The death of George Floyd and ensuing protests saw companies worldwide attempt to address systemic racism in their messaging – though many faced a tide of consumer cynicism. Semiotics expert Chris Arning explains how brands can meaningfully show their commitment to anti-racist action.

Vogue Arabia has used its platform to highlight the commitments of doctors and medical workers in Palestine. At a time of humanitarian crisis and polarisation, people are looking to brands to show active allyship in respectful and authentic ways that support afflicted and vulnerable communities.

The Russian decision to invade Ukraine has led to outcries and recrimination from many. In times of crisis, people want to see brands step up to support afflicted communities and they're increasingly critical of moves that feel rushed or executed to virtue signal instead of to serve.

The Hospitality for Humanity pledge asks restaurateurs to acknowledge their role in standing for justice through food. As people spend in ways that align with their values and call out tokenistic brands, collective action like this leads the way in genuinely rallying for social and political issues.