People are making more meaningful luxury purchases. For instance, in 2020, 

 purposefully bought things that would make them or their families happy. Some wealthy shoppers are consciously avoiding conspicuous items bestowed with cultural clout and, instead, opting for less flashy luxury pieces. 

 of affluent Americans say they value simplicity in their lives, and 

 of Gen Yers prefer to buy from lesser-known luxury brands (although this is partly for the social credibility). In fact, 

 is the second-best ‘brand’ for high-value jewellery, highlighting people’s shift away from more conspicuous forms of status signalling.

In a difficult economic landscape, the concept of luxury is being pushed beyond the purview of just the affluent. And with 

 of social media users feeling less pressure to show an unrealistic image of their lives during the pandemic, luxe items that don’t break the bank are letting people set their own standards for indulgence. For instance, many are opting for smaller, more accessible purchases, like 

, Prada cutlery, and Loewe candles. And lower-income earners are getting their taste of luxury by buying 

 or the #cheapestthing from legacy brands. Second-hand luxury is also losing its stigma – spurred on by 

 and resale platforms gaining traction. In China, for instance, 

 offers luxury for less by selling seized goods.

People are looking to imbue luxury purchases with a sense of meaning that they define. 

 is responding to this by offering athletes a way to express themselves with a fusion of heritage and high-performance tech. And Tag Heuer’s 

 combines gaming and luxury to satisfy consumers’ interest in more playful experiences. Avid plant parents are also splurging on their interests, with some Singaporean HNWIs willing to spend 

. Consumers are defining luxury on their own terms and within their own passions.

Post-pandemic, the luxury watch industry is ready to modernise itself and adapt to attract a broader audience. By blending heritage and lightweight high-performance technology, Breitling is setting an example of affordable luxury for younger consumers with an active lifestyle.

Breitling Endurance Pro: luxe watch for sports lovers

With stores, entertainment venues, and domestic travel set to reopen, there’s much excitement about ‘revenge spending’. But after a year in sweats and reflecting on their relationship with opulence, what does luxury mean to people? Canvas8 polled 1,000 Americans and spoke to eight to find out.

How have Americans' luxury sentiments changed?

A new partnership between Sotheby’s and Marriott will auction highly valuable collectables alongside exclusive itineraries. As the signifiers of status evolve and the lines between goods and experience blur, HNWIs are looking to commodify one-of-a-kind experiences to signal exclusivity.

Marriott and Sotheby’s upgrades exclusivity for HNWIs

How is the second-hand market changing the definition of luxury? Is AI democratising access to luxury experiences? Should brands really be focusing on Gen Z? In this part of Expert Outlook 2025, we speak to three experts about how changing perceptions of luxury are transforming the sector.

2025 Expert Outlook on Luxury

Montblanc has been associated with luxury and refinement ever since the launch of its first pen collection in 1906. The brand has since diversified into leather goods, clothes, and its beloved watches – all while retaining its elegant identity. What’s the secret to its long-term success?

How Montblanc rewrites status for luxury shoppers

How do you brand an invisible product? By building captivating worlds that immerse your senses. The creators of Gentle Monster foray into the olfactory with TAMBURINS. Inside its stores, huge, life-like sculptures and miniature figures come together, inviting shoppers to experience scents beyond smell.

Why TAMBURINS designs luxury perfume for Korean senses

Amidst the cost of living crisis, the luxury sector is increasingly collaborating with mass-market brands to reach new audiences. Canvas8 speaks to three academics about their research into ‘masstige’ co-branding and other brand expansion strategies.

You’re partnering with who!? The science of masstige co-branding

Diptyque Paris is debuting a luxury perfume concept that draws inspiration from the natural world. The collection caters to fragrance enthusiasts seeking unique, exclusive offerings, aligning with the growing trend of personal expression through niche, narrative-led perfumes.

Diptyque launches luxury line of conceptual scents

The Macallan has released 200 bottles of its oldest whisky yet, each priced at $190,000 and available for purchase by invitation only. The marketing strategy and design mirror the approach of luxury watch brands, making it a collectors' item – and tapping luxe whisky connoisseurs.

