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?

From tequilas and whiskies to rosés and Champagnes, the number of drinks brands co-created by actors, athletes, and musicians is on the rise. But what do celebrity-founded products tell us about the power of parasocial relationships? And is D2C really a replacement for brand endorsement?

From poetry readings to live music tutorials, COVID-19 is transforming the ways celebrities interact with fans. But how are influencers and celebs using or misusing their platforms to broadcast how relatable and accessible they are? And how will the cult of celebrity evolve post-pandemic?

With hygiene still a top priority for many, the launch of celebrity-endorsed cleaning line Safely is well-timed. But critics say the brand’s humorous video launch ignores the housework exhaustion many consumers are facing, risking coming across as tone-deaf rather than aspirational.

From celebrity ambassadors to online influencers, brands have long used outside partners to build loyalty and trust. But as tech destabilises traditional paths to audiences, some brands are leaning on creative directors to keep fans interested – sometimes at the cost of their original identity.