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.

As climate change becomes an increasingly pressing issue, people believe they’re already doing enough and some don’t see a need to change their behaviours. The enormity of climate change can hinder rational decision-making and cause some to overestimate the impact of their eco efforts.

To meet the ever louder growing call for companies to adopt ethical practices for social and environmental issues, Starbucks has announced efforts to improve diverse relations with suppliers and media partners, aiming to serve customers who want to support companies that align with their values.

Gen Zers are often described as the eco-conscious generation, but despite growing pushback against fast fashion brands, ecommerce giant, Asos, has remained resilient over the last year, bringing affordable fashion to a large proportion of young consumers.

Gen Zers are increasingly prioritising banking that’s both ethical and sustainability-minded. Tomorrow, a challenger bank founded in Germany, positions sustainability as its top goal, leading the way for brands to merge necessary service offerings with values-driven behaviours.