 in all sizes and ages and with all manner of 

. So, brands are adapting by throwing out old tactics and beauty standards. For instance, skincare label 

 launched a campaign that explicitly rejected retouched images to show off real women. Meanwhile, Russian modelling agency Lumpen is keen on recruiting people with ‘

Yet inclusivity is not just about faces, skin tones, and body shapes. A 

 found that 62% of people want to see more physically disabled individuals in ads and 52% want to see more of those with mentally disabilities. Maltesers addressed this with its ‘Look on the Light Side’ campaign, which portrayed disabled people and lesbians, 

. Tommy Hilfiger, meanwhile, launched its 

 to prove that fashion is for everyone. The line featured creative solutions such as magnetic closures to help disabled people dress and undress. Although Russia is notorious for its ‘anti-gay’ laws, the World Cup is helping to push 

; 47% of Russians actually say they’d be comfortable with a gay or bisexual player on the national team. And in China, when Weibo attempted to get rid of gay content, the LGBTQ community 

, causing the social platform to back down.

As more social media users develop an aversion to flawless feeds, while the #skinpositivity movement champions supposed ‘imperfections’, brands across sectors are facing calls to stop retouching reality. But why exactly are airbrushed images so problematic, and should they carry warning labels?

Why people want to see stretch marks and acne

‘Sex sells’ was once the mantra of the fashion industry, but this sentiment is looking increasingly dated. Why? Because a consumer backlash is in full swing, with people having little time for old stereotypes. How have brands that once prided themselves on exclusivity become more inclusive?

How have exclusive fashion brands become inclusive?

When it comes to travel, mindsets are shifting. As awareness of overtourism grows, Brits are becoming more intentional and conscious tourists. Brands and businesses that educate and empower travellers on how sustainable travel can be a force for good will come out on top.

How overtourism is changing Brits' travel habits

The Men Against Domestic Violence Choir, based in Western Australia, raised $7,000 by using music to address and combat domestic violence. Their efforts highlight growing expectations for men to take active roles in confronting and dismantling the cultural norms that perpetuate violence and silence.

Anti-domestic violence choir amplifies male allyship 

The UK has officially banned the use of puberty blockers to treat gender dysphoria among transgender youth. With access to treatment crucial to wellbeing and wider prejudice against the community growing, there is an urgent need to protect the mental and physical safety of these young individuals.

The UK bans puberty blockers for transgender youth

TikTok celebrity and 'hawk tuah girl' Haliey Welch launched Hawkcoin amid a wave of memecoins. The cryptocurrency launch received lots of hype but quickly failed, with Welch now facing accusations of exploitation – but her story reflects a growing acceptance of self-monetization online.

Viral 'hawk tuah' girl faces backlash from crypto-fail

Online stores are selling 'Free Luigi' t-shirts, mugs, tote bags, and other items in support of the suspected healthcare CEO killer. Amid systemic injustices and rising distrust in institutions, Americans are increasingly sympathizing with those challenging the status quo, even controversially.

'Free Luigi' merch spotlights admiration for anti-heroes

Google has announced the top trending queries entered into its namesake search engine in 2024, with sports and politics leading the way. With media outlets competing for people’s scarce attention, sensationalism thrives – but brands can stand out by pairing trending topics with authentic messaging.

Google's Year in Search shows power of sensationalism

European grocery shoppers want it all, seeking out physical retail formats that combine convenience with exciting product options, alongside experiential and tech-driven elements as well. With its purpose-led, fresh-produce concept store Oxygène, Franprix is attempting to tick all the boxes.

How Franprix adds fresh life to French grocery shopping

Amid a continuing drop in birth rates, Tokyo has launched a four-day work week to bolster work-life balance for both intimacy and child-rearing. Despite persistent efforts to rectify fertility issues, government policies are struggling to make a dent in a deeply entrenched hustle culture.

Tokyo introduces a four-day work week to boost fertility

South Koreans are bringing K-pop to impeachment protests in the wake of President Yoon Suk-yeol’s martial law declaration. Fandoms are looking for outlets for autonomous expression that don’t always align neatly with corporate intentions, and brands might have to get comfortable with that.

