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?

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

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.

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.

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.

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...

Southeast Asia is poised to become a global fashion hub, with Thailand as a source of fast fashion. This shift brought the Thai brand Gentlewoman to the worldwide scene, becoming an iconic and recognisable name for young Southeast Asian women and inspiring knockoffs internationally.

Nike has showcased Filipino basketball culture with The Courtyard initiative. The initiative highlights how brands can foster values of inclusion and participation by helping people connect to their culture and community and thereby remain relevant with wider audiences.

TikTok continues to redefine entertainment and reshape the cultural landscape in Southeast Asia, with Gen Z at the forefront of this transformation. Through the short-form video app, they’re crafting a new narrative for what it means to connect, create, and communicate in this digital age.

Cỏ Mềm is an eco-conscious cosmetics brand in Vietnam that has managed to gain over a million followers in less than six years. From transparency in their ingredients to outreach programmes that reinforce customer trust, how else is Cỏ Mềm building confidence with consumers?