Referring to ‘saltiness’ as slang for bitter cynicism, ‘Low-sodium’ Subreddits – such as the one for Cyberpunk 2022 – offer fans space to just enjoy things.

Low-sodium Subreddits

With wealth still firmly in the hands of tech elites in spite of promises of democratisation, some optimists see the future of the internet as something that can be cooperatively owned. 

‘Exit to Community’ 

From ‘catboys’ to ‘femcels’, slang and archetypes from niche online communities are diffusing into popular culture – though the origins, in closed communities with strong insider tendencies, tend to be obscure.

Theorygram 

‘The Soho House of Web3’. ‘The Future of friendship’. ‘A VIP lounge for crypto’s creative class’. The much-hyped Friends With Benefits DAO aims to transmute ‘good vibes’ and collaboration into financial clout. 

Friends With Benefits

Airtopia – Nike’s brand world within Roblox –  taps into Gen Z and Alpha’s creative prowess and their experience with digital world-building, putting creative control in the hands of its audience.

Airtopia 

In a small-scale effort to better distribute resources, people are using ‘community fridges’ to share surplus food and take care of each other. 

Community fridges

The Lakota Nation – long autonomous from the US government – aims to use cryptocurrency to decouple its finances from the US dollar and ‘build for the future’. 

MazaCoin

Nintendo has launched its first music-focused app where users can access soundtracks from its games. As the gaming community grows more inclusive, brands can play a pivotal role in expanding virtual worlds by leaning on nostalgia and kidult behaviors to appeal to both hardcore and casual fans.

Nintendo entices kidults with nostalgic music app

Australian app Kic redefines how women approach wellness by promoting inclusivity, balance, and healthy fitness habits. Founded by Steph Claire Smith and Laura Henshaw, Kic provides accessible, judgement-free fitness programmes that encourage sustainable health goals for all kinds of women.




How Kic fights toxic diet culture for Australian women

Gen Alpha is all about building, creating, and making things their own. No wonder they love to game – so much so that gaming is to Gen A what social media has been to Gen Z and Y. As this young generation grows, understanding how they see and use digital spaces will be key to capturing and maintaining their interest.

What does Gen Alpha want from gaming?

Sport and fashion are becoming more and more interwoven as sports stars front campaigns for high fashion brands and clothing labels make their mark between the lines. Now, the media is catching up as Carine Roitfield unveils a publication dedicated to the intersection of these two worlds.

Carine Roitfield courts fashion-conscious sports fans

Students at Columbia University erected a traditional shelter for the Jewish Sukkot holiday in support of peace amid the ongoing occupation of Palestine. Protests like these highlight a desire for community and connection as people continue to speak out against social and geopolitical tensions.

Jewish students build sukkah in action for Palestine

Cash Cobain fans are being given the chance to create their own unique MP3 of his viral song 'Problem'. As artist-audience relationships become more fragmented, this presents an opportunity for gamified experiences that foster co-creation, allowing fans to strengthen their connection to the music.

US rapper fosters fan co-creation with unique MP3 verses

When Detroit People's Food Co-Op opened, the growing interests of the local community in food culture converged with values-focused community businesses. Its cooperative model and local partnerships highlight the opportunities for grocery stores to build customer enthusiasm and loyalty.

How Detroit People's Food Co-Op fills a hunger for community

Emerging technologies are reshaping creative processes, highlighting a tension between digital tools and a growing desire for authentic, human-driven output. Canvas8 spoke to cultural insider Sorrel Salb to explore the current trends and developments that are impacting the creative community.

Sorrel Salb on the impact of tech on the creative community

Following an initial venture into e-books in 2023, TikTok’s parent company, Bytedance, is planning to steer its publishing arm towards print. Capitalising on a BookTok-fuelled reading renaissance, the move falls in line with shifting preferences towards analogue media, particularly among Gen Z.

