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.

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

High street baker and retailer Greggs has launched a pledge initiative that targets two of the most significant problems facing Britons today: food poverty and the climate crisis. The initiative reduces food waste through redistribution while providing customers with affordable goods.

Research suggests nearly two in five Americans consider environmental impacts when making food purchasing decisions, with cost becoming less of a barrier. The findings highlight that while inflation hasn’t deterred intent to live sustainably, people expect brands to offer realistic ways to do so.

Nescafé Canada partnered with AOR Courage on a campaign that celebrates customers' creativity when they upcycle its classic instant coffee jar. The ad not only celebrates cultural diversity but shows the easy actions people can take to make sustainable choices with little change to their routine.

What will the US elections mean for the future of sustainability? How will people navigate extreme weather? What role does culture play in climate education? In this part of the 2024 Expert Outlook, we speak to Tessa Khan about how attitudes towards the environment are evolving.