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.

The birdwatching boom that started during pandemic lockdowns simultaneously indicates a novel, deeply wholesome cultural mood and an emerging signifier of what’s ‘cool’ among American Gen Zers and Gen Yers. How can brands tap into people's newfound appreciation for nature and the outdoors?

African Americans experience unique challenges and risks when participating in activities like birdwatching or exploring certain nature pursuits. As such, events like Black Birders Week are emerging in response to demands for greater equity and support for maginalized groups in outdoor spaces.

JanSport’s line of adaptive bags aims to appeal to people with disabilities looking for function and fashion on the move. As people become more vocal about the inclusive changes they want to see in clothing and accessories, launches like these demonstrate how some brands are taking heed.

Reebok has unveiled two pairs of adaptive trainers that are designed so they can easily be used by those with limited mobility, difficulties using their hands, or prosthetics. Both stay true to the brand’s aesthetic heritage and show the value in creating products that can be used by all.