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.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

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 US and UK, there’s been a small but intentional growth of women who, through the sport of cycling, have tapped into a need for representation, education, and collaborative thinking. How has this helped to plug some of the cultural gaps that exist in 21st-century living?

As community and the outdoors play an increasingly important role in our lives, US-based, female-led and -founded Textured Waves is on a mission to include minority women in surfing. The group celebrates female surfers of color in an arena often dominated by White men.

African Americans experience unique challenges and risks when participating in activities like birdwatching or exploring certain nature pursuits. As such, events like Black Birders Week are emerging in response to demands for greater equity and support for maginalized groups in outdoor spaces.

Cotopaxi and Headspace are aiming to encourage people to re-discover the benefits of time outdoors. Brands attuned to people's reconnection with nature can provide solutions that thoughtfully blend tech with natural spaces, helping consumers decompress, recentre, and rediscover balance.