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.

Amazon Prime Video is launching a localised service in Nigeria, one of Africa’s biggest markets, providing local-focused content and programming. The move demonstrates the importance of providing content and products that speak to people at a regional and tap into local narratives.

Created by online influencers Mona and Huda Kattan, luxe perfume brand Kayali is introducing the world to Middle Eastern traditions. It’s appealing to young beauty buyers who are losing interest in celebrity-endorsed scents but who remain highly receptive to tips from social media personalities.

With the impact of the coronavirus pandemic seeing more people in the Middle East staying at home, gaming is one industry showing growth. With a focus on translating popular games into native languages, Tamatem is targeting the sizable Arabic gaming market with a smart local offer.

Europe's largest commercial TV network, RTL, is creating a multimedia streaming service that will include TV series, music, audiobooks, and podcasts. RTL+ is heavily investing in original German-language content with a view to challenging global streaming platforms via local loyalty.