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?

Every Pride month, social media feeds explode with branded Pride campaigns and rainbows suddenly adorn the products on our shelves. But which campaigns are actually resonating with audiences? And how can brands ensure that their support for LGBTQ+ communities makes a difference?

Target will be limiting the availability of its 2024 Pride Month collection following conservative blowback last year. As polarization around LGBTQ+ discourse deepens, people are increasingly losing tolerance for brand neutrality and inconsistent approaches to allyship.

To celebrate Black Music Month, NPR Music’sTiny Deskis releasing special episodes featuring an all-female lineup of Black artists. This comes at a time when brands are leveraging partnerships to cater to a growing desire for accurate and explorative cultural representation in mainstream media.

Pride events are multiplying in numbers across the UK, with more specific events and gatherings catering to subsections of the LGBTQIA+ community. What’s behind the rise of these decentralised events? And how can brands connect with hyper-local queer communities authentically?