Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

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.

Hoping to redress the gender bias in a world designed for men, Under Armour has launched a new running shoe specifically for women. Dubbed 'Flow Synchronicity', the shoe was designed through research on female-specific foot anatomy, offering women performance footwear that caters to their needs.

The surging popularity of women’s sports is leading more and more brands to back athletes through investments and sponsorships. Fans are increasingly vocal about the need to address discrimination in the sports industry and want brands to prioritize allyship over return on investment.

With interest in women's sports surging, brands are doubling down on their commitments to diversify the sporting landscape. In recognising the power of defining sporting moments, and launching initiatives to boost inclusivity, Adidas is embracing a new era of sports participation and fandom.

From what we buy, to what we watch, and even who we date – algorithms increasingly influence people’s decisions. Once largely unknown and invisible forces, people now have a greater understanding of what algorithms do and are beginning to wonder how much control to cede to the machine.