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.

Conversations about sustainability are no longer enough. As it becomes all but certain that global heating will increase beyond the 1.5°C of the Paris Agreement, the effects of climate change are already a reality for many communities worldwide. People are not only sensing the urgency of the matter but are re...

British beer drinkers are increasingly favouring brands that support their community. UK brewery and chain Greene King has shown a remarkable response across a number of ethical challenges, from tackling its difficult past to supporting its pubs’ tenants throughout the pandemic.

We all love chocolate – but at what cost? As people take a greater interest in the ethics of the food they eat, Tony’s Chocolonely is working to make the chocolate industry 100% slave-free. It’s combining sweet indulgence with social impact to hook people onto its cause – and its chocolate.

Demands for transparency from the fashion industry are widespread, with people demanding that brands foster ethical practices right through to their supply chains. The Pakistan Accord helps this cause become legally binding, aligning with the values of shoppers as well as protecting workers.

Gen Zers are expecting brands to take a stance on societal issues and highlight opportunities for change. For brands to resonate with this cohort and gain their loyalty, they're being asked to actively align with political values that resonate with those who want their voices heard.