From consumer behaviour to workplace policies, the growing focus on health and well-being is reshaping how businesses engage with their audiences and employees.

The juxtaposition of consumer optimism for sustainable solutions against lingering economic anxieties and a sense of fatalism about the environment presents both challenges and opportunities for businesses striving to maintain relevance and trust.

The relationship between consumers and technology is in a state of flux. With rapid advancements in AI, data usage, and digital platforms, the general sentiment towards these technologies has grown increasingly complex. Here's a closer look at emerging trends and actionable strategies brands can adopt to meet these challenges.

In a world where consumers demand authenticity yet are quick to call out missteps, brands face a daunting challenge: how to act responsibly and transparently without alienating their audience. The key? Embrace complexity, lead with values, and prioritize genuine action over performative gestures.

Six pivotal trends shaping our collective future this year.

In a world where trust in governments and the media is waning, businesses are expected to step up to the plate with credible information without necessarily having the capacity to do so. This checklist guides brands through the process of positioning themselves on key societal issues. It’s a companion piece to the Social Issue Positioning Handbook, also available on our website.

Brands are increasingly behaving like charities, but that’s not what customers want or need. Responsibility starts with companies taking stock of the impact they have just by virtue of existing.