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.

Getty is opening access to 30,000 images of the Black diaspora as part of an initiative to raise awareness of the history of Black people in the UK. The project demonstrates how organisations can draw attention to the achievements and contributions to society of maginalised communities.

As people put pressure on brands to make sustained change when it comes to diversity and inclusion, they're seeking out media that focuses on a range of lived experiences. In response and to mark Black History Month, Apple has launched a content series highlighting Black experiences and achievement.

Amid a societal push for equality and inclusion in the US, consumers are calling on organizations to champion the voices of Black-owned brands and the people behind them. Black Connect is a non-profit that's mentoring, funding, and advising Black businesses to help them overcome economic biases.

The beauty industry still has a way to go to meet the hair care needs of the Black British woman. And while new brands are emerging to fill this gap, fuelled by active digital communities, their IRL offerings often leave much to be desired. So, how can the sector evolve to become more inclusive?