Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, ye...

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.

The humble pickle, often discarded from many a Big Mac, is taking over the snack world via a viral TikTok challenge. Not only does this highlight the adventurous nature of British snackers but also demonstrates the power of TikTok in shaping contemporary food trends both on and offline.

Researchers from the University of Vermont have found that popular food-related TikTok hashtags can be detrimental to young people's mental wellbeing and may lead to the development of eating disorders. In the past, additional safety features have been used to protect vulnerable users.

McDonald’s is overcoming economic headwinds to recession-proof its brand through creative marketing centered on fan truths, brand collaborations with social currency, and a gamified loyalty program. At a time when hospitality is struggling, McDonald’s is shining and has managed to become cool again.

With over 9.4 billion views on TikTok, ‘What I eat in a day’ videos are a social media phenomenon. These short clips offer a glimpse into the diverse eating habits of people around the world and are generally fun, but what risks do they pose? And how can brands tap into the power of eat-fluencers?