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 decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

Khaby Lame’s iconic videos on Instagram and TikTok convey a sense of humour that transcends language and culture, allowing him to achieve global success without uttering a single word. As brands look to connect with online communities, what does his success say about the power of relatable content?

Beauty brand Starface has partnered with Instagram account @afffirmations, creating posts featuring ironic inspirational quotes around people’s experience with acne, such as "my breakouts are iconic." Getting Gen Zer humour right is a fine art, but it can pay dividends with a young audience.

As more Americans support local businesses, indie beauty brands are thriving in the post-pandemic era. What can beauty’s big players learn from their smaller, independent competitors? And how can large multinational beauty brands remain relevant to locally-minded consumers?

With its focus on authenticity and humour, TikTok isn’t the most conducive channel for branded content. However, ultra-low-cost carrier Ryanair is embracing the creativity of the social media platform through its witty videos, which have been extremely well received by the public.