The Macallan releases whisky to buy by invitation only

Tapping into sustainable shoppers in Barcelona, Aesop has launched a new store built on recycled local materials. The brand aims to spotlight its commitment to circularity and sustainability while inspiring others to explore the creative reuse of materials within a unique retail and design experience.

Aesop's anastylosis-centred design targets eco shoppers

Chanel has jumped on the wearables bandwagon with the debut of its Première Sound Watch. Unlike other brands that are experimenting with more tech-forward approaches to wearables, the luxury house is putting a modern spin on old-school devices that could resonate with AI sceptics.

Chanel makes loud luxury play with nostalgic tech

For its 140th anniversary, Breitling has launched a heritage-inspired pop-up museum. Visitors explore its history via the Time Tunnel and its air, land, and sea "universes." The experience appeals to Gen Z's love for experiential retail, highlighting a shift toward heritage-focused branding.

Breitling immerses visitors in its history with pop-up

Net-A-Porter x King's Foundation champions local craftsmanship and sustainability with community training programs for new talent. The initiative highlights how luxury brands can build deeper connections with their audiences while fostering local talent and building long-lasting, enduring value.

Net-A-Porter spotlights local craft and community values

The CFDA has announced a streaming partnership with the Rockefeller Center to showcase collections from American designers at NYFW. This move speaks to a growing desire for brands to break down barriers to accessing luxury by reviving people’s interest in local fashion stories.

CFDA aims to boosts appeal of US fashion during NYFW

British luxury carmaker Aston Martin has ventured into the world of fashion through a collaboration with BOSS. The partnership takes cues from the worlds of motorsport and premium apparel, courting existing luxury audiences who are shopping in alternative product categories.

Aston Martin x BOSS courts cross-category shoppers

While some luxury brands are struggling to succeed, the Prada Group is making a profit – largely thanks to its label Miu Miu. By championing genderless fashion, instigating community-led activations, and generating social media buzz, the brand continues its ascension as people can’t get enough of it.

How Miu Miu makes cutting-edge luxury globally inclusive

Balmain is making its mark in the prestige beauty space with its first perfume collection. As fragrances become the new expression of the lipstick effect, the brand is changing up the luxury beauty launch by side-stepping cosmetics and diving headlong into the world of perfume first.

Balmain’s beauty debut capitalises on fragrance boom

From fine to bridge jewellery, luxury brand Amrapali Jewels knows how to tap the Indian aesthetic. As the affluent demographic in India grows, the brand is widening its luxury net to cater to both the burgeoning middle class looking for light, daily wear and the traditional ultra-wealthy who spend on weddings.

How Amrapali is evolving with India’s growing affluence

Rodarte has created a capsule collection inspired by the upcoming film Beetlejuice Beetlejuice, available exclusively at Saks. Luxury and pop culture collaborations are courting younger fans who consider fandoms a key part of their identity, allowing them to signal their status and self-expression.

Saks-exclusive Rodarte collection targets Beetlejuice fans

The tourism industry has seen a significant resurgence post-COVID-19, with numerous travellers eager for wine-focused experiences. But in this vast opportunity, how can wineries of any size, from small, family-run ventures to larger operations, truly capitalise on it?

Why is wine tourism booming globally?

Chinese beauty shoppers are becoming increasingly price-sensitive, and higher-end retailers like Sephora are feeling the heat. After incurring losses, the brand announced job cuts to its workforce in China, reflecting an economic and purchasing downturn.

Sephora China job cuts reflect spending slowdown

Overtourism is driving travel companies to invest in secluded spots for resorts, and sales of private islands have spiked since the end of the pandemic. As travelers turn to more off the beaten track destinations, brands are looking to take advantage of those tired of well-worn vacation spots.

Overtourism is driving a rise in private island vacations

Axis Bank has joined hands with Visa to launch Primus, a premier credit card for India’s ultra-high-net-worth individuals (UHNWIs). As luxury appetites mature, affluent Indians will expect brands to offer insider, bespoke products and services that centre on one-of-a-kind experiences.

