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 past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

The individualised and relentless self-improvement narratives of the ‘girlboss’ are being shunned by women who are favouring collectivism and the notion of ‘girlunions’. With girlboss out and girlunions in, brands have an opportunity to help women build collective power and progressive community.

A Gallup poll reveals that public support for unions in the US has climbed to a 56-year high. And while membership remains low, Gen Zers and younger Gen Yers are leading the way in greater union organizing efforts as they push back against their work arrangements.

The changing nature of work, combined with precarity caused by COVID-19, is igniting an interest in a neglected model of worker-led leadership: unionization. Secretly Group Union is blazing a trail by championing the rights of the collective to safeguard jobs in the creative industries.

Digital platforms have rewritten the contract between employees and companies, but a growing number of gig workers and creators are starting to push back. How will the growing demand for better support and pro-unionization sentiments impact this burgeoning part of the economy?