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 face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

To mark eleven years since the Sandy Hook school shooting, Mothers For Democracy has released a PSA, rejecting ‘thoughts and prayers’ and instead demanding reform. By creating shock and distress, the ad taps into a consumer desire to see radical openness in the pursuit of change.

The Australian Government has joined forces with Ogilvy to release 'Beforeplay', a campaign aiming to normalise STI testing. As companies heed desires to see sexual health de-stigmatised, they're leaning into a radically transparent approach, creating a space for guilt-free honesty and action.

How are people shunning soft approaches for firm control in their routines? What’s the value of togetherness in health and wellness spaces? Who are the people keen to work smarter, not harder, for their gains? Why are people demanding progressive and joyful stories about sexual health?