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.

UK book sales were higher in 2021 than they’ve been for a decade, a feat attributed to demand for fiction. Despite lockdowns ending, mobility continues to be restricted by testing obligations and travel costs. In the absence of holidays, books are satisfying the UK’s appetite for escapism.

Social media is transforming the way we read and buy books, with trending topics and viral posts guiding discovery and disrupting the traditional sales cycles. So, how can publishers harness these channels in their commissioning strategies? And how exactly are people talking about books online?

The emotional rollercoaster of the past few years has left Gen Zers calling upon contemporary coping mechanisms to alleviate stress. One not so modern, however, is their latest obsession with romance novels. What can we learn about their escapist search for comfort and connection?

As the pandemic saw people gravitate towards online shopping and subscription services, publishing house Hachette UK’s decision to launch the Feminist Book Box is no surprise. Hachette’s move indicates a market pivot into a space dominated by independent businesses and creators.