Distrust in institutions is snowballing as people become 

. “Organisations and individuals alike are taking a much harsher tone in the way they’re demanding change as they have run out of patience. People are calling out those in power and are much less diplomatic in their attitude,” 

, founding co-chair of the Bite Back 2030 youth board. In the UK, 

 is gradually declining following various scandals and ongoing discrimination, and the government’s perceived inaction on the cost of living crisis prompted 

 to launch a subversive campaign. Elsewhere, while 

 don’t discuss politics on social media for fear of being judged, they’re looking beyond established parties to make their voices heard around issues that matter to them.

People want to be seen and heard without fear

 surveyed in July 2022 said they’d felt the urge to join an organisation or public demonstration, yet 43% feel that their protest rights are less secure post-pandemic. This concern about freedom of expression is reflected in the UK due to arrests following anti-monarchy displays. “Being able to choose what, how, and when we protest is a vital part of a healthy and functioning democracy,” 

, a policy and campaigns officer at civil liberties charity Liberty. Globally, there is a yearning to be heard, but frustration is building, creating space for brands to help people meaningfully engage in politics.

The challenge for brands is to understand the new norms of social alliances and communities as people seek to challenge the status quo in collaboration with others. Voting loyalties in the US are shifting amid demographic and social changes. For example, 

 women are likelier to vote since Roe v. Wade was overturned. Meanwhile, Latinos in the US are turning away from Catholicism and towards Protestantism, which could benefit conservative politicians as 

 planned to vote for Republican candidates in the 2022 midterm elections. In Brazil, cosmetic company O Boticário is recognising an opportunity to champion the middle ground with a campaign that celebrates a new era of post-Bolsonaro reconciliation. “Ignoring the moment we live in would be unthinkable for a brand as connected with Brazilians as Boticário. That's why we found a sensitive and courageous metaphor to convey a fundamental message at the end of the year,” 

, the executive creative behind the campaign.

of US Gen Zers are buying or advocating for brands based on their beliefs and values

In November 2022, Republicans can’t win the midterms unless White voters behave as they did in 2016; Democrats can’t win unless White voters behave as they did in 2018 and 2020. What does a voter cohort in flux reveal about their sense of identity, aspiration, and belief?

What’s causing shifting loyalties among White US voters?

How is Middle Ground bridging social rifts in the US? 

Social and political tensions have left many Americans feeling insecure and unsure about expressing their opinions. YouTube series Middle Ground is confronting this pervasive discomfort by bringing people with opposing views together for open conversations around divisive issues.

‘Middle Ground’: conversations that confront division

Looking for online spaces to voice their ideological beliefs, extreme right-wing communities are taking root in gaming platforms. With safeguarding still in its infancy, the politicization of gaming illustrates the need for a more robust approach to hate speech in new media spaces.

Extremist ideologies finding a home on gaming platforms

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

Brazil has blocked access to social media platform X after Elon Musk failed to meet legal requirements, furthering debates over free speech and misinformation. While many users have migrated to alternatives like Threads and Bluesky, the ban has left Brazilians feeling disconnected.

Brazilians feel disconnected following X blockade

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

IKEA has launched a peer-to-peer marketplace in Madrid to help customers sell their unwanted furniture directly to others. As the shift towards circularity gains momentum, brands that adopt eco-driven business models can extend their lifespan and deepen consumer trust and long-lasting loyalty.

IKEA trials peer-to-peer marketplace in circularity push

As the realities of climate change start to threaten the production of raw ingredients, businesses are having to pioneer adaptable strategies to meet demand. Production in the cocoa industry is especially high stakes. Innovation is becoming a core strategy to build trust and solve supply challenges.

Cocoa industry uses sustainable solutions to build trust

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

Will a new political order impact civic optimism? How will AI influence climate action, and will AI's environmental impact accelerate experiences of extreme weather? And how will individualism change expectations of ESG? We speak to three experts about society, politics, and the environment in 2025.

