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.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Arsenal partnered with adidas to wear an all-white kit for its early January 2022 FA Cup 3rd round match vs Nottingham Forest. The North London football club dropped its iconic red home kit as part of the ‘No More Red’ initiative which aims to tackle knife crime and youth violence in London.

Marcus Rashford features in a Google campaign that looks at cultural differences and encourages people to ask questions they may be embarrassed to. With people increasingly expecting openness and authenticity from brands, the ad shows the importance of asking questions.

Traditionally, football has been a key component of regional and local identity in England. But with the Premier League now defined more by wealth than locality, fandom is increasingly divorced from its local roots. What does this mean for the future of the nation’s favourite sport?

The weekly pilgrimage to a stadium may have defined football fandom in the past, but people nowadays have a breadth of ways to engage in the beautiful game. From ‘dark social’ discussions to artsy magazines, passionate support goes far beyond simply spectating.