In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Supportive social relationships are essential for our mental health, but restrictive gender norms have long discouraged emotional openness between men. With its ‘broquet’, non-profit Gotcha4Life is hoping to prompt ‘everyday blokes’ to open up to one another and show emotional support.

Values tend to be consistent throughout adulthood, guiding all manner of daily decisions and long-term goals, but major events have the power to reshape beliefs on an individual and societal level. How might COVID-19 transform Britons’ deep-rooted principles, and what could this mean for brands?

After years of focusing on bringing joy to people through its ads, Cadbury has shifted its marketing to better resonate with current times. The brand pivoted its messaging to focus on togetherness and generosity, enabling it to resonate with conscious consumers amid global uncertainty.

Doing good makes you feel better. That’s according to researchers at the University of Hong Kong who find that random acts of kindness benefit mental and physical health. As COVID-19 inspires people to trade individualism for collectivism, brands can point out the perks of being kind.