Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

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.

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?

Despite increased climate anxiety and the cost of living crisis, people are still looking to get away from it all. The Hoxton hotel company is attempting to quell both these worries by offering discounted rooms to those that travel to the hotels via train – a more sustainable travel option.

A viral ad from Starbucks India spotlighting trans people has drawn polarising reactions from netizens. As the state of LGBTQ+ rights continues to evolve in the country, brands that choose to align with progressive values will need to demonstrate consistency to win people over.

Patagonia's environmental campaign uses documentary films as a vehicle to promote ocean conservation in Europe. With consumers increasingly distrusting socially-driven initiatives by brands, Patagonia shows how stepping into a leadership position can contribute to building long-lasting credibility.

Between high costs of living and a loneliness epidemic, the golden years of ageing feel less golden. But as values shift toward community and ageing in place, seniors are turning to co-living models like those designed by the Canadian Senior Cohousing Society to improve their quality of life.