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.

Behind wistful fairytales of traditional Christmasses, surprisingly serious messages of conservatism and anxiety are hiding in this year’s festive ad campaigns. Canvas8 spoke to expert semiotician Soma Ghosh to find out why this year the frivolity and magic isn’t quite so convincing.

Deliveroo’s 2021 Christmas campaign seeks to rescue clueless gift givers by providing them with animated suggestions for great gifts. With worries around supply chains threatening access to traditional Christmas gifts and food, the campaign suggests fun alternatives to keep the festive spirit going.

With the pandemic adding stress to an already chaotic time of year, Gousto wants to make it easier than ever for people to put their feet up and relax on Christmas Day. The brand is offering a selection of home-delivered meals that can be cooked in an hour and cater for everyone around the table.

The Institute for Fiscal Studies finds that Britons are unlikely to spend big over Christmas 2021, despite accumulating high levels of savings. With this shopper mindset, companies would do well to cater to more mindful experiences that express a more modest image of the holiday season.