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?

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.

Bumble has launched a fresh iteration of its 'My Love is Black Love' campaign, highlighting the experiences of Black British women in dating. As people seek more meaningful representation in the mainstream media, Bumble looks to portray Black women’s identities with nuance and care.

A survey has found that FMCG adverts are perpetuating gender biases, despite societal pressure on businesses to tackle structural inequalities. As performative marketing fatigue leads to a decline in public trust, brands are being tasked with rethinking their approach to equity in communications.