Young Koreans turn protests into mass K-pop concerts

2024 represented a crucial and deeply divisive year in American politics. As family members across political camps come together over the festive period, a vast majority of adults are seeking to avoid political talks altogether, risking both emotional wellbeing and engagement with difference.

US adults avoiding political discussions over Christmas

In partnership with a New York-based food bank, Robolox launched a game where young users can learn about hunger through play. By blending education and entertainment, it showcases how brands can innovate to reach new audiences to support meaningful causes while tackling real-world problems.

Robolox game donates IRL meals through virtual kitchen

Amy Adams stars in Nightbitch as a woman who, overwhelmed by the challenges of motherhood, believes she's transforming into a dog. As pop culture increasingly embraces darker, transgressive portrayals of motherhood, brands have the opportunity to adopt raw, unapologetic representations of maternity.

Nightbitch explores the feral side of motherhood

Creators on TikTok can now create customized pages to fundraise for causes they care about, thanks to TikTok's new partnership with a fintech company that manages charitable donations. This move stands out as people continue to look for accessible and convenient ways to give.

TikTok streamlines creator-driven charitable donations

American high schools are seeing ‘healthy masculinity’ clubs crop up as young men search for safe spaces to challenge stereotypes. In the face of growing gender divides, groups like these illustrate how people are taking proactive steps to care for their personal and communal identities.

Masculinity clubs at US schools offer community support

As people search for cultural experiences that help them connect with their values, grassroots and culture-first fundraisers are growing. Emphasising the power of localism in helping people support global issues, a Margate exhibition supports art fans in raising aid for Palestine and Lebanon.

Art auction reflects interest in culture-led fundraising

Under pressure to enhance its eco-credentials, Amazon has teamed up with Orbital to pilot carbon capture tech at a data centre, using server airflow to absorb emissions. This marks a shift in Big Tech and beyond, where environmental responsibility is balanced with the pursuit of profitability.

Amazon and Orbital trial carbon capture innovation

The romantic film Layla has been lauded as a joyful and refreshing exploration of queer Muslim identity and love. Intersectional stories are challenging dominant portrayals of minority identities, highlighting the strength and resilience found in the convergence of queerness and faith.

Layla subverts Muslim queer narratives in pop culture

Libraries across the US are helping people get healthier, offering everything from fitness classes to blood pressure monitors that can be checked out like books. As the healthcare system falls short of everyone's needs, third-party institutions are stepping up to address gaps in care.

US libraries address healthcare gap with free services

Wicked's transition from stage to the big screen marks a significant step in the portrayal of people with disabilities. Brands can be inspired to create more inclusive, authentic narratives by hiring disabled creatives and stars and ensuring that their characters are given agency and depth.

Wicked elevates disability representation

More Australians are supporting the under-16 social media ban just a few months after the government issued the announcement. As distrust towards the technology sector worsens, people are taking more drastic measures to protect themselves and their families from online harm.

Social media ban in Australia gains local support

Adidas has signed 16-year-old Kaleena Smith as its first high school women’s basketball NIL partner. The move reflects its commitment to the future of women’s sports, setting a precedent for a cultural shift toward greater inclusion and earlier investment in female talent.

Adidas signing reaffirms support for women's sports

The number of single women and female couples having fertility treatment in the UK has risen over the past decade. With family structures evolving and becoming more diverse, people are seeking greater access and choice – but barriers remain for those who fall out of 'traditional' norms. 

More single women and female couples are utilising IVF

A report from UN Women sheds light on the increasing amount of violence women and girls face around the world. In response to deepening gender divides, there’s a need for brands to not only showcase positive role models but also highlight the dangers that women and girls experience.

Report highlights threat of violence against women

How are Gen Yers reinventing middle age? What do they want from role models and celebrities as their lives evolve? How are they approaching finances in inventive and resilient ways, and what tools are they reaching for to build stronger communities?

