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.

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.

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

‘Love That, But’ is a video campaign released by LGBTQ+ advocacy group Do the WerQ that parodies marketers’ well-meaning but misguided attempts at queer allyship. Amid the attack on LGBTQ+ rights in a tense political climate, it’s leveraging humor to call on the advertising industry to do better.

The sportswear brand has staged a rematch of the 1975 Asian Cup showdown between the first Australian and New Zealand’s women teams. Not only is the campaign honouring the legacy of these female trailblazers, but it’s also combating ageist stereotypes about older people’s participation in sports.