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.

During pandemic lockdowns, many Britons got into the habit of buying groceries locally and/or online, with ethics, provenance, and convenience becoming central factors in their decision-making. As the UK emerges from the crisis, how can brands in the sector adapt to these new priorities?

As the economic fallout of COVID-19 is exacerbated by credit cuts and climbing energy bills, 3 million households are struggling to afford essentials. With governments failing to step in with tangible solutions, rather than aim at aspiration, people want brands to support lower-income households.

Britons are feeling increasingly passionate about reducing their food waste footprint and buying from more ethical brands. Community-focussed app Too Good To Go is helping diners eat in a more sustainable way, connecting them with popular restaurants and cafes that want to shift their leftovers.

Wagestream lets people see what they have earned in real-time and can provide access to their wages at any time during their pay cycle. This can prevent people from going into overdraft or taking out expensive payday loans – particularly important during the financial uncertainty of the pandemic.