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.

Beauty brand Lux has launched a campaign starring South African athlete Caster Semenya, who was banned from competing in the Olympics because of her differences in sexual development. The brand is aligning with shifting attitudes to gender norms as people push for more inclusivity.

The Russian decision to invade Ukraine has led to outcries and recrimination from many. In times of crisis, people want to see brands step up to support afflicted communities and they're increasingly critical of moves that feel rushed or executed to virtue signal instead of to serve.

Launching during a pandemic is risky, but for essentials brand Arfa, it was a chance to demonstrate its core belief: community comes first. With people looking for products to meet more than their basic needs, can Hiki by Arfa’s approach set a new agenda for marketing deodorants and body wipes?

As the pandemic caused a surge in gas prices around the world, many people have become concerned about the cost of heating their homes. In the UK, Octopus Energy has emerged as a stable, trustworthy, and transparent option for those looking for a new supplier in troubling times.