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.

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?

BeReal is a social media app that hinges on the principle of scarcity. By limiting posts to one a day, it encourages users to share a snapshot of their daily lives in real-time rather than curating an idealized feed – a reflection of how demands for authenticity may reshape online communications.

Body-positivity movements are making strides in challenging unrealistic body ideals - for women, that is. But idealised imagery is having a negative impact on young men, too, meaning that being inclusive of men and the challenges they face within body positivity spaces is key.

What can the rise of ‘bad beauty’ tell us about the tastes of a new generation of consumers more focused on individualism and intersectionality than any before? And how do products need to embrace the revolutionary and rebellious nature of Gen Zers in order to win them over?

TikTok may be best known for its viral challenges and surreal skits, but the social media app is evolving into much more than a platform for comedy. How are Gen Zers using this digital channel to educate and inspire their peers? And how are their online communities impacting their offline lives?