Whether it’s Apple being turfed out of Stockholm, or Amazon scrapping its New York HQ plans, people are making their voices heard when it comes to how their cities welcome in mega-brands. In spite of tangible economic benefits, residents worry about how big businesses will affect their culture and communities – so how can brands better integrate into the fabric of global cities?

With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.

While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?

While people with disabilities have long been overlooked, brands are waking up to the fact that there are 93 million disabled children globally. Inclusive design by mainstream brands provides an opportunity for companies to fuel social change through the promotion of quality of life and equality.