Bytedance taps BookTok hype in move to print publishing

Australia’s nightlife is evolving, driven by crowds who prioritise meaningful experiences, mindful consumption, and offline connection. In response, Sydney’s legendary Chinese Laundry has reopened – embracing a no-phone policy, inclusive spaces, and top-tier programming to drive community engagement.

How Chinese Laundry revives nightlife for Aussie bonding

As women's health innovation faces systemic underfunding, AthenaDAO fosters community and collaboration. By leveraging decentralized science, this pioneering organization empowers women to advocate for their health, bridging gaps in research and support for underserved populations.

How AthenaDAO bridges the research gap for women’s health

Frito-Lay is offering $1 million to the fan who submits the most creative chip flavor, bringing back a popular competition from the past. The campaign showcases how brands can cultivate deeper fandoms through co-creation and uplift their audiences with unique opportunities.

Lays encourages co-creation with fan flavor contest

The likes of Sabrina Carpenter and Chappell Roan have taken over pop with highly stylized aesthetics and theatrical performances. In this cultural shift toward bold self-expression, authenticity and fantasy are two sides of the same coin. Driving it? Gen Z’s embrace of nostalgia and inclusivity.

Welcome to the theatre kid renaissance

With a personality that’s become inextricable from her brand, engagement with customers through a bespoke platform that addresses them directly, and cross-sector collaborations that draw in new audiences, Charlotte Tilbury has curated a world of cult-status products, with an all-inclusive fanbase.

How Charlotte Tilbury personifies inclusive beauty

At a difficult moment for the British night economy, hi-fi listening bars are taking off across the country. With an emphasis on top-quality, intentional listening experiences, the venues tap into a growing desire for interest-led, communal third spaces and immersive sensory environments.

Listening bars offer sensory third space for audiophiles

Amid a steep decline in relevancy among younger users, Facebook has launched a redesign aimed at tapping into Gen Z’s evolving relationship with social media. In line with a broader shift towards a 'post-platform' internet culture, the changes emphasise local, community-driven features.

Facebook redesign attempts to win back Gen Z users

A school for adults in Hokkaido, inspired by Danish educational institutions, is attracting people of all ages to engage in self-reflection and personal growth. As trust in traditional institutions wanes, this trend signals the need for brands to consider alternative pathways in learning.

Adult ‘School for Life’ gains popularity in Japan

In Japan, oshikatsu, or passionately supporting a fave celebrity or character, has evolved from a niche subculture into a multigenerational, mainstream phenomenon, driving significant spending and immersive fan experiences. What is fuelling this shift, and how are brands tapping into this trend to engage fans across age groups?

How Japanese superfans go all out for their heroes

Aussies are united by their love for sport, and the record-breaking attendance at the 2024 Australian Open is not the only proof of that. As online communities and content consumption habits evolve, what does it mean to be a sporty Australian, and how can brands place themselves accordingly?

How can brands win over sporty Australians?

Millions of TikTok users are participating in a wholesome pay-it-forward movement for moms, showing that parents deserve some love, too. In a society where the sacrifices of parenthood often go unnoticed, the trend provides a tangible way to recognize and validate the challenges of motherhood.

'She Deserved the Purse' helps mothers in need

What are the new norms of fan-icon relationships? Is relatability more powerful than aspiration? How can the new codes of creative culture be leveraged to cut through and win audience trust? Download our Spotlight on culture's new icons.

Spotlight on: 2024's culture shapers 

Japanese start-up Irori Corp. has launched Crafty, a social media platform dedicated to crafters and artisans. Building on the domestic success of alternative social media apps, it’s offering a niche and empathetic community for the country’s side hustlers and small-business owners.

Crafty helps Japanese artisans build community

Lox In A Box is a rare pandemic success story, bringing America’s best-loved bread roll to the land Down Under. Today, the neighbourhood mom-and-mom outlet is giving the nation more to love with branded merchandise worth repping and a menu that gets more exciting after hours.

