehensive network of young activists?

On the 49th anniversary of Roe v Wade and as a Texas ruling reignites the debate surrounding abortion rights, OkCupid's unapologetically pro-choice stance is an example of how, in an age where silence speaks for itself, brands are getting political and sticking their head above the parapet.

From Aunt Jemima’s rebrand to the renaming of Uncle Ben’s rice, 2020 saw companies rethink their branding in response to the Black Lives Matter protests – and these changes are well-received by many. But opinions are split when it comes to whether these actions will actually make a difference.