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.

After years of focusing on bringing joy to people through its ads, Cadbury has shifted its marketing to better resonate with current times. The brand pivoted its messaging to focus on togetherness and generosity, enabling it to resonate with conscious consumers amid global uncertainty.

With digital connectivity more important than ever in the wake of the pandemic, a stark digital divide has become apparent in the UK. Vodafone’s Everyone.Connected campaign is aiming to combat this by boosting the digital literacy skills of vulnerable people and improving access to online spaces.

Love Islandfinalist Tasha Ghouri has partnered with Cadbury Fingers and the National Deaf Society to encourage people to learn even just a little sign language. Diverse representation from brands is increasingly considered the standard, helping to make minority groups feel included.

Research has revealed the extent of the digital divide between rich and poor households in the US. While the pandemic triggered an unprecedented digital surge, it’s important that brands remain conscious of the accessibility issues rendered by rapid digitization.