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.

Tesco consulted with a range of groups to create its 2022 ‘Together this Ramadan’ campaign as the supermarket seeks to authentically represent the intricacies of the Iftar experience. People want brands to show a genuine cultural understanding in comms rather than tokenism and virtue-signalling.

COVID-19 showed that having a fast and reliable internet connection is no longer a luxury but a necessity. OneWeb’s low-orbit satellites aim to provide access to those in even the most remote areas, and a partnership with BT means big things are on the horizon to tackle the digital divide.

In the wake of the COVID-19 pandemic, young Aussies are searching for businesses that replace ‘brand purpose’ with personality and bring a human touch to the corporate world. So, what can brands do to meet these expectations? How can they demonstrate their empathy to win loyalty?

Season two of Bridgerton has been praised by the South Asian community for going beyond representation and authentically portraying Asian culture with detailed references to language, aesthetics, and music. A deep understanding of cultural nuances was foundational to connecting to this audience.