For today's youth, neo-tribalism is the new clique. Leaving blind conformity behind, these fast-moving, flexible cultures are a cocktail of affiliations and references, always shifting and reforming. But if everyone can be whoever they like, how do you know who’s in or out?

At its most basic, having a digital presence is a necessary precondition for inclusion in the economy. A well-managed personal brand can elicit authority and influence over others; and people are beginning to understand this and capitalise upon it.

More mums are choosing to become their own boss and look after their children at the same time. But does ‘motherism’ – the prejudice that paints ‘non-working’ mums as unsexy slobs – really motivate women to go back to work just to remove the ‘stay-at-home’ label?

Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.