2024-2025 Generational Snapshot of Gen Y

Dogecoin, the meme-inspired cryptocurrency, is witnessing a resurgence after years of volatile performance. Following a three-year slump, its value surged by 250% after Donald Trump’s election win, driven in part by Elon Musk, with this growth hinting at disillusionment amid political uncertainty.

Dogecoin's renewed growth highlights disillusionment

The title of Miss Universe 2024 has been taken by Denmark, and the far-right is exploiting the win to tout an 'anti-woke' agenda. The use of women’s bodies to serve political means is not new, but in Trump’s America, such ideologies are becoming more pronounced, entrenching divisions.

Far-right uses Miss Universe to promote 'anti-wokeness'

Deliveroo and Hurr have partnered to offer on-demand rental for luxury dresses, delivered in as little as 20 minutes within central London. This partnership speaks to a growing desire for convenient and sustainable fashion solutions, positioning fashion rental as a mainstream practice.

Deliveroo offers fashion fans an on-demand rental option

Online sports gambling is an increasingly popular topic of discussion among Brazilian personal finance influencers – as well as a growing cause for concern and controversy. There’s an opportunity for brands to inform their audiences of potential risks and promote responsible behaviours.

Brazilian financial influencers wary of sports betting 

When French-founded firm Duralex faced bankruptcy, its employees stepped in, forming a cooperative to modernise the brand while preserving its world-renowned heritage. This decision reflects a rising collectivist spirit, reshaping trust and resilience amid global instability.

Duralex employees unite to save company and its heritage

Data from major cities across the US has revealed that shoplifting from physical retailers has increased since 2023. These findings highlight how some people are turning to less-than-desirable means to offset the increasing pressures of economic instability and inflationary price rises.

Shoplifting rises as Americans feel holiday strain

Paris has outlined plans to create a greener, climate-proofed city by 2030. As extreme weather conditions become more of a certainty than a likelihood, there is a growing sense of urgency from both citizens and governments to reduce carbon emissions and plan for a climate-changed future.

Paris reveals ambitious plan to combat climate concerns

Starbucks Korea has announced a new concept store in Seoul that targets university students. Brands are honing in on unique, memorable shopping experiences to win over Gen Z, and they could benefit from a more niche approach to counter oversaturation in the experiential retail landscape.

Starbucks South Korea courts Gen Z with concept store

With increased scrutiny of companies' diversity efforts and wariness of surface-level action, Diageo is making its commitment clear. Focusing both on internal inclusivity and external representation, the firm's actions reflect changing expectations both within the alcohol category and at large.

Diageo's DEI success highlights intersectional shift

Through the Korean Cultural Center’s ‘Korean Food Awareness’ campaign, the centre hopes to impart knowledge and skills to restaurants in Germany about how to prepare authentic Korean dishes. Ensuring accurate cultural representation is key to success in an increasingly globalised world.

Demand for authentic K-food in Germany sparks response

Amazon is offering a two-bedroom tiny home for just $12,999, making it among the cheapest going in the growing Accessories Dwelling Unit (ADU) market. The compact home requires no building permits, is easy to install, and drastically helps reduce living costs amid persistent housing insecurity.

Viral tiny homes can be canvases for self-expression

Brazilian beauty brand Natura has launched the first sonic logo created with bioelectric sonar signals from the Amazon rainforest. Amid a sense of climate fatigue, it's showing how brands can harness novelty and creativity to strengthen people’s relationships with nature.

Natura harnesses sounds from Amazon trees for sonic logo

After the proposal of a bill that impacts the long-standing Treaty of Waitangi, over 40,000 people attended a hīkoi (march) in peaceful protest. This powerful public response – the biggest protest in New Zealand’s history – signals the importance of protecting Indigenous rights.

New Zealand protestors show up for Indigenous rights

Young Democrats distressed by Donald Trump's re-election have turned to ‘doom spending’ as a salve and are sharing their hauls on TikTok. The trend signals a yearning for control and comfort amid unpredictability, with people seeking immediate emotional relief through consumerism.

