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.

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.

Disney has encouraged young girls to play football with an animation that champions England's female national team. With people looking for meaningful ways to combat barriers to participation in sports, brands have an opportunity to create inclusive initiatives that help remove those barriers.

Deloitte has launched a US TV campaign featuring WNBA players to celebrate the achievements of women in business. Championing multifacetedness in women, the campaign aims to inspire young girls to pursue their dreams with determination, regardless of their career choice.

Baesianz FC has created a safe space for Asian women, non-binary, and trans members to play football, creating greater inclusivity and visibility for a traditionally excluded community. How can brands champion local initiatives to address structural inequalities in sports?