Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

With lockdown measures around the world restricting out-of-home activities, much of everyday life has moved online out of necessity. Whether they’re hosting digital dinner parties and happy hours via Zoom or touring museums from their sofas, people are rapidly adopting solutions that bring the outside world i...

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

US investment interest in Bradford City AFC hints at a new future for the football industry. Despite failing to purchase the League Two team, the investors' plan to model the club’s ownership on the sale of NFTs is an early sign that digitally-based football fandom may be on the way.

The weekly pilgrimage to a stadium may have defined football fandom in the past, but people nowadays have a breadth of ways to engage in the beautiful game. From ‘dark social’ discussions to artsy magazines, passionate support goes far beyond simply spectating.

European football has been plunged into shock as 12 of the biggest clubs in Europe released their plans to form a breakaway European Super League. As reports reached the public and footballing authorities, many have been quick to defame the proposal as one that smells of corporate greed.

The Premier League, one of the world’s most-followed football institutions, has returned for the 2021/22 season after a tumultuous 18 months that has encompassed COVID-19 shutdowns, pitch activism, and fan revolt. The game and its fans are changing, but in which direction remains to be seen.