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.

A Bar of Their Own in Minneapolis is the Midwest's first all-women's sports bar. Exclusively featuring women's athletic and sporting events, the bar provides a transformative space for female sports fans, bolstering support and offering an alternative to watching women's teams from home.

Soaring childcare costs have seen some parents cut back on meals and heating, while others have quit their jobs entirely to look after their kids. Daycare SOS is hoping to provide a solution, providing flexible and affordable childcare options and offering places at local nurseries to families in need.

Adidas’ ‘Impossible Is Nothing’ campaign aims to inspire and capture the loyalty of women by sharing inspiring stories and driving gender inclusivity. How can brands provide practical solutions to real-world challenges and address the barriers that women face in accessing sports?