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.

The humanitarian crisis in Ukraine has led to a novel form of donating money, as people book Airbnb in the country with no intent of using them. For some, this creates a better sense of connection with those they are helping, removing a layer of the anonymity involved with regular charity donations.

Light-hearted deepfake app Reface is becoming a serious source of anti-war information and support on an international scale. People across Europe are feeling connected to the crisis in Ukraine and want groups, brands, and even their government to respond to the country’s plight.

In the US, the pandemic exacerbated social and political rifts – with polarized visions of the world becoming even more acute. With the aim of combating such divisions, The Human Library provides people with the chance to discuss contentious issues with others outside of their social network.

While summer 2021 saw the relaxation of COVID-19 regulations in the UK, people have been encouraged to take personal responsibility for limiting the spread of the virus. So, how are Britons balancing their newfound freedom with the shared goal of overcoming the crisis and protecting others?