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.

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?

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.

With the launch of AfroLA, African American journalists in Los Angeles are on a mission to counter the news industry’s problematic representation of the Black community. The digital-only news source hopes to celebrate and normalize Black experiences outside the scope of negative narratives.

College enrollment numbers have dropped for a third consecutive year following the start of the pandemic, signaling a long-term change in attitudes towards college among Gen Zers. However, HBCUs have seen an increase in enrolment numbers despite a growing distrust in higher education.

Many people see college as a time to forge their views. But a growing number of students are choosing not to talk about controversial topics for fear of being seen as offensive. Amid fears around cancel culture, brands and institutions can create space to encourage non-combative debate.