How Lox In A Box built a community of deli lovers

Japanese employees have met a push to introduce a four-day workweek with scepticism due to the high social pressure Japanese feel toward work. However, attitudes might be changing with younger generations, and there’s an opportunity for brands to tap into this shift.

Japanese employees are sceptical of four-day workweek

Cadbury has done more than satisfy India’s sweet tooth – it’s changed how Indians celebrate Diwali. Combining age-old tradition with modern tastes, the choco-giant has shifted the Diwali gifting culture away from conventional sweets to premium chocolates. How did Cadbury do it?

How Cadbury sweetens Indian gift-giving during Diwali

The summer of 2024 was a vibrant season of sport across Europe, with German teams and athletes attracting eye-watering sponsorship deals. But as people’s interest in sport evolves beyond the mainstream, Sponsoo is helping lesser-known athletes, teams, and leagues get in on the action.

How Sponsoo empowers German fans to sponsor sports

Telfar is debuting its first leather bag with an exclusive pop-up at Selfridges. As demand for localised stories rises, brands can redefine luxury by fostering deeper connections through tactile engagement and culturally fluid narratives, offering a fresh perspective on traditional luxury concepts.

Telfar redefines accessible luxe with debut leather bag

For over 157 years, Arnott’s has been central to snacking Down Under, offering everything from Taylor Swift-inspired Tim Tams to the exclusive Yo-Yos of the south. As Australians embrace more snack-focused eating habits, how is Arnott’s reinforcing its prized place in the nation's pantry?

How Arnott’s defines Aussies' love for snacking moments

Reddit has introduced an AI feature that can translate posts and comments into different languages. As people increasingly seek out multicultural social media experiences, there’s an opportunity for brands to empower users with the tools to co-create their own global villages.

Reddit weaves global communities with AI translation

Millions of young people are blending reading and socializing on BookTok. Authors are becoming influencers, using DIY marketing and unconventional swag like custom perfumes to engage their micro-communities. What does the ‘lit-girls-as-it-girls’ trend tell us about how we’re reading in 2024?

The rise of the literary ‘it’ girls

The brainchild of start-up Koodos Labs, Shelf is a social app connecting people with similar media preferences. As Gen Zers feel increasingly disconnected from the ‘social’ in social media, they’re looking for digital safe havens that allow their personalities and interests to shine.

Shelf helps Gen Z build community around media tastes

Greggs has launched Baked in Gold, a jewellery collection, during London Fashion Week. It features sausage roll earrings and other playful items designed by Dion Kitson, marking Greggs' continued affirmation of accessible positioning and reaffirming its everyman brand with novel twists.

Greggs launches jewellery collection for superfans

Urban Outfitters is launching a college-inspired pop-up at 20 major US colleges. With back-to-school season often causing anxiety for many, brands can help ease the stress by creating personalized and immersive experiences that resonate with students' values, beliefs, and identities.

Urban Outfitters lures Gen Z with back-to-school pop-ups

Since it was first released in 2022, Elden Ring has achieved mainstream success in the gaming community for its rich storyline, immersive landscapes, and highly intense levels. How are players responding to the intricacies of open-world gaming, and what can brands do to move with the times?

How Elden Ring tests the endurance of gaming communities

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

Streaming platform SoundCloud empowers artists to build and grow their careers by providing progressive tools, services, and resources. With AI having a huge effect on the music industry, SoundCloud aims to bridge the gap through empowerment, AI assistive tools, and building music communities.

How SoundCloud tunes into British creativity

A study found that when looking for green flags on dating apps, more than three-quarters of people say they’re drawn to fellow users with ‘interesting hobbies, interests and pastimes.’ And as people struggle with dating app fatigue, niche hobbies may be a pathway to more organic connection.

Niche hobbies provide an antidote to dating app fatigue

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

As ongoing financial pressures put a squeeze on British nightlife, traditional pubs are growing in popularity among Gen Z. With young people on the hunt for community connection, so-called ‘old man pubs’ are satisfying a demand for more authentic and cost-conscious social experiences.

