Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

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 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?

High-profile examples of woke-washing and green-washing have made many people sceptical of brands’ social activism, perceiving their efforts as profit-driven. Canvas8 spoke to Tulsi Achia, a social psychologist and allyship specialist, to learn how organisations can best signal their solidarity.

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.

As Black Lives Matter hit peak global attention following protests in summer 2020 that began in the US, Britons have been coming to terms with the systemic racism closer to home. Canvas8 polled 1,000 Britons and spoke to eight people to understand what it means to be an ally.