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?

Attempts to show solidarity with the LGBTQ+ community at the World Cup in Qatar were effectively silenced as fans wearing rainbow-coloured clothing have been stopped from entering stadiums. While usually a unifying and celebratory event, the tournament is stoking existing divisions.

Every Pride month, social media feeds explode with branded Pride campaigns and rainbows suddenly adorn the products on our shelves. But which campaigns are actually resonating with audiences? And how can brands ensure that their support for LGBTQ+ communities makes a difference?

As streaming has become a cultural force in households across the US, people are seeking out services and content that speak to their lived experiences. With a focus on LGBTQ+ programming, WOW Presents Plus is offering just that for a community that has been historically underrepresented.

As the LGBTQ+ community face fear of discrimination when travelling abroad, Booking.com has launched the Travel Proud program to help ease their concerns. By coaching staff about problems faced by LGBTQ+ people during transit, it's hoping to make journeys a more inclusive experience.