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.

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.

Attempts to show solidarity with the LGBTQ+ community at the World Cup in Qatar were effectively silenced as fans wearing rainbow-coloured clothing have been stopped from entering stadiums. While usually a unifying and celebratory event, the tournament is stoking existing divisions.

The Plough Inn pub in Bristol might be showing the 2022 World Cup, but it isn't glossing over criticism of the host nation, Qatar. Instead, the venue is celebrating its own diverse community and raising funds for charities that support those affected by the social issues surrounding the event.

As people grow more aware of social justice issues, there’s greater pressure on brands to meaningfully champion diversity, equity, and inclusion to stay in step with consumers. Dr. Martens’ track record of authentic campaigning and cross-pollination with LGBTQ+ communities is meeting these demands.

With so much buying power and influence emanating from Gen Zers, sports organizations and brands are evolving how they interact with viewers. With attention spans proving a challenge for those looking to engage young people, how is the sports industry reaching this audience?