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?

While many job-seeking platforms prioritise qualifications and salary expectations, German start-up Empion focuses on ethics alignment and cultural expectations. A growing number of potential employees are increasingly prioritising companies whose ethics and culture align with their own.

To help companies having issues sourcing diverse hires, TaTio has built a platform connecting them to candidates who have the skills, but may lack a traditional CV. With increasing expectations of diversity, the onus falls on brands to challenge inequitable business practices and fix them.

LinkedIn has introduced ‘Diversity Nudges’ that alert recruiters when their candidates are not diverse enough and suggest ways to remedy this. With equality expected by consumers and employees, there’s an opportunity for brands to help challenge archaic inequitable business processes.

Despite a surge in corporate DE&I action and promises to improve workplace environments following the 2020 Black Lives Matter protests, a 2023 report shows that these initiatives are largely faltering. The results point to a need for concerted action and deeper commitments from employers.