Axis Bank unlocks VIP experiences for India’s UHNWIs

In line with its sustainable ethos, CPHFW SS25 saw designers deconstruct micro-trends through material innovation. As people are torn between buying into trend culture and pursuing slower consumption, there’s an opportunity to examine what it means to be on-trend through a more sustainable lens.

Copenhagen Fashion Week’s eco focus resists trend cycles

Sinéad O’Dwyer’s SS25 showcase at Copenhagen Fashion Week has made headlines for its boundary-pushing commitment to equity on the runway. As inclusion efforts seem to have taken a backseat in the fashion world, the brand offers a blueprint on how to resonate with representation-hungry customers.

Sinéad O’Dwyer moves the needle on inclusive fashion

Expedia, Wells Fargo and Mastercard have unveiled two new co-branded credit cards offering enhanced benefits for U.S. travelers. As people continue to prioritise experiences over material goods, they're seeking more holistic loyalty programs that integrate seamlessly into their lifestyles.

Expedia travel credit card rewards everyday spenders

Prada Group has reported double-digit revenue growth in the first half of 2024. Thanks to an incisive and culturally relevant brand-building playbook – particularly in the APAC region – it is countering challenges faced by competitors amid a global decline in the sector.

Prada hits the right note with APAC's luxury shoppers

Porsche has handed the creative reigns to Dua Lipa to create and launch the campaign for the EV Porsche Macan. With Gen Z fond of subversive humour, the over-the-top imaginings of Dua Lipa combine tongue-in-cheek creativity with aspiration and hit on the shifting view of luxury among Gen Z. 

Porsche x Dua Lipa ad reflects Gen Z love of weird

Due to changes in price and fashion trends, younger generations in India are changing how they look at gold jewellery. They prefer minimal, stylish, low-carat designs over traditional heavy pieces meant for investment. What can brands learn from this shift, and where is this change headed?

Why do Indian Gen Y and Z want minimalist gold jewellery?

The power of pastries and desserts as mechanisms for comfort and self-care can't be underestimated. Tapping into this, Hotel Chocolat is rolling out its own bakery brand, serving sweet and savoury pastries and hot food, including its signature Chocolatier’s Carrot Cake and a Cacao Pod Pastry.

Hotel Chocolat’s new bakery range delights treat seekers

Jewellery brand Paspaley is a legend in the pearl industry and is responsible for responsibly producing some of the world’s rarest and most expensive pearls. The brand’s success can be attributed to its focus on using rarity to appeal to the 1% while delivering on its promise of ethical practices.

Why Paspaley pearls became a natural luxury for Aussies

Southeast Asia is emerging as a key location in the luxury landscape, with global brands courting the interest of the region’s high-end clientele. Countries like Thailand and Vietnam are also surpassing well-known destinations, like Singapore, in market size as they cater to wealthy shoppers.

How are Southeast Asian shoppers changing luxury?

Luxury car brand Lotus has developed a means of bringing the car showroom to the customer with a website for the Lotus Eletre SUV. Featuring a sleek, intuitive interface and a fully responsive ‘AI salesperson’, the future of the car sales business is set to become a lot less human.

Lotus's AI car salesperson set to personalise car buying

Prada has launched its campaign for the Qixi Festival – also known as the Chinese Valentine’s Day – that transforms actor Li Xian into an AI boyfriend. Ditching generic gestures towards heritage for locally resonant messaging, the brand effectively positions itself as a true cultural insider.  

Prada’s Qixi campaign fuses AI with hyperlocalism

HNWIs are looking for heightened levels of luxury throughout their purchasing journey. Offering them slower and more indulgent in-person experiences has become key to winning them over. Tapping into this and pivoting further upmarket, Jaguar has opened the first of its boutique stores.

Jaguar stores tap HNWIs' love of slow experiences

Amid a growing backlash against overtourism, CLIA has warned that some cruise ships may have to avoid some of the world’s most famous destinations. As tensions grow between travellers and local inhabitants, there's a need to provide travel experiences that respect the desires of both groups.

