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.

Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

Breast cancer awareness charity CoppaFeel! released an ad bringing attention to the issue of Black representation in healthcare. As people continue to demand representation, brands can take heed of the nuanced ways racial bias and discrimination impact ethnic minorities daily.

Asda’s project 'The Real Self Checkout' promotes breast cancer awareness by reminding people to check themselves out while checking out in-store. Asda's campaign addresses health disparities and appeals to consumers who expect brands to help encourage positive behavioural change through empathy.

The global femtech industry has boomed in recent years, with start-ups solving everything from hormonal health to postpartum care. However, inequalities in areas like access and affordability remain. How can brands and businesses continue to bridge the healthcare gap for all women?

With more influencers, organic make-up brands, and media platforms championing Latina wellness, Latine women are changing the way they view health, from periods to routines that protect and strengthen their natural hair type. How is taboo-busting changing women’s attitudes to their bodies?