2025 Expert Outlook on Citizenship

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

Fashion rental platform Rent The Runway is at the forefront of this sector’s revival, thanks to an influx of Gen Y and Z intrigue, smart use of AI, and a wildly successful thread of IRL events. So, what can brands learn from this thriving subsector of sustainable fashion?

How Rent The Runway renews fashionistas' eco values

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

eBay is bringing secondhand items to the runway with the launch of its first-ever Pre-Loved Fashion Week. As younger generations continue to turn to circular fashion to redefine luxury norms, brands can stand out by creating convenient and accessible ways for people to update their wardrobes.

eBay’s Pre-Loved Fashion Week boosts circular economy

Multi-generational dance parties are growing in number on the streets of New York, offering a much-needed source of release for locals, young and old. As people navigate the myriad stressors of modern life, they’re yearning for small moments of collective joy to cut through the gloom.

New Yorkers find release in inclusive dance parties

Amid a nationwide tendency for long work weeks and rigid hierarchies, Suntory stands out in Japan for all the right reasons. The worldwide beverage giant has an employee-first philosophy, treating mistakes as learning opportunities, aligning with Japanese employees’ desire for psychological safety.

How Suntory is helping Japanese people unlearn perfectionism

Bookshop.org has launched a buy-back scheme, offering readers website credit in exchange for used books. As conscious shoppers look to balance ethical consumption with time constraints and financial strain, the move helps bridge the value-action gap by making sustainability a more convenient option.

Bookshop.org is incentivising ethical consumption 

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

Nearly half of American adults say they’re planning to leave their jobs next year, with Gen Z respondents leading this trend. Disillusioned by traditional corporate culture, young workers are seeking more fulfilling ways to work and pioneering a shift in attitudes towards employment more broadly.

US Gen Zers are planning mass resignation

Newless is a bespoke upcycling service in the UK, aiming to transform pre-loved garments into custom, fashion-forward pieces. As people seek ways to reduce their environmental impact, there is a strong desire for products that align with these values while still offering individuality and style.

Custom upcycled service courts eco-ambitious fashionistas

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

TikTok creators are taking part in debates on the platform in the run-up to the US presidential election. These ‘political battlers’ are building new modes for political engagement and making up to $7000 a month through virtual gifts, but concerns remain about moderation and misinformation.

'Political battlers’ mix democracy with entertainment

How are UK cities engaging their inhabitants in city life? Where do city dwellers go for fun, and to spend their money? And what challenges are people in cities facing in 2024? This Urban Cultural Snapshot blends data and expert insight to illuminate contemporary behaviours in UK cities.

A Cultural Snapshot of the urban UK 2024 - 2025

Why are rural Britons more concerned with climate change? How is a shift in political leadership impacting rural communities? Why is there renewed invest in localism? This snapshot explores the behavioural shifts and norms of those living in rural communities up and down the UK in 2024.

A Cultural Snapshot of the rural UK 2024 - 2025

UK-based refugee charity, Refugease, has launched a gripping campaign that simulates the dangerous boat crossings made by refugees every day. The campaign not only highlights the power of representing real stories, but uses emotionally captivating immersive mediums to draw viewers in.

Immersive campaign spotlights the reality of refugee journeys

As people begin to embrace a more experimental approach to sustainable solutions, designer Jinghan Li is pioneering a new approach to both waste and industry collaboration. Her Project FabriCandy initiative turns waste textiles into edible treats and attempts to show a new way of creating food.

Designer sustainably turns waste fabric into safe sweets

The origin story of an Irish-language rap group has proven a surprise hit at the box office and is driving renewed interest in the local language. As people seek to reclaim heritage through a contemporary lens, demand is growing for diverse cultural identities to be reflected within the mainstream.

'Kneecap' film champions Irish language on a global stage

China’s first AAA level game, Black Myth: Wukong, represents a major breakthrough of the country’s game industry and its global influence. The game offers a fresh perspective on a classical story, appealing to domestic and international players by tapping into the country's rich cultural heritage.