British Gen Zers are reviving the old man pub

With social media an integral part of digital natives’ growth and development, the social news and networking platform Reddit stands out for its diverse communities and engaging discussions. The platform provides a space for US teens who are too afraid to talk about sensitive topics with parents.

How Reddit became a trusted adviser to American families

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

The charitable organization has commenced its annual Game to Change the World campaign aimed at Gen Alpha fundraisers. Gaming has become a pivotal tool in Gen Alpha’s sense-making practices, and young audiences will be expecting more than just immersion when it comes to virtual activations.

Comic Relief US nurtures Gen Alpha changemakers

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

Spanish Gen Zers are swapping dating apps for pineapples in supermarkets, underscoring a broader movement towards more authentic, experience-driven socialising among the youth. Brands can facilitate real-world interactions by creating innovative spaces and experiences for organic connections.

Spanish Gen Zers add a tropical twist to their dating lives

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 used nostalgia to become the UK gamer go-to

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

Down under, Australia is feeling the pinch of the cost of living crisis. While tightening their belts, they’re also manifesting their aspirations online through Pinterest – surpassing half a billion users in 2024. What does this exhibit about what Aussies are looking for in online platforms?

How Pinterest inspires Aussies through lifestyle curation

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

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

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

Stores selling animation and gaming merchandise are gaining popularity among Chinese youth as places to connect with like-minded peers. With fandoms providing a crucial source of community building among Gen Z, ‘Guzi’ stores are generating appeal by creating moments of connection and belonging.

‘Guzi’ stores offer community retail for Chinese youth

Nintendo is launching an immersive exhibition in Japan where fans can experience their favourite games from the company's archive. As attitudes around 'kidulting' evolve, brands can appeal to desires for play and escapism by merging modern technology with nostalgic products or experiences.

Nintendo’s Kyoto museum entices nostalgic gamers

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

Netflix has announced plans to bring the world of Squid Game to life with a live-action event in New York. As people increasingly look for immersion in the worlds of their favorite films and series, brands have the opportunity to deepen fan connections and appeal to desires for social gaming.

Netflix taps superfans and social gamers with IRL event

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

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?

Noplace is a social media app that has captivated the hearts and minds of socially curious Gen Zers. By providing a platform for creative expression and a valuable way to connect with friends, it evokes nostalgia for early internet communities and fulfills a desire for authentic interaction.

How social platform Noplace is bringing joy to Gen Z

Videos of Gen Y parents hilariously struggling to converse in Gen Alpha lingo are making the rounds online. As younger generations’ niche slang enter the mainstream, there’s an opportunity for brands to play the role of translator and help parents bridge the gap in understanding.

Gen Alpha slang is impacting parent-child dynamics

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

Reddit has seen a surge in daily active users in the second quarter of 2024, driven largely by its popularity as a user-generated search engine. As faith in legacy social media wanes, a post-platform era is taking shape, and users are increasingly seeking out smaller, community-based online spaces.

Reddit’s UGC focus appeals to authenticity-seeking users

Breaking made headlines in its Olympic debut, but perhaps not for the reasons many had hoped. Organisational issues and unconventional moves dominated conversations, highlighting the challenges of establishing cultural relevance – especially during mainstream sporting events.

Breaking fails to land cultural relevance at Olympics

As Gen Zers engage with slower, mindful lifestyles, phillumeny – the art of collecting matchboxes – is increasingly gaining popularity. Driven by a desire for connection and shared memorabilia, people are looking for brands that can bring discovery and adventure to niche interests.

Matchbox mania speaks to Gen Z love of memorabilia 

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

The British Show Pony Society has pledged its commitment to support hobby horsing, a rising sport popularised in Finland and gaining traction among the youth. The initiative highlights the power of subcultures in connecting people through shared interests and emphasises the joyful aspects of sports.

Hobby horsing entices Gen Alpha sports buffs

Running clubs in the Philippines have given fitness enthusiasts safe spaces and a venue to connect. Brands across varied industries have begun to align with club interests, supporting them while positioning themselves to ride the massively growing participation and interest in the sport.

