Andres Zambrano Bravo is a Berlin-based freelance journalist who loves to ask why. He loves puzzles and seeks answers to social phenomena and trends, helping researchers, companies, and artists to also find their voice along the way. When not annoying people with questions, you can find him spinning records in one of Berlin’s smoky venues.

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?

Assertive Audiences

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.

Border Reorder

Beth Demmon is a journalist who specialises in conversations about the culture of craft beer. She’s the founder of the Diverse Beer Writers Initiative and a founding member of the San Diego Brewers Guild Diversity. Her recent book,

 The Beer Lover’s Guide To Cider: American Ciders For Craft Beer Fans to Explore,

 explores the popularity of ciders in the US

United States

Eating and Drinking

Beer and cider

US Census

The Wall Street Journal

Mexico News Daily

The New York Times

Civic Science

The Drum

CNBC

Pew Research Center

Beverage Daily

PR Newswire

Forbes

Trafalgar Group

Interview with Beth Demmon conducted by the author

Ripples

In 2023, Modelo Especial dethroned Bud Light to become America’s most popular beer. Its rise to the top reflects a shifting culture of beer drinking – characterized by the growing Latine population, political controversies, and a trend of people opting for premium offerings to enjoy at home.