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?

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

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.

Puma's decision not to renew its kit deal with the Israel football team has been lauded by activists as a success, despite the brand claiming the decision had been made in 2022. Amid global polycrisis and deepening polarisation, brand decisions are increasingly being viewed through a political lens.

The PalestinePact Chrome extension offers a streamlined route for online shoppers looking to express protest through boycotts. With people seeking ways to express beliefs and values through purchasing behaviours, there's an appetite for digital tools to seamlessly support this expression.