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.

Muschicraft has launched 'the world's most illegal beer' to spotlight the absurdity of laws restricting women from taking on roles within the alcohol industry. The launch demonstrates how brands can signal true allyship by building important values into the heart of products and marketing.

Brands are still leaning on lazy sexist clichés that should have been left in the noughties but women are no longer wanting to be overlooked, nor pandered to. With many people seeing gender roles and binary labels as outdated, how can brands innovate to appeal without appearing tokenistic?

Johnnie Walker's 'Fabric of Film' spot celebrates the often-overlooked contributions of women filmmakers. The ad leans into both a desire to shatter the glass ceilings created by sexism in the creative industries as well as growing consumer expectations for brands to be vocal on social issues.

Whisky is often seen as a ‘man’s drink’. But with female whisky drinkers and makers receiving increased exposure, the emergence of forward-thinking brands with female founders, and a vocal community, there’s a renewed effort to evolve past the spirit’s traditional constraints.