As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Crypto assets are finding fans in gamblers, whose low risk-aversion makes the unpredictability of digital currencies part of the thrill. As gambling enthusiasts and financial traders become increasingly overlapping audiences, brands can move with the digital tide to remain relevant.

Regulations around gambling in Germany are undergoing a shakeup, making it easier for people to play online. But concerns abound over the impact of COVID-19 on gambling behaviour. Aiming to support those predisposed to addiction, PlayChange is offering anonymised support services.

Online gambling in France is a fiercely competitive business. Whether you want to bet on sports or horses, or even play a game of poker, Betclic is coming out on top. The brand has emerged as a market leader by using its social media and mobile app to attract male punters aged 18 to 25.

Feelings of shame around debt and a lack of engagement from traditional institutions have long hindered financial discussions among women. Gen Y ‘finfluencers’ are changing this status quo, using their social media savvy and relatability to improve their followers’ relationships with money.