The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

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.

With people globally feeling connected to the war in Ukraine, they want brands to help them offer support. By waiving its remittance fees, letting people make instant donations, and matching donations, Revolut is helping people respond, signalling allyship for Ukrainians in the process.

The humanitarian crisis in Ukraine has led to a novel form of donating money, as people book Airbnb in the country with no intent of using them. For some, this creates a better sense of connection with those they are helping, removing a layer of the anonymity involved with regular charity donations.

United24 and LEGO creators are raffling five building sets of Ukrainian landmarks to raise funds to rebuild a school in Ukraine and preserve memories of landmarks damaged during the war. People are leveraging their hobbies and interests as a way of expressing their beliefs and ethics.

With division running deep in many facets of modern Britain, the need for empathy and greater understanding is stronger than ever. After investigating this in our Citizenship Sector Snapshot, Canvas8 spoke to nine people from the UK to find out how interested they were in bridging divides.