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.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

With increasing societal challenges, people are demanding decisive social action from brands now, more than ever – but this could come at a cost. Canvas8 spoke to Dr. Sourjo Mukherjee, a marketing professor at Audencia Business School, to find out how brands can court controversy without contention.

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?

From hotdogs to hot takes, Oscar Mayer is roasting the Oscars for the gender disparity in the Best Director alumni. People want legacy packaged goods brands to refresh their appeal, and many brands are demonstrating that call-out culture and comedy can be vehicles for engagement and connection.

British beer drinkers are increasingly favouring brands that support their community. UK brewery and chain Greene King has shown a remarkable response across a number of ethical challenges, from tackling its difficult past to supporting its pubs’ tenants throughout the pandemic.