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.

From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

People are feeling the effects of the cost of living crisis on their intimate relationships and families. The strain on their wallets means people are approaching love and friendships through finance-first lenses and finding value in financial compatibility. This is also reshaping home dynamics, as Gen Zers f...