Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

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.

The ways that people interact with businesses have been overhauled in 2020, with the COVID-19 pandemic and Black Lives Matter protests amplifying demands for brands to acknowledge and respond to social ills. So, how can companies translate their values into meaningful action?

Bud Light's partnership with trans influencer Dylan Mulvaney has received a polarized reception, sparking backlash among Republicans while resonating with many women and young people. As political divides grow, brands are increasingly expected to be transparent and proactive in their values.

Call-out culture is thriving in a world that’s increasingly dependent on the web for communication. With people’s interactions influenced by social media algorithms, divisive political discourse, and the anonymity of the internet, how can brands facilitate dialog and respond to public backlash?

The death of George Floyd led to an outpouring of support for racial justice through IRL protests and social media posts – but what actions do people regard as genuinely helpful to the cause? Canvas8 polled 1,000 Americans and spoke to eight individuals to understand what it means to be an ally.