In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

Chamberlain Coffee has found success among a younger generation of coffee drinkers, earning itself a cult-like following. It's an example of how cultural icons are proliferating their influence across sectors, leading brands to partner with unlikely figures who resonate with wide audiences.

Lancôme has unveiled 21-year-old YouTube star Emma Chamberlain as a brand ambassador to increase engagement with Gen Zers. With authenticity and relatability key ingredients when engaging younger audiences, brands are looking to push messages of self-expression and representation.

From celebrity ambassadors to online influencers, brands have long used outside partners to build loyalty and trust. But as tech destabilises traditional paths to audiences, some brands are leaning on creative directors to keep fans interested – sometimes at the cost of their original identity.

MrBeast’s particular brand of outrageous stunts paired with his everyman sensibility has earned him a trusting, loyal, and rapidly expanding fanbase. As he becomes only the second independent content creator to reach 100 million subscribers, what does his popularity say about audience expectations?