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.

Computer Cowgirls is an NFT fundraiser launched to support reproductive rights among the digital community following the new ruling on Roe v Wade. With interest in DAOs rising, people are channeling newly found digital skills and resources into carrying out on-the-ground philanthropic work.

Challenging old stereotypes, Barbie has found a new look and purpose as a vlogger. The iconic doll now has a YouTube channel to discuss difficult topics and be a positive role model. How is Barbie using a new platform to appeal to parents and children, while empowering Gen Alphas in the process?

Balmain is collaborating with Barbie to create a ready-to-wear genderless line inspired by the doll's aesthetics with an NFT of dolls wearing Balmain apparel available for auction. The move demonstrates the value of nostalgia while simultaneously updating classic iconography with modern values.

Non-fungible tokens offer a way for people to digitally own everything from a tweet to a GIF of an NBA play via blockchain technology. How might they forge meaningful connections between fans and their idols? And how can brands sustain engagement with the tech beyond the initial hype?