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.

With school set to be an unspecified combination of online learning and IRL lessons through 2020 and for the foreseeable future, parents are altering their usual back-to-school shopping list. Expensive additions like desks and headphones are being added alongside the usual gear.

Back-to-school season has brought conflicting feelings for parents who are seeing their children off to classes for the first time since the start of the pandemic. As COVID-19 wears on, so does the debate about how to keep kids safe. How can moms and dads be helped to manage their concerns?

Public Health England is offering free psychological training to carers and parents so that they can provide immediate support to children. With young people impacted by the pandemic and health services stretched, the scheme looks to put control into the hands of concerned families.

Raising a family has always been expensive. But for many moms and dads in the US, squeezed budgets and rising social pressures mean they’re having to get creative to make ends meet. How are brands and fellow parents helping families to care for, feed, and clothe their little ones?