'Black Myth: Wukong' sees China's gaming influence grow

The UK government has announced plans to treat misogyny as extremism. The rise of anti-feminist and misogynistic content online has become a worrying global trend, highlighting the need to challenge misogynistic viewpoints and counter extremism against women in online communities.

UK government commits to treating misogyny as extremism

Modern mortuaries are getting a revamp, using minimalist millennial aesthetics to make death feel more familiar. As spirituality becomes more mainstream and attitudes towards death change, Gen Y are moving to shake up old traditions, even in the most austere environments.

Exit Here is changing funeral planning for Gen Y 

Melbourne has become the latest major city to ban e-scooters, citing frequent resident complaints about safety and cleanliness as reasons. Despite the controversy, there's still a need for micromobility solutions and infrastructure that make sense for city life. 

Tensions rise between mobility hackers and city halls

BikeStormz 2024 saw thousands take to the streets of London, with the organisers aiming to curb knife crime by encouraging young people to join the cycling community. The movement points to an opportunity for charities and activist groups to support change through celebratory community culture.

BikeStormz uses Bikelife culture to engage youth activism

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

Waymo has announced plans to begin testing fully autonomous vehicles on freeways in San Francisco in August of 2024, pointing to a growing normalization of driverless cars. As more driverless vehicles begin to fill roads, it remains to be seen whether more drivers will adopt the technology.

Waymo expands driverless cars to San Fran freeways

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

NIU, a Chinese luxe e-scooter brand, is speeding ahead of the market with its award-winning designs. With e-scooters becoming popular to both the eco- and cost-conscious, NIU proves that safety and the ability to customise are key in courting new scooter fans – especially Gen Z.

How NIU scooters drive personalised eco-travel in China

Modern homesteading has entered the public consciousness, and a budding community of young male creators is building an online niche around their efforts to live off the land. With ongoing systemic failures driving down faith in institutions, interest is growing in more self-sufficient lifestyles.

Off-the-grid homesteaders promote autonomous living

The singer’s music video is facing potential legal action for possible damage to the protected dunes of S’Espalmador in Spain. With ongoing shifts in artist-fan relationships, people are expecting their favourite artists to use their platform for social and environmental good.

Katy Perry’s comeback further mired by eco legal action

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

AI is supercharging the desire for personalised experiences, but its environmental toll is massive. As energy demands skyrocket, the pressure is on for convenience-focused brands to innovate sustainably or risk falling behind. But how can they balance cutting-edge AI with eco-friendly practices?

Can convenience and sustainability coexist in the age of AI?

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

Spotify has launched a new campaign showcasing the universal appeal of music across age groups. The campaign challenges generational divides and highlights how musical tastes transcend age, promoting understanding and connection between generations when they're otherwise increasingly divided.


Spotify challenges generation gap in new campaign

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

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

For almost 100 years, it seems the Year of the Tiger has reigned. In a masterclass of longevity and creativity, brands might learn valuable lessons from the roaring Singaporean beer brand about catering to the ever-evolving tastes, values, and excitement of Southeast Asia.

How Tiger Beer creates fresh buzz among SEA drinkers

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?

Ad Council has launched a new campaign designed to highlight the barriers LGBTQ+ people face in their pursuit of equality. Taking an emotional approach, it looks to open people’s eyes to the injustices impacting so many and take action to ensure everyone has the opportunity to pursue their dreams.

'American Dreams' calls for year-round LGBTQ+ support

With about 663,000 Australians confronting mobility challenges, the Australian wayfinding app BindiMaps answers to those with accessibility needs by navigating indoor spaces. Inclusivity-driven, it deepens customer convenience by providing built-in accessible text, audio, maps, routes, and more.

How BindiMaps helps Aussies find ways to public autonomy

’Tis the season to gift, browse, and shop. Aussies haven’t lost any appetite for the Christmas season as a majority of the country continues to celebrate despite rising costs of living, spending most of their time and money with family. How can brands tap into the country’s holiday spirit?

How are Aussies shopping for Christmas?

