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.

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.

Consumers globally are joining a boycott movement to pressure Israel to comply with international law. As proliferating global crises amplify people’s expectations of brands to act in line with their values, the burgeoning movement signals a need for action founded on shared humanity.

A report has found #StandwithPalestine has gained significant online traction on TikTok, as people take to social media to protest the humanitarian crisis in Gaza. As people advocate for social justice in digital spaces, these findings highlight how young people can change how platforms are used.

Robloxplayers unable to protest Israel's actions in Gaza in person have taken to the game's digital streets to make their voices heard. This form of virtual protest not only facilitates community-building but also democratises activism by including marginalised groups.