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.

Canadian chain Pizza Pizza has launched a campaign offering 'fixed rate' pizza, promising no price increases for up to a year. As people face rising costs across everyday life, the initiative shows how brands may alleviate financial stress and help customers maintain some small luxuries.

Amazon has partnered with Grubhub to offer Amazon Prime members a year's worth of free delivery on takeaway purchases. With inflation applying pressure to people's wallets and driving up worries, many are increasingly on the hunt for discounts that allow them to still indulge.

KFC’s First Bite campaign is a tribute to the anticipation and delight that people feel when indulging themselves with their favourite foods. With pandemic restrictions easing, and with people looking for indulgence and comfort from dining experiences, how can brands bring back the appeal of eating out?

It’s a bleak time for UK consumers as they face rising food costs, as well as skyrocketing petrol, energy bills, tax, and mortgage payments. How can brands innovate, inspire, and demonstrate real value with a long-term view of sustainability in order to weather the storm?