While the cult of food personalities from Anthony Bourdain to Nigella Lawson used to signal clout, people are now turning to more down-to-earth figures for food entertainment. As the circle of influence shrinks, people seek content relatable and reflective of everyday lives.

A group of influencers is facing backlash for promoting Shein's Innovation Factory after going on a paid trip to Guangzhou, China. With people becoming more critical of influencers and businesses, calls for transparency are rising, challenging brands to offer more than surface-level change.

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.

The pandemic worsened inequality and triggered widespread antipathy towards the mega-rich. Yet despite their opposition to extreme wealth, many people still desire financial prosperity. So, as individuals redefine aspiration, how can brands acknowledge outrage without exploiting it?