Cruise ships face anti-tourism backlash in Europe

Inflation, coupled with new definitions of exclusivity, is pushing people towards more accessible forms of luxury. Tapping into this, Harrods has relaunched its own brand line of umbrellas, cardholders, and tote bags, delighting a growing audience of aspirational audiences.

Harrods’ own-brand line targets aspirational shoppers

Gucci's cultural initiative aims to pay tribute to the heritage of Korean culture by spotlighting the work of those who have brought local arts to a global stage. Luxury brands are localising their strategies, appealing to a growing group of shoppers in the world's largest luxury market.

Gucci’s new cultural project to celebrate Korean Arts

Balenciaga is immersing fashion lovers in futuristic mixed reality with an app for the Apple Vision Pro. With this move, the brand is seeking to cement its status as a visionary pioneer while giving the world a taste of what a new era of so-called ‘spatial commerce’ might be like.

Balenciaga presents spatial commerce on Apple Vision Pro

Balenciaga’s partnership with Need for Speed mobile game taps into hybrid luxury mindsets. Understanding the opportunity to connect virtual and IRL expressions of identity and status, players can tap into unique looks in the game while also being able to pick up physical merchandise in-store.



Balenciaga and Need for Speed tap into hybrid luxury

Hound House, a new private members dog club, has opened in Toronto. Combining an indoor doggie park with co-working spaces, the care space caters to the growing demand for luxury pet services, which are increasingly desired, especially by pet-focused and lifestyle-oriented Gen Y and Gen Z.

House Hound taps pet-focused Gen Z with luxe doggie care

Louis Vuitton has teamed up with Timberland to court desires for accessible luxury. As people lean towards durability amid heightened eco-consciousness and rising prices, Louis Vuitton's approach aims to reach new audiences and flex cultural relevance by focusing on long-lasting everyday wear.

Louis Vuitton x Timberland focus on durable luxury

Casa Yuma Hotel in Mexico elevates sustainable luxury hospitality with interiors and architecture crafted entirely from local, natural materials. As demand for authentic local experiences in luxury travel grows, eco-projects like these attract environmentally conscious HNWIs.

Mexican eco-luxe hotel champions native materials

According to new research, high-income holidaymakers in the APAC region are increasingly planning their vacations around culinary destinations, pointing to a shift in priorities for HNWIs. As travelers grow to demand unique experiences, culinary tourism is becoming a major driver for luxury travel.

Culinary tourism is growing in APAC

Body jewellery is witnessing a renaissance driven by self-expression, nostalgia, and social media influence. Brands are tapping into cultural heritage and personalisation to meet these desires, reflecting changing attitudes towards body adornment and a quest for authenticity in a digital age.

What’s behind the body bling renaissance?

Loewe has paid tribute to Chinese culture, heritage, and craftsmanship with the launch of its latest retail space in Chengdu. The move reflects a growing expectation for nuanced global strategies and a desire for hyper-local offerings that reflect specific cultural identities.

Loewe taps local artists for Chinese store opening

Luxury spending in China is on a post-pandemic rebound, but shoppers may not be where you think. Instead of travelling overseas, citizens are choosing to fly domestically. What does this mean for the future of luxury shopping in the country, and what can brands learn from this post-pandemic shift?

Chinese shoppers fly domestic for luxury spending

Luxury consumption is slowing down in China as middle-class shoppers curb their spending and wealthier consumers turn away from flaunting their purchases. In this context, many brands are divided between maintaining exclusivity and broadening their appeal to attract new demographics.

Chinese clampdown on 'money worship' sees luxury drop off

For a quiet luxury brand, Bottega Veneta (BV) dares to take risks through different strategies to engage young Chinese luxury lovers. In its new creative era, BV’s endorsement strategies with local celebrities, unique theme pop-up stores, and social media stunts help it transcend ‘guochao’ gimmicks.

How Bottega Veneta renews luxury experiences in China

As luxury giants like LVMH and Kering report stalled or negative sales elsewhere in the world, they’re experiencing up to double-digit growth in Japan. With this continuing boost in tourism, the Japanese government is seeking different ways to spread spending from inbound travellers.

