From taking #nomakeup selfies to signing petitions on political issues, a growing sense of social responsibility and commitment to local community have changed the way people view social action. Is caring about causes the new badge of cool? And has it become ‘chic’ to protest?

Superdry’s co-founder has publicly donated to a campaign for a second Brexit referendum. In a world of polarising opinions and value-signalling through consumption habits, brands too have to plant their flag and show what they stand for, or risk getting overlooked for ones that do.

While it once might have been enough for brands to proclaim their ethical status and simply steer customers towards sustainable actions, people are now demanding that corporations practice what they preach. Whether this is by being more transparent about their supply chains or creating more ethical product ranges, they’re looking for companies to lead the way and come up with innovative solutions to environmental issues

Microsoft has dropped its gun emoji, replacing it with an innocuous water-pistol in an effort to reflect the company’s values. The brand hopes the move will align with people who are pro-gun-control and show solidarity with Americans frightened and fearful of a 2018 marked by massacre.