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.

Heinz is giving people behind the scenes access withTable Stakes, a podcast series dedicated to telling the human stories that bring the brand to life. As people seek out new ways to connect with their favourite brands, Heinz is tapping into the popularity of podcasts among young listeners.

UberEats has recruited Kris and Kendall Jenner for its ‘Get Almost Almost Anything’ campaign, through which it makes the humorous admission that you can’t get everything on the app. Tapping into a desire for transparency while harnessing star power, it's a refreshing alternative to over-promising.

Many brands recognise that evoking laughter is a sure-fire way to get people’s attention – but that’s easier said than done. Canvas8 spoke to Caleb Warren, a marketing professor at the University of Arizona, to learn about the difficulties of using humour in ads and how this impacts brand loyalty.

As people become discerning over pristine and corporate communication, a casual approach is winning favour. Canvas8 spoke to Liron Simatzkin-Ohana, a PhD candidate in the department of communication at the Hebrew University of Jerusalem, to better understand why people want amateur-looking comms.