Luxury tourists cause a flood in the Japanese bargain market

Dolce & Gabbana is showcasing local Sardinian craftsmanship in a luxury fashion event. With people increasingly seeking to celebrate their roots and identities, brands that organise exclusive events around lesser-known artistry and locations will broaden their appeal to wider audiences.

Dolce & Gabbana showcases local Sardinian craftsmanship

French fashion brand Coperni has become popular in the last few years for innovative runway stunts and creating tech-focused pieces suitable for everyday wear. As fashion houses tailor their offerings for a younger audience, what sets Coperni apart for a new generation of luxury consumers?

How Coperni models futuristic style for Gen Z fashionistas

As pets get VIP treatment inside UK homes, pet-friendly boutique hotel The Egerton House Hotel is taking this to another level by designing a full-on luxury experience for furbabies and their fur parents. This comes at a time when pets are earning a new status among family units in British society.

How The Egerton uses luxury to indulge Britons pet parents

India's PM Narendra Modi won a third term, but his party lost an outright majority. Luxury spending rises, but the class divide grows. Tech innovations loom but also spread misinformation. Why? This Cultural Snapshot uses local stats to explore behavioural norms shared by people in India in 2024.

A Cultural Snapshot of India: 2024

An ageing population and declining birth rates are poised to significantly impact shopping trends in Japan’s booming luxury market. Luxury brands seem to be expanding their reach to include older generations with disposable income and wealth and younger generations who prioritise mindful spending.

How Japan's different generations are changing luxury consumption

Many brands ride the ‘guochao’ wave, but few genuinely desire to give justice to China’s illustrious past. Homegrown jewellery house Qeelin shows how it’s done through collections inspired by folk heritage, curated retail experiences, and rare, culturally relevant, and universally appealing pieces.

How Qeelin crafts lasting folk luxury for China’s youths

What began as revenge spending post-pandemic has now become par for the course, with Indians splurging on sprawling residences, lavish holidays, fashion, tech, and more. Simultaneously, however, India’s income inequality and unemployment numbers are soaring through the roof.

How luxury spending in India thrives amid a turbulent economy

Fanatics is entering the high-end sports trading card market through a new partnership with Sotheby’s to auction cards valued at over $100,000. Auction houses are expanding their collectibles and memorabilia categories, appealing to younger audiences who are increasingly participating in buying.

Sotheby's to auction rare sports trading cards

Luxury fashion behemoth LVMH is the ‘premium partner’ of the Paris 2024 Summer Olympics, with Louis Vuitton leather goods, Moët & Chandon champagne, Hennessy cognac, and other luxurious touches embellishing the Games. But what’s new about this intersection of sport and luxury – and what does it mean?

How luxury will play a key role in the 2024 Olympics

As the travel market improves post-COVID, German luxury travellers want more from their long-haul trips, keen to immerse themselves in local cultures on eco-friendly holidays. Meanwhile, younger, affluent travellers are seeking multi-centre options in unexplored destinations.

What do Germans want from luxury long-haul holidays?

Quiet luxury brought understated elegance and exclusivity into the spotlight. Offering a refreshing alternative to flashy fast fashion, The Row focuses on quality, social media exclusivity, and understated sophistication, proving that slow growth and discretion can lead to loyalty.

Why The Row redesigns luxury for quiet self-expression

As nationalistic pride soars in China, along with more disposable income, aspiration, and a need for novelty, people are hyper-tuned into traditional romantic festivals like 520 Day and the shopping that comes with it. International luxury brands want in, but can they compete with domestic ones?

What is 520 Day, and why do Chinese shoppers love to spend for it?

Online luxury shopping is advancing at a rapid pace, leaving multi-brand retailers scrambling to remain relevant to consumers with access to a variety of choices. Canvas8 spoke to Helene Holzmann about interacting with luxury online and how brands can sustain emotional connections beyond a purchase.

Helene Holzmann on the future of online luxury shopping

Citizens of India’s affluent class are hungry for real estate, and this demand is driving up the need for homeware brands to satisfy new local tastes. While international brands like Pottery Barn have been quick to snap up the opportunity to move East, it’s local designers who rule this market.

