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.

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.

Gen Yers and Zers in Chile are becoming increasingly wary of big corporations, which is in stark contrast with their self-proclaimed liberal and pro-market values. What may be bad news for many brands may also bring new paths to build trust more authentically with Chilean Gen Yers and Zers.

The death of George Floyd and ensuing protests saw companies worldwide attempt to address systemic racism in their messaging – though many faced a tide of consumer cynicism. Semiotics expert Chris Arning explains how brands can meaningfully show their commitment to anti-racist action.

A Juneteenth update for Halo Infinite prompted developer 343 Industries to issue a hasty apology and replace the racially-charged name of an in-game color palette. With brands' anti-racism efforts under close scrutiny, the incident showed the danger of offering gestures rather than genuine allyship.

With increasing societal challenges, people are demanding decisive social action from brands now, more than ever – but this could come at a cost. Canvas8 spoke to Dr. Sourjo Mukherjee, a marketing professor at Audencia Business School, to find out how brands can court controversy without contention.