In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

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?

Luxury brands are unlocking the attention of gamers through immersive advertising. In partnership with Fortnite, Armani Beauty set up a minigame that players can explore to crack the ‘Code’ of its fragrance, demonstrating how brands can integrate themselves into virtual worlds.

Minecraft: Education Edition is at the forefront of tech education, providing lessons, immersive worlds, challenges, and curriculum all within one platform. This is prompting a new wave of learning experiences for Gen Zers and Alphas, creating a more engaging school environment.

A subset of gamers is looking to make the hobby more inclusive by setting up online communities with only positive vibes. The move reflects people’s growing frustration with online platforms failing to protect users, highlighting opportunities for brands to help make spaces safer.

While Brazilian Gen Yers and Zers represent a third of this year’s electorate, they don’t feel heard by the running parties when it comes to themes such as personal finances, education, and the environment. What can brands do to help this generation engage more actively with political content?