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?

After discovering that ‘Oreo’ is the 6th most popular name for black and white pets, Oreo has partnered with two of the largest pet rescues in the UAE to help re-home abandoned pets. The campaign aligns with Oreo's playful identity, while also making a real difference for animal lovers.

With the cost of living soaring, millions of Britons have been forced into food poverty. In response, the Community Shop Group is providing access to discounted products for those who need them, as well as community hubs and kitchens – redefining social responsibility through grassroots initiatives.

Growing up in a ‘food desert’ means serious repercussions for young Britons, whose inability to access nutritious food leaves them at a significant disadvantage in life. Canvas8 speaks to youth campaigner Christina Adane about the power of youth activism and the role of brands in championing change.

In response to the rising cost of living, Deliveroo has partnered with foodbank charity The Trussell Trust to create an initiative that aids Britons facing food insecurity. With people across the country looking for ways to mitigate rising prices, how can brands best show their support?