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.

McDonald’s Finland has partnered up with deaf Finnish rapper Signmark to translate its iconic jingle into a fully inclusive sound logo. By doing so, the company is taking action to include and represent the deaf community, attempting to ensure the brand is accessible and understandable for all.

Starbucks has opened its first community store concept in Taiwan, which is focused on being a local hub. Although the initiative is admirable in its grassroots goals, it highlights a tension between the brand’s statements of inclusion and its actions against mobilising workers.

Harlem Chocolate Factory utilizes the New York neighborhood’s cultural roots and heritage in order to weave an engaging narrative around its products. By blending comfort food with nostalgia to create a unique product, the chocolatier is resonating with customers through localized appeal.

Gen Yers are finding solace in chocolate and candy snacks from their childhood, especially when faced with the stressors of true ‘adulting’ and post-pandemic pressures. This has prompted brands to update nostalgic tastes with contemporary values of health, sustainability, and functionality.