How Filipino running clubs connect brands and their audience

K-beauty brand TIRTIR has teamed up with the hit anime series Oshi no Ko to release a limited-edition make-up collection. As Japanese youths take superfan culture to the next level, IP-centric engagement and immersion will be the way forward when it comes to driving resonance with this audience.

TIRTIR lures Japan’s superfans with Oshi no Ko collab

California craft brewery 805 Beer has dropped an documentary-style ad featuring professional surfer Lakey Peterson. The ad is reflective of a broader strategic shift in beer marketing, where brands are honing in on feel-good sports values to align with new generations of mindful drinkers.

805 Beer ad celebrates Californian surf culture 

The Imaginary transports viewers into the magical realm of a child's mind as they play with their imaginary friends. The Netflix film emphasises the significance of imaginary friends in our early years and offers inspiration for brands to boost the power of imaginative and empathetic play. 

Netflix's The Imaginary shows the power of play

Hope & Sesame has found its footing in Guangzhou and has become one of China’s best. The Dongshankou-set speakeasy’s unique approach to unearthing craft cocktails fostered a global following among alcohol lovers, whose preferences continue to shift toward symbolic beverages and brands.

Why Hope & Sesame crafts liquor journeys in urban China

The local government of Minami-Echizen in Fukui, Japan, has launched a manga-themed campaign that illuminates social issues while promoting tourism. As fandom becomes a way of life for Japan's Gen Z, speaking the language of pop culture will be the default mode of engagement for this audience.




Japan town boosts tourism with socially conscious manga

In a time of Australian financial insecurity, disadvantaged communities need more help than ever. Why are brands pledging their support to organisations like The Smith Family, and how can it encourage a giving culture in Australia, especially among those from younger generations?

How The Smith Family draws the line in Australia's youth poverty

With influencers like Nara Smith and Hannah Neeleman glamorizing rigid gender roles, ‘tradwives’ are firmly in the spotlight. Is this trend reflective of a move toward traditional values, a slower pace of life, and the rejection of hustle culture? And what does such content say about society?

Who are the internet’s tradwives?

On social media platforms, meals are getting a little calorific. As women embrace the carnivore lifestyle and swap out vegetables for hunks of meat and butter, it’s fueling a shift in diet culture and giving rise to collectives with like-minded, non-mainstream foodie values.

Who are the new lady carnivores?

Do people value creativity over convenience in their homes? How are older generations redefining care and retirement? In what ways is the shift in modern masculinity impacting relationships? Where is the perfect balance between social connections in the online world and IRL?

Home and Relationships Sector Snapshot: July 2024

Sales of physical music have increased for the first time in 20 years, driven by big releases from popular worldwide artists such as Taylor Swift and Billie Eilish. As digital-first consumption becomes the norm, collecting physical copies of media is growing in its importance for fans.

Physical music sales increase for first time in 20 years

Fashion label Marc Jacobs is distinguishing itself among the chronically online by leveraging celebrity endorsements and creative promotions on Gen Z-led platforms like TikTok. It’s showcasing how a brand can evoke positive emotions online and engage people suffering from attention fatigue.

How Marc Jacobs’ influencer era inspires Gen Z’s creativity

People from Northeastern India have faced prejudice toward their local cuisine. However, as interest in hyperlocal stories grows, YouTubers tackling negative stereotypes are finding global audiences and driving attitudinal shifts by spotlighting the local culture and ecology behind the dishes.

Hyperlocal food content is shifting global prejudices

Olaolu Slawn is a Nigerian-born, London-based artist forging his own path to global success via third-culture inclusion, co-creation, and an unapologetic approach to controversy. So what can brands learn from his organic approach to cultural relevancy and newfound attitudes to art?

