Brands stepped up during the pandemic and they need to do so again at a time when people are stressed over money, culture wars and disinformation, says UM’s Enyi Nwosu.

One of the very few positives to come out of the pandemic was brands taking a more active role in addressing consumers’ woes and making our lives feel a little easier – from fundamental shifts in products and services designed for hybrid working, to smaller everyday options in home delivery.

Unfortunately, that doesn’t mean that we are now woe-free – we have new ones. And the ongoing cost-of-living crisis is right at the top of the list.