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.

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.

Consumers expect brands to be activists, yet many attempts fall short or are perceived as opportunistic ‘woke washing’. How can brands participate in activism while maintaining authenticity? Canvas8 spoke to Dr. Abas Mirzaei about the key dimensions of brand activism authenticity.

Bud Light's partnership with trans influencer Dylan Mulvaney has received a polarized reception, sparking backlash among Republicans while resonating with many women and young people. As political divides grow, brands are increasingly expected to be transparent and proactive in their values.

A survey of US adults has shown that the vast majority of the general population supports LGBTQ+ representation in advertising and would remove their support if representation efforts were halted. The data signals a continued push for inclusivity amid growing attacks on LGBTQ+ rights.

Since the death of George Floyd and BLM protests in 2020, the representation of diversity in ad campaigns has soared. But Black, Asian, and minority ethnic groups still find that diversity in media entrenches rather than dismantles stereotypes. In 2022, how can brands get diversity right?