Why HNW Indians choose local homeware for their affluent homes

India’s newfound love for speciality coffee is brewing a new era of beverage preferences among local caffeine lovers, driving market trends and redefining cafe enthusiasts’ tastes. This shift presents new opportunities for brands looking to innovate in a rapidly growing market.

What’s fuelling Indians’ newfound obsession with coffee?

RIMOWA has partnered with Aimé Leon Dore in a collaboration that blends design codes from both brands. This comes at a time when people seek little luxuries in their daily lives, highlighting an opportunity for brands to create meaningful moments through storytelling and shared values.

RIMOWA x Aimé Leon Dore entice luxury travel buffs

Yayoi Kusama is one of the world’s most successful living artists – partly because of her philosophies and partly because of her Instagram-friendly aesthetics. Her collaborations with luxury brands show how the powers of art and the opulent can work together to elevate each other.

How Yayoi Kusama connects the dots of high art and virality

Luxury

French fans of football club Olympique de Marseille lambasted Pernod Ricard for striking a global deal with rivals Paris Saint-Germain. The move highlights how, within an intensifying local-first landscape, brands are challenged to act with awareness of local sensitivities.  

Pernod Ricard’s PSG partnership draws ire from local fans

Filipino fans have praised Olivia Rodrigo for her surprise Manila show that will be priced at just ₱1,500 (US $~26). The singer’s radical commitment to accessibility stands out in a time when expensive and stressful ticketing experiences have become a sore point for music fans.

Olivia Rodrigo makes concerts accessible for Pinoy fans

A Leeds-based band have taken home this year’s Mercury Prize, citing regional funding as a key driver in their success. With the creative industries in flux, brands can forge authentic connections with local creative communities by helping fill the gap in material support.

Mercury Prize win highlights gap in creative funding

Stone Island’s Fall/Winter 2024 campaign looks to define precisely what makes its community so distinct. Straddling the worlds of music, sport, and art, it highlights what it means to be a truly modern brand – one that's as much about the people who wear it as it is about the clothes themselves.

Stone Island campaign celebrates community and culture

With over 300 million users on Xiaohongshu, the image-sharing platform has become a safe space for Chinese women, giving rise to communities and even unconventional connections – from dating to friendships and job connections. What’s driving these unique ways of building relationships online?

How Xiaohongshu captures new forms of Chinese connections

Interest-based apps are seeing strong growth in monthly users, suggesting that people are turning to these platforms as new social hubs. Fatigue towards legacy social media shows no signs of slowing, and there’s an opportunity for brands to facilitate digital community-building in meaningful ways.

People flock to niche apps for their social media fix

A New York-based film festival is screening a series of hyperlocal stories in a bid to burst the algorithm bubble. Amid rising concern about the cultural and political impact of personalized feeds, the event aims to combat digital division by platforming underrepresented perspectives.

Brooklyn film festival combats digital divisiveness

HMV’s vinyl and CD sales have boomed following the Oasis reunion announcement, possibly driven partly by the band’s Gen Z fanbase. With the tour shaping up to be a massive cultural phenomenon, we can expect to see fandom creativity come to the fore across diverse formats and artefacts.

Oasis reunion sparks surge in physical music sales

The social enterprise Plate It Forward brings community to the kitchen by providing a safe working space for some of Australia’s marginalised individuals. Dining there means donating a meal to someone in need, touching on Australians’ core values and connecting with them beyond just a transaction.

Why Plate It Forward serves expat cuisine for an Aussie cause

Nintendo's success is rooted in its ability to evoke nostalgia, leverage IP, and build hype. By strategically tapping into its iconic franchises, collaborating with brands, and focusing on quality, Nintendo has cultivated a loyal fanbase and positioned itself as a leading player in gaming.

How Nintendo became a go-to brand for UK gamers

In a stagnating toy market, LEGO has managed to remain relevant in modern times. Enjoyed by both adults and kids alike, the beloved bricks demonstrate how to engage cross-generational fans across multiple platforms through contemporary collaborations and consumer co-creation.

