In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

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.

Young adults in India are redefining dating, embracing 'situationships' and the freedom they provide rather than traditional relationships. As youth in the country prioritise honesty and self-care over physical appearance, norms around relationships are being disrupted.

A viral ad from Starbucks India spotlighting trans people has drawn polarising reactions from netizens. As the state of LGBTQ+ rights continues to evolve in the country, brands that choose to align with progressive values will need to demonstrate consistency to win people over.

Diwali is back in full force for businesses, but a tradition of fireworks has been under scrutiny because of its negative environmental impact, with many Indians finding it hard to let go. So what do 2022’s Diwali behaviours tell us about attitudes to tradition, ritual, and national identity?