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.

Post-pandemic, Japan has seen high tourism levels – but with that has come an increase in littering. Rather than focusing on fines, authorities are looking to solutions based on the behaviour science theory of 'nudging' – encouraging positive behaviour instead of punishing negative actions.

An Australian city has pulled a tourist ad after accusations of whitewashing minorities out of the visuals. Brands are under increasing pressure to pay attention to how they represent their demographics – and the backlash shows that people aren't afraid to call out those that fall short of expectations.