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.

Chocolate Concierge celebrates Malaysian chocolate by partnering with local cocoa farmers and developing culturally inspired flavours. People's appetite for treats is on the rise, as is their preference for unique goods that authentically represent local heritage and history.

HSBC Singapore has launched the 'Futureverse Experience' campaign, which allows people to peek into millions of possible futures and encourages them to accept the unpredictability of the road ahead. Amid multiple global crises, people are looking for reasons to feel optimistic about the future.

Chinese households have become accustomed to the speed and convenience of door-to-door delivery as a result of the pandemic. As such, Ele.me has expanded beyond takeaway food by engaging with local economies and communities through expanded product offerings and strategic partnerships.

As the cost of living crisis first hit, people were often juggling deals and shopping destinations in search of the best price, but they’re now looking for brands that offer a sense of stability and belonging. Whether it is local-first initiatives, dynamic pricing, or simply transparent empathetic communication, people want to be loyal.