The China Film Co. has partnered with a national broadcaster to air the 2024 Paris Olympics in cinemas across the country. As economic pressures force young people into smaller home environments, Gen Zers are embracing the event, viewing opportunity as a much-needed third space.

Chinese Gen Z choose to watch the Olympics in cinemas

Ahead of the Global Plastics Treaty negotiations, Greenpeace has launched a campaign calling out global leaders complicit in plastic pollution. People are searching for ways to streamline their recycling habits, and brands can stand out by highlighting the importance of collective participation.

Greenpeace spotlights urgency of collective action

Ahead of the US elections, HBCUs have embarked on a ten-stop tour to educate and mobilize young, ethnically diverse voters. As people increasingly lose trust in traditional authorities, brands can earn trust and stand out by highlighting the power of organizing on a local, grassroots level.

HBCU’s campus tours aim to drive youth civic engagement

For its soft representation of gay dating, Netflix’s The Boyfriend took the world by storm. Its nuanced layers of representation – from championing alternative lifestyles to reimagining the dating scene in Japan – easily enamoured not just the Japanese public but singles across the globe.

How The Boyfriend gently breaks barriers for Japan’s gay men

As the heat wave persists in South Korea, leading to outages, fires, and heat-related deaths, there is growing concern for older adults who are more vulnerable to its impacts. As the climate crisis worsens, people are calling for governments to provide greater health and safety protections.

Korean heatwave prompts concern for older adults at risk

Local businesses in Liverpool are offering support to affected communities following a series of far-right riots in the UK. As populations become increasingly polarised, there’s space for businesses to advocate for marginalised groups at a more personal, local level.

Local businesses rally to support communities post-riots

As more Chinese women advance in their careers, many are splurging on themselves. More than just shopping, these purchases are forms of self-care and self-discovery. In 2024, a ‘she-economy’ is rising in the country, with brands specifically targeting women and their new wants and needs.

Exploring China’s surging she-economy

In February 2024, Germany passed legislation that made it easier for people to carry and cultivate a fixed amount of cannabis. How might this partial legalisation affect the way people socialise, and what does the law’s ascent tell us about the nation’s recreational cannabis culture?

How might legal cannabis change socialising in Germany?

Across the US, climate disasters fueled by Big Oil will be shown on billboards in California, New York, Arizona, and Philadelphia as part of the Make Polluters Pay campaign. With greenwashing a major concern, direct communications can cut through cynicism while holding polluters to account.

OOH billboards reflect new expectations of climate comms

Netflix's unexpected reality hit, The Boyfriend, chronicles a heartfelt journey of love and friendship among a group of Japanese gay and bisexual men. Blending elements of the BL genre and showcasing a diverse cast, the show challenges Japanese cultural norms and captivates global female audiences.

'The Boyfriend' celebrates wholesome queer love in Japan

PepsiCo has launched the Planting Pathways initiative to provide opportunities for under-supported and early-stage farmers in Iowa. Intersectional environmentalism is key to developing a diverse and resilient ecosystem, and people are looking for targeted and holistic help from businesses.

PepsiCo pledges to support local farmers

Google is trying to tackle the problem of deepfakes on its search engine, limiting results for nonconsensual imagery – an area which has seen an explosion as a result of new AI technologies. Regulations have been slow to tackle the problem, pointing to a greater need for better protections.

Google tackles deepfake concerns with regulation

Triggered by misinformation around anti-immigrant sentiment, a series of riots erupted across Britain in early August, with protests taking place over a dozen cities throughout the UK. With tensions already high, this incident marks a new era in the salience of political disinformation in the UK.

Disinformation online spurs xenophobic riots in Britain

Citizenship

Social and political polarisation is increasingly pushing people to the streets in protest

The effects of a new wave of unionisation are evident on both sides of the Atlantic as people across sectors strike for better pay and conditions. But it’s not just at work that people are feeling discontent. Frustrations with the economy, governing styles, and various crises are pushing people to demand change for the better.