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.

Ghana's The Vintage Gala is challenging fast fashion by repurposing the huge volume of second-hand clothes that flow into the country from places like the US. As expectations around green practices and authentic solutions heighten, every aspect of a brand's supply chain is being scrutinised.

CORE Electric Cooperative has partnered with FarmBox Foods to launch a reforestation program to rehabilitate forests along Colorado's Front Range. As people demand immediate and substantial action around climate change, brands face pressure to show true environmental stewardship.

What do younger generations consider to be aspirational? Amid rising environmental concerns and an acute awareness of how purchasing choices reflect one’s personal brand, there’s a new landscape for coolness that has nothing to do with novelty. Now, Gen Yers and Zers are asking: ‘will it last?’

Amid global turbulence, shoppers have become more conscientious about workers’ rights and environmental justice – values they want to see translated into all aspects of their lives, including their consumption. How can brands make genuine efforts to provide their audiences with greater transparency?