US Gen Zers are doom-spending to cope with Trump win

Gen Zers and Yers across the US are seemingly fleeing major cities in favor of smaller rural communities. Driven by inflationary pressures, remote working norms, and metropolitan housing shortages, the shift speaks to lingering post-pandemic desires to explore a slower pace of living.

Young Americans flock to rural regions 

L’Oréal’s three-year partnership with the Louvre will kick off with an immersive beauty-inspired tour. The collaboration speaks to desires on both sides to emphasise the links between art and beauty, highlighting an opportunity for the alignment between cultural and personal aesthetics.

L’Oréal x Louvre partnership combines beauty and art

Challenging the state of diversity in advertising, Unstereotype Alliance Australia has conducted research demonstrating the dearth of disability diversity. As people demand DEI efforts that go beyond the surface, brands need to ensure they are committed to representation across identities.

Advertising in Australia lacks disability representation

Research has revealed that teens in the US are struggling to identify false information online. It highlights the pressing need to help young people become discerning consumers of information, equipping them with the skills to navigate an increasingly complex media landscape.

US teens are vulnerable to conspiracy theories

Carrefour has reaffirmed its support for La Fédération Française des Banques Alimentaires with a planned €1.5 million in donations over three years. As the cost of living continues to impact people, brands are stepping up to alleviate financial and food insecurity in vulnerable communities.

Carrefour reaffirms support for French food banks

Health groups in the UK are advocating for a tax on high-salt and high-sugar foods to combat obesity, similar to the 'sugar tax' on soft drinks. However, amid widespread food insecurity in the country, this would need to be paired with efforts to make healthy food more accessible.

UK's food inequality deepens amid food tax proposals 

Democratic-voting White women are wearing blue friendship bracelets to distinguish themselves from the majority of White women who voted for Trump. It reveals a complex interplay between political expression, social identity, and the struggle to define what allyship looks like in modern America.

Blue friendship bracelets signal allyship post-election

A Graham Norton Show clip in which Saoirse Ronan calls out Paul Mescal and Eddie Redmayne has gone viral, sparking dialogue around women’s safety and male privilege. As feminist discourse gains more mainstream exposure, male celebrities face higher expectations to be authentic allies.

Viral Saoirse Ronan clip sparks male privilege debate

The Australian Government plans to ban social media for under-16s, citing physical and mental health risks. With social media consumption showing no signs of slowing globally and young people feeling deeply affected by platforms, there's a growing need for solutions to protect youth online.

Australia's under-16 social media ban sparks debate

Libraries of Things is gaining serious traction as people search for smarter, more sustainable ways to access items without the burden of ownership.

How Library of Things builds community around rentals

More than half of Australians consider the country’s income distribution to be unfair, and satisfaction with democracy is on the decline nationwide. Faith in traditional institutions is wavering globally, leading some people to turn towards anti-establishment voices for solutions.

Australians report decreased satisfaction with democracy

Jaypore is collaborating with traditional artisans like the Ghadwa community to bring India’s cultural heritage to a global audience through the art of Dokra metalwork. The partnership supports the preservation of the craft while creating sustainable income opportunities for the community.

Jaypore deeps artisanal craft ties with Dokra line

Addressing a younger, female-majority audience, podcaster and social media influencer Alex Clark is a wellness warrior and vocal conservative. As political polarization swells in the aftermath of Trump’s election victory, there is the potential for influencers such as Clark to grow in popularity.

Alex Clark brings conservatism to the wellness space

Amid a birth rate crisis driven by economic strain, China has launched a 'marriage school' in Changsha promoting parenting. However, it's faced backlash for pushing outdated gender roles, which, together with high parenting costs, are leading many women to shun marriage and pursue child-free lives.

Backlash to Chinese marriage expo sparks gender debate

Analysis of TikTok feeds in the run-up to the US presidential election highlighted a distinct gap in the political content shown to men and women across the platform. With social media serving as a political battleground, the data speaks to a widening ideological divide between genders.

