Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

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.

A rise in childcare costs, gas and electricity prices, and food bills have left more families struggling than ever before. But what is the long-term impact of this cost of living crisis, and how can brands help families alleviate the pressure as they begin to tighten their belts?

With the cost of living soaring, millions of Britons have been forced into food poverty. In response, the Community Shop Group is providing access to discounted products for those who need them, as well as community hubs and kitchens – redefining social responsibility through grassroots initiatives.

People receiving mental health support are cancelling therapy sessions because they can't afford them, despite therapists saying that the cost of living itself is causing a decline in mental health. As global crises cause widespread anxiety, mental health support has become essential for many.

As the cost of toiletries rises in line with inflation, the use of hygiene banks is growing in the UK, providing a lifeline for households struggling to afford personal care basics. Superdrug has responded to this mounting problem with a promise to freeze the prices of over 130 own-brand products.