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.

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.

Dupes – skin and beauty products that perform near-identically to brand name mainstays and holy grails – are on the rise. Blogs and TikTokers help savvy consumers to get the effect they want without breaking the bank, meaning that brand names might struggle to maintain loyalty and keep up.

Tesco's 'reverse supermarket' aims to ease the pressure of the cost of living crisis by providing food to households experiencing economic hardship. This support comes at a time when people are searching for alternative forms of authority and assistance as government policies are failing.

Australians are feeling the pinch of the rising cost of living, with the country witnessing the fastest annual pace in its Consumer Price Index since 2001. But while many grapple with their bills, others are still in the click-and-spend mindset, especially if they’ve come across a good bargain.

John Lewis Partnership is providing staff with free breakfast and lunch over the winter period to help with the cost of living. While forms of assistance of any size are appreciated, there are rising expectations around more tangible improvements employers can provide their staff.