How Olaolu Slawn uses cultural clout to draw in art fans

Christmas in China is a secular holiday, focusing on entertainment and colourful décor over gift exchanges and religious carols. Moreover, it has become a time for socialising and romance among young Chinese people, presenting opportunities for luxury brands to connect with holiday revellers.

What does Christmas look like in China?

San Miguel Brewery is the Philippines’ top beer producer, with a wide range of beer brands that have made a name for themselves locally and internationally. In a country where beer and drinking customs are indispensable, San Miguel is influential in the social and cultural lives of everyday Filipinos.

How San Miguel became a Filipino rite of passage

Fangirls are redefining femininity and emerging as a powerful economic force. From Taylor Swift’s Eras Tour to Barbiecore, they’re driving significant spending, shaping cultural trends, and fostering vibrant communities. How can brands authentically engage with this influential audience?

How fangirls became an economic force

Run clubs are gaining popularity in Australia as a milder way to socialise, fostering connections and friendships better than conventional events. This trend reflects a cultural shift, blending fitness enthusiasm with a solution to digital isolation and fulfilling the need for genuine social bonds.

Run clubs are the new dating apps for Australians

Charli XCX's sixth album, BRAT, has transcended music to become a cultural phenomenon. Its distinctive lo-fi, lime green branding, and strategic marketing have tapped into Gen Z's desire for authenticity, insider communities, and nostalgic tendencies – blending digital savvy with real-world impact.

How Charli XCX’s BRAT captured the cultural zeitgeist

The geography of jobs is changing, and although it’s not yet clear how things will shake out in the long term, digital nomadism is on the rise – though the stereotype of the White surfer bro coding at the beach is long outdated. So, who are today’s digital nomads and what are their challenges?

How digital nomads are shattering the status quo

SOM teams up with Energy Vault to create urban and landscape designs that generate and store green energy. With biophilic designs providing escapism from city life, the partnership highlights the role of architecture in transforming buildings and natural spaces into sustainable power sources.

SOM x Energy Vault spotlights innovative urban eco designs

Despite typical associations with an older generation of stout fans, Guinness has achieved cult status for young drinkers in the UK. As drinking habits shift within this group, people are looking to express their identity through their choice of beverage, and a new culture is forming around the brand.

Guinness popularity is soaring among young drinkers

Japanese youth are using social media to explore their hobbies and, by proxy, their deepening community engagement to meet new friends. However, they still prefer in-person socialisation over online conversations, causing them to turn to disruptive platforms that are community-centric. 

Japanese youth turn to social media for hobbies

Following his viral Juneteenth Pop Out concert in Los Angeles, Kendrick Lamar has teamed up with others to donate $200,000 to 20 Los Angeles-based charities and community initiatives. The move highlights the power of locally-driven initiatives and the importance of reinvesting in one's community.

Kendrick Lamar drives investment in local community

After declining in popularity for years, J-pop is catching up to K-pop on the world stage. By keeping their identities hidden, J-pop stars have allowed listeners to focus on their music rather than their personal lives. What does this say about how Gen Z feels about influencers and social media?

Anonymous J-pop stars connect with Gen Z’s desire to stay incognito

Ahead of the Paris 2024 Olympics, NBC is partnering with social media platforms to enhance coverage through creators and influencers. Recognizing the shift towards unfiltered, relatable content, NBC seeks to engage younger audiences with intimate, behind-the-scenes access to athletes.

NBC taps creators to improve Olympics coverage

An interest in outdoor recreation that emerged among Chinese people during the pandemic has transformed from a trend to a long-term lifestyle. Why are citizens, especially Gen Y and Z youth, heading outdoors, and how can brands tap into this booming market that is even changing how people dress?

Chinese youth are embracing the great outdoors

Pub culture has long been a part of Australian society, but a new trend in no- and low-alcohol drinking – driven by younger generations – has seen a shift in how Australians are engaging with these community spaces. What can brands learn and expect from this spreading sober culture?

Gen Z Aussies are craving sober nightlife

Lifecycle 

People are constructing meaningful collectives 