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?

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.

With mass urbanisation and inflation – worsened by the invasion of Ukraine – putting upward pressure on living costs and rent, innovation can make small footprint city living more affordable and attractive. What can disruptor brands do to move with these forward-thinking notions?

Many people are looking for lighthearted, escapist moments that alleviate societal stressors and allow people to tap into feelings of fun and joy. Ribena’s Chin Up campaign spotlights life's awkward stumbles, but reframes them in a celebratory way where people can reap the benefits.

Research from card issuing platform Marqeta has found that high inflation and a slowing economy have pushed people to look for more credit options and seek better ways to manage their finances. Facing a downturn in their fortunes, people want to receive tangible, tailored support.

As a result of the cost of living crisis, people are finding it harder to live sustainably and within their budgets. The added premium for green products, in particular, means that some eco-minded individuals are having to compromise their moral and ethical beliefs to simply get by.