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.

Bank of America has upped its minimum wage to show it cares about its employees. It comes at a time when people’s relationship with work is in flux, and they’re paying particular attention to levels of empathy from employers, driving companies to up their responsible pratices.

As swathes of people have been quitting their jobs in 2021 amid the Great Resignation, businesses have been competing aggressively to attract young talent. As this race heats up, it has shot up average pay for both university graduates and secondary school leavers in the UK.

Price rises and tax increases have created a gloomy economic picture for Britons who are only just starting to feel the crippling impact of the increased costs of living. Now, they are on the hunt for ways to save money and brands that can help them score a much-needed bargain.

It’s a bleak time for UK consumers as they face rising food costs, as well as skyrocketing petrol, energy bills, tax, and mortgage payments. How can brands innovate, inspire, and demonstrate real value with a long-term view of sustainability in order to weather the storm?