The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

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.

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.

Bud Light's partnership with trans influencer Dylan Mulvaney has received a polarized reception, sparking backlash among Republicans while resonating with many women and young people. As political divides grow, brands are increasingly expected to be transparent and proactive in their values.

LGBTQ+ publisher Gay Times has launched an out-of-home campaign to mark Trans Day of Visibility, showing the trans community of Britain that they are loved and supported. The initiative uses visibility as a means to counteract the systemic prejudice that forces trans people to stay silent.

Healthcare needs for the LGBTQ+ community have been largely overlooked in the US. Folx, a company that provides plans, advice, and information, is one of a new breed of healthcare services that are using digital platforms to address the needs of marginalized communities.