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.

In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

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.

In Japan, as middle-aged men become more conscious of how they look, they're turning to cosmetics – particularly as the idea of ‘skin health’ for all is normalised. Brands have the opportunity to help men ease ageing-related anxieties and boost self-confidence with targeted products.

In Japan, menstruation classes are becoming more commonplace across local schools and companies. As demand for honest conversations around taboo subjects increases, these initiatives are a space for people who menstruate to feel heard, while fostering greater understanding and empathy from others.

Skincare aficionados may have spent the best part of the 2010s championing K-beauty, but amid the uncertainty of the pandemic, Japanese rituals have gained fresh relevance around the world. How is J-beauty balancing old and new wisdom to meet evolving consumer needs?