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?

With the cost of living surging in the UK, food security is becoming a bigger problem. For those on the cusp of food poverty but disqualified from food banks, social supermarkets plug a gap, letting Britons purchase surplus food at heavily discounted prices or by paying what they can.

The appetite for cookbooks surged during the pandemic as at-home cooking became the norm for many people confined to their homes. Ruby Tandoh, author ofCook As You Are, is among a new generation of writers stepping up to make food writing less elitist and more accessible for all.

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.