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.

Hotel chain JW Marriott has partnered with the LA-based homestead Flamingo Estate to offer nature-focused wellness to luxury travellers. The venture taps into a growing desire to unplug from digital lifestyles and signals a drive in demand for luxury experiences grounded in the natural environment.

Luna Rossa Prada Pirelli has partnered with UNESCO to promote ocean conservation at the 37th America's Cup. This collaboration highlights people's increasing expectations for brands and sports to protect the environment and raise awareness about marine protection issues.

Coachtopia is an offshoot of the luxury fashion brand Coach, aiming to redefine luxury fashion’s relationship with the planet. Coach’s APAC expansion targets young shoppers through circular fashion, collaborative creativity, and localisation, positioning the brand as a pioneer in sustainable luxury.