How LEGO engineered enduring appeal in the digital era

Software with voice input, accessible on phones, is helping foreign workers at a nursing home in Japan. The tech aims to clear the language barrier and reduce its staff’s workload. As expectations of employers increase, support and upskilling can lead to greater satisfaction and retention of staff.

Tech supports foreign staff in Japanese nursing home

Chinese youth are showing renewed interest in traditional culture and spirituality in an attempt to regain a sense of stability. As discussions around death become gradually more open, funeral handcrafts are providing a meaningful way for Gen Zers in China to connect with heritage.

Chinese Gen Z rediscover traditional funeral art

As the saying goes, you’re never too old for Disney – but Hong Kong Disneyland also believes you’re never too young to make a difference. The park’s environmental efforts blend signature storytelling with best practices to teach kids how and why they should be climate warriors.

How Hong Kong Disneyland makes climate talk magical

Trapstar London emphasises the importance of cultural relevance and giving back to its audience, cementing itself as a key player in the global streetwear space that has a loyal following online and offline. What does its dominance say about the value of community connection and engagement?

Why Trapstar London builds on community and culture

A group of Brooklyn mothers have forged a supportive network at the local skate park, taking a more inclusive approach to the sport. Born of desires to escape responsibility and build community, the grassroots group represents a wider movement to redefine the cultural narrative around motherhood.

Skateboarding offers community for New York moms

The NFL has kicked off the 2024 season with a campaign that positions football as a force of unity. The campaign shows how DE&I has become baked into the brand’s DNA and looks to demonstrate how narratives of inclusivity can actually help drive resonance in these polarizing times.

NFL ushers in football season with DE&I-focused ad

In the age of pervasive social media, platforms like TikTok and YouTube become critical to preserving indigenous cultures and passing them on to younger generations. However, rigid censorship rules often impede this work, which calls for a designated approach to such content on these platforms.

Online censorship risks loss of Indigenous cultures

India faces a severe water crisis, with many people lacking clean drinking water. Water utility company Uravu offers a sustainable solution through water-from-air technology. The brand’s installed modular systems and water bottles urge Indians to reduce reliance on erratic groundwater sources.

Why Uravu designs a futuristic water system for Indians

Apple's new short film, The Relay, showcases athletes of all abilities competing side by side, with disabled athletes using accessibility features to assist in their preparation. The film highlights elite athleticism and the importance of inclusive, convenient technology.

Apple showcases athletic diversity in latest campaign

From coconut trees to Venn diagrams, Kamala Harris is leading a campaign that’s just ‘so quirky.’ With an official blessing as a Brat candidate, her eccentric anecdotes and social media presence target young US voters who want unfiltered and nuanced relationships with public figures.

How Kamala Harris’s comms strategy targets young voters

Clean Beauty Action Network (CBAN) has issued an open letter to the FDA calling for a ban on toxic products in hair relaxers. As people adopt a holistic approach to hair care routines, they want brands to be transparent about product materials and create products made with their needs in mind.

Toxic materials in hair relaxer prompts urgent action

In an era when Japanese shoppers are losing interest in the written word, Tsutaya is reimagining ways to bring them back to bookstores. The famous chain offers a range of literature, music, film, and other artefacts, often not found anywhere else, in a space built for community and self-expression.

How Tsutaya Bookstore reinvents the literary retail space

Breast Cancer Now has launched a new campaign drawing attention to difficult conversations. Inspired by real people living with breast cancer and their stories, the campaign looks to highlight their struggles and help them find the words to express what they are going through.

Breast cancer film exposes patients' hidden struggles

In 2024, Australians will navigate the balance between their deeply held values and economic realities. While their decisions mirror their desire for societal change, the cost of living crisis has shifted priorities. How do these dual realities shape people’s lives and decisions amid trying times?

A Cultural Snapshot of Australia: 2024

The Mid-Autumn Festival's influence stretches globally, touching billions of people of Chinese descent. Specifically, Southeast Asia houses the largest concentration of China's diaspora. What do the region’s localised celebrations of the event look like, and how can brands connect with its citizens?

How have Southeast Asians localised the Mid-Autumn Festival?

Community and grassroots

People are redefining luxury by choosing their own status symbols

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