Gender gap emerges in TikTok political content

As people in Britain usher in Remembrance Day on November 11th, the gesture of wearing poppies in memory of soldiers fallen during past wars – once simply regarded as a patriotic act – is now viewed by some as an unwelcome endorsement of ‘Britishness’ amid declining national pride.

Remembrance poppies spark polarising nationalism debate 

BBC mini-series Mr Loverman explores a hidden decades-long gay relationship within the Windrush generation. It challenges typical narratives about Caribbean immigrants in post-war Britain, contributing to a growing trend of more nuanced, authentic portrayals of Black experiences in the media.

‘Mr Loverman’ expands British Black narratives  

America's political landscape is transforming rapidly, with the multiracial population growing from 3% to 10% since 2010. This shift, combined with digital platforms reshaping civic engagement, is creating more nuanced political dialog and challenging traditional assumptions about representation.

Political parties struggle as American identity blurs

Netflix has dropped a trailer for ‘Buy Now! The Shopping Conspiracy’, which aims to zero in on the ethical and environmental impacts of overconsumption. As critical spending habits persist following the cost of living crisis, the film taps emerging desires to opt out of harmful consumption cycles.

Netflix documentary taps anti-consumerist sentiments

Traditional political wisdom suggests that young people are more likely to vote for liberal parties at elections, with climate change and social issues causing them to lean left. However, the AfD’s popularity among Gen Zers signals a sea change in Germany. What’s fuelling this right-ward tilt?

Why are Gen Zers voting right in Germany?

Washington Post owner Jeff Bezos has defended his newspaper's decision to stop making presidential endorsements, saying the move could help restore public trust in the media. However, the immediate effect has instead been greater divisions and increased skepticism of news outlets.

Washington Post polarizes subs due to endorsement snub

Despite regulator concerns, financial company Robinhood has begun offering event derivatives that effectively allow people to bet on the outcome of the US election. With doubts brewing around the legitimacy of America’s democracy, brands are being called upon to uphold the value of voting.

Robinhood derivatives stir election influence debate

German brand Weleda has been creating botanical formulas for over 100 years, with Rihanna and Julia Roberts among its celebrity advocates. As people grow unsatisfied with simple ‘natural’ claims, the brand’s continued success stems from its adaptation to the need for transparency in beauty.

How Weleda repackages skincare for eco-conscious Germans

Olympian Allyson Felix has partnered with Chamber of Mothers to address a significant yet overlooked barrier to voting – childcare. The move highlights the pressing need for accessible childcare in America and the challenges parents face in balancing civic duties with family responsibilities.

Free election day childcare reduces barriers to voting

While the US presidential race pits Harris and Trump as top candidates, a significant group of young voters are rejecting these bipartisan options, driven by their progressive values. With distrust in institutions on the rise, people are taking agency through like-minded community movements.

Young voters on the left divided on voting for Harris

The New York Times has endorsed Kamala Harris with a striking text-only message, urging readers to 'Believe' Trump's stated plans. Its approach reflects a shift towards fact-centered endorsements amid eroding trust in the media, appealing to audiences' desire for transparency and direct information.

NY Times' Harris endorsement taps calls for transparency

The case surrounding Gisèle Pelicot, a woman drugged and abused by numerous men with her husband's complicity, has drawn widespread attention and condemnation in France. The media coverage and public conversation are challenging cultural norms and perceptions around sexual assault and consent.

Mass trial spotlights French attitudes to sexual abuse

Citizenship

People want real representation from brands

“Western mainstream media create and perpetuate idealised versions of beauty and appearance and present them to us as ‘real,’” says Tracey Thornborrow, a
lecturer in psychology at the University of Lincoln. “Of course, people are not as homogeneous as the media would have us believe.” In response to such unrealistic ideals, a growing number of people are demanding ‘realness’ from media producers and advertisers.

https://cdn.sanity.io/files/1mk9ifx4/production/dc74bd00dea86c4c9909f5e9a1062a95761ce844.pdf