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.

For Pride Month, Budweiser launches special edition packaging for its beers, featuring LGBTQ flags. The campaign has been accused of ‘rainbow washing’, disappointing those who expect brands to embody their true values rather than using social causes as a shortcut to increased sales.

Research has revealed that cause marketing is not doing the trick with new generations of consumers. Gen Z and Y want to buy from brands that resonate with social causes, but demand that they demonstrate long-term commitment to their values.

The beauty sector has evolved from an aspirational pursuit of perfection, to celebrating uniqueness and encompassing health and wellness. But as Gen Zers expect the products they buy to align with their values, beauty brands are having to go deeper below the surface to engage them.