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.

In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

With increasing societal challenges, people are demanding decisive social action from brands now, more than ever – but this could come at a cost. Canvas8 spoke to Dr. Sourjo Mukherjee, a marketing professor at Audencia Business School, to find out how brands can court controversy without contention.

YSL has launched an educational campaign in China to help women recognise the early signs of violence as a part of its Abuse is Not Love campaign. By empowering women and championing emotional support, the brand is emphasising its values and helping to cultivate real societal change.

Following up on its ‘Stand Up Against Street Harassment’ programme, L'Oréal has created an out-of-home campaign that cannot be ignored. The brand is aiming to combat the abuse women face daily by encouraging everyone to fight against street harassment anytime and everywhere they see it.