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 Y’s approach to parenting is distinct from past generations, defined by the decline of the nuclear family structure, increasing role of tech, and new traditions like ‘positive parenting’. So, how can brands help this generation create a nurturing journey that works for them and their kids?

Created for young children with learning and communication difficulties,Something Specialis wildly popular with Gen Alpha kids of all abilities. It not only provides entertainment and education but also helps to shape their views and expectations of inclusivity in the world around them.

Tackling the weighty reality of infertility and family dynamics, an episode of children's animated showBlueyhas earned praise from parents Down Under. In addition to introducing kids to a delicate issue, it may give parents a useful jumping-off point for difficult conversations.

Once criticised for perpetuating sexist stereotypes, Barbie has been reinvented to speak to modern audiences, with Mattel expanding the Fashionistas line to include dolls with a range of disabilities. In doing so, it's helping kids understand those different from them and broadening representation.