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.

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?

People are turning to open banking methods to help cushion the blow of the cost of living crisis, embracing overdrafts, credit cards, budgeting, and BNPL services. As people adapt the way they are spending money, further education is needed to ensure they are aware of the best methods of saving.

HSBC is supporting its trans staff by funding their gender-affirming treatments. In doing so, it's positioning itself as an active ally to the LGBTQ+ community, going beyond Pride-related corporate lip service to demonstrate how businesses can foster a truly inclusive environment.

As the cost of living crisis ensues, debates within the media and changing support from the government has left many Britons feeling unsupported and vulnerable. In response, Martin Lewis, a financial journalist and broadcaster, is putting people first and helping them to navigate economic turmoil.

Britons are chopping up their financial lives, distributing bits and pieces among a range of providers, trying to chase the best interest they can earn. As the notion of a bank as a static storage place erodes, how can brands cater to this segment of savers and their penchant for playing switcheroo?