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.

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.

A new Tena ad campaign, #LastLonelyMenopause, spotlights the realities of menopause and aims to shift the narrative by reframing the experience as a second coming of age. With little education around menopause stigma, many women are hesitant to seek the support they need.

Inadequate restroom facilities and long queues at UK festivals disproportionately affect women and gender non-conforming individuals. In response, PEEQUAL has created an inclusive urinal to offer a safe and sustainable alternative, aiming to achieve ‘peequality’ at live events.

Noah is a new telehealth service empowering Singaporean men to take control of their sexual health. The brand’s digital treatment services are accessible and easy to use, helping men to feel more comfortable getting treatment for sensitive issues like erectile dysfunction and hair loss.

Reporting struggles with everything from concentration to upholding quality of work, a survey has found an overwhelming majority of working women in the UK feel their experience of the menopause has significantly impacted the longevity and quality of their careers.