People want brands and public figures to take bolder stances that align with their vision. As polarisation increases, people are tired of softer takes designed to please everyone and less susceptible to the fear of being cancelled. Anti-heroes and outspoken role models are on the rise.
Faux-pas Figureheads
As trust in traditional leaders and institutions continues to decline, people are gravitating toward figures they perceive as more authentic and relatable. This shift is evident in how Americans engage with content on platforms like TikTok, where politicians and traditional journalists make up less than 1% of followed accounts. Instead, far-right figures like Candace Owens and Alex Clark have gained popularity among younger cohorts by breaking conventional moulds, appealing to audiences hungry for voices that challenge the status quo. Clark embeds conservative ideals in wellness discourse, reaching women who might otherwise avoid overtly political content. Similarly, Owens disrupts the conservative archetype with her unapologetic takes on identity and responsibility. With more Americans turning to social media for political information – a third of US adults under 30 get their news from TikTok – political memes have become powerful tools in shaping political discourse, distilling complex issues into accessible narratives for voters. However, increased trust in these unorthodox figures and platforms leaves audiences increasingly vulnerable to conspiracy theories and misinformation that thrive in these unregulated spaces.
Celebrity stances
Celebrities are using their platforms to champion causes closely tied to their identities or values, influencing public discourse significantly. Olivia Rodrigo used her GUTS World Tour as a platform to support causes dear to her heart – abortion rights and accessible fan experiences. In the US, she launched her Fund 4 Good initiative and channelled proceeds from ticket sales into supporting reproductive rights. Similarly, Saoirse Ronan went viral for boldly highlighting a blindspot during a seemingly well-meaning joke on The Graham Norton Show, sparking dialogue around women's safety and male privilege. Elsewhere, Taylor Swift openly endorsed Kamala Harris, condemning misinformation proliferated by AI and emphasising the necessity for transparency in political expression. And some stars are using their reach to address pressing societal issues, even if it costs them opportunities. For example, Adidas removed Palestinian supermodel Bella Hadid from its SL 72 campaign after facing backlash due to her public advocacy for Palestine amidst the war in Gaza.
Hyper-local leaders
People are increasingly seeking more representation through hyper-local figures who embody their intersecting identities. This demand is apparent as more Americans turn to localised voices that resonate with their personal experiences, providing a sense of belonging and understanding that national figures often lack. Podcast networks like Crooked Media are filling this void, creating spaces for nuanced discussions that blend political analysis with relatable, everyday narratives. Similarly, Bad Bunny's endorsement of Kamala Harris illustrates the power of leveraging cultural specificity to galvanise communities. Elsewhere in India, Senco Gold's Pride campaign highlights the importance of celebrating diversity within local contexts. By spotlighting local queer identities, the campaign counters narratives of "Westernisation" that often accompany LGBTQ+ advocacy in India, aligning instead with cultural and social nuances. Research shows that inclusivity in advertising has a positive brand impact, but the challenge for brands is not just inclusivity but localising their efforts to reflect the real stories of the communities they serve.