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.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Aldi Australia has launched a campaign that encourages shoppers to visit different grocery stores – as long as they 'shop Aldi first'. With this message, the supermarket is attempting to show empathy by acknowledging the dynamics of loyalty in the context of an economic crisis and shifting beliefs.

UberEats has recruited Kris and Kendall Jenner for its ‘Get Almost Almost Anything’ campaign, through which it makes the humorous admission that you can’t get everything on the app. Tapping into a desire for transparency while harnessing star power, it's a refreshing alternative to over-promising.

Blanding – the use of monochromatic or minimal design that defined the 2010s – is fading in relevance. Fresh out of lockdown, consumers want the brands they choose to be bold and unique, as well as authentic and transparent. So, how can brands pivot to reflect these changing trends?

With its focus on authenticity and humour, TikTok isn’t the most conducive channel for branded content. However, ultra-low-cost carrier Ryanair is embracing the creativity of the social media platform through its witty videos, which have been extremely well received by the public.