Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Amid the cost of living crisis, influencers flaunting their wealth have come under fire, particularly by British TikTokker Shabaz Says. Alongside the de-influencing trend, this is indicative of a growing disconnect followers feel between them and influencers, ushering in a new era of marketing.

Co-creation has become a staple in gaming, soThe Simshas reached out to its community of Simmers to vote on the development of its upcoming Kits. This collaborative approach appeals to gamers that demand personalization and transparency, as well as fostering greater consumer relationships.

Content creators are taking to social media with anti-recommendations for their audiences in response to the way TikTok prompts constant consumption. Starting primarily with beauty products, this new trend reflects people looking to spend more carefully during times of economic crisis.

Gen Zers have a complex relationship with their mobile devices. Phone calls make many feel anxious, while some social apps are distrusted. Ephemeral messaging app Honk aims to address these points and cater to ‘Generation Mute’ with a playful, private platform that feels like chatting IRL.