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.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

The North Face is standing strong against right-wing criticism of its Pride campaign, which features a drag queen as the spokesperson for the company. With discrimination toward LGBTQ+ people on the rise in the US, people expect to see actions that go beyond surface-level allyship.

With his sharp satire and larger-than-life personality, British-Zimbabwean comedian Munya Chawawa rose to fame during the pandemic – using wit and humour to help people navigate uncertainty. His latest offering,Race Around Britain, uses comedy to instigate candid conversations about race in the UK.

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.

Every Pride month, social media feeds explode with branded Pride campaigns and rainbows suddenly adorn the products on our shelves. But which campaigns are actually resonating with audiences? And how can brands ensure that their support for LGBTQ+ communities makes a difference?