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?

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.

Dove has launched a training course to guide game designers on creating avatars that better represent women. As Gen Zers flock to virtual worlds for entertainment, this move shows the brand's awareness of how even digital recreations of the human body can fuel appearance-related anxiety.

Italian luxury brand Furla has launched a partnership with She Is The Music to address gender disparities in the music industry. The collection aims to foster equitable opportunities for the next generation of women in music, demonstrating how brands can authentically ally with social causes.

As people grow more aware of social justice issues, there’s greater pressure on brands to meaningfully champion diversity, equity, and inclusion to stay in step with consumers. Dr. Martens’ track record of authentic campaigning and cross-pollination with LGBTQ+ communities is meeting these demands.

NYX Professional Makeup’s PROUDLY PRO-YOU campaign is an extension of its staunch commitment to diverse representation and inclusivity within the world of beauty. How are the brand’s direct and practical actions reflective of new consumer expectations around allyship and authenticity?