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...

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.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

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.

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.

Conversations about sustainability are no longer enough. As it becomes all but certain that global heating will increase beyond the 1.5°C of the Paris Agreement, the effects of climate change are already a reality for many communities worldwide. People are not only sensing the urgency of the matter but are re...

Indian beauty brands are tapping into the power of Ayurvedic philosophy to court wellness-minded consumers. As the 'health is wealth' mindset goes mainstream post-pandemic, brands offering holistic approaches to care for the body and mind can pave their way to wellness-minded shoppers’ hearts.

Indian streetwear label Huemn has tapped seventh-generation perfumer Ola Originals to launch its debut fragrance, Pheromones. It’s speaking to people’s shifting attitudes toward sexual expression in a largely conservative culture by marrying sex positivity with an homage to Indian perfumery.

Indian-based Ayurveda brands have been transcending beyond their traditional medical sphere and venturing into beauty and personal care. With a growing appetite for Ayurvedic beauty, Kama Ayurveda has been positioning itself as the luxury brand to go to both inside and outside India.

82°E – a self-care brand created by Indian actress Deepika Padukone – has announced its foray into body care. As the boundaries between people’s health, wellness, and beauty routines continue to blur, the body care space offers untapped potential when it comes to courting wellness-savvy Indians.