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.

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

The Russian decision to invade Ukraine has led to outcries and recrimination from many. In times of crisis, people want to see brands step up to support afflicted communities and they're increasingly critical of moves that feel rushed or executed to virtue signal instead of to serve.

In the fraught weeks following Russia’s invasion of Ukraine, many people urgently sought ways to aid those affected by the conflict while cutting ties with businesses still working with the aggressors. As ‘brand purpose’ enters the realm of geopolitics, how can companies navigate this tragic moment?

Experts are warning about the overwhelming amount of misinformation around the Israel-Palestine war on X. As people struggle to discern between truth and fake news, brands are responsible for empowering audiences to identify trustworthy sources and educate themselves on realities online.