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?

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.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Infosys co-founder Narayana Murthy has drawn backlash for his comments advocating for young people to work 70 hours a week to boost India’s economy. Already overworked and faced with worsening mental health, Indian workers need tangible support and empathy from employers – not the exact opposite.

Zomato, an Indian delivery company, is developing rest stops where gig workers can safely take a break and access resources and support. This step highlights the need for more prevalent protections for gig workers who are at the forefront of the labour rights movement around the world.