In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

McDonald's Grimace-themed milkshake has made waves online, with the #grimaceshake trend on TikTok transforming the happy purple character into something a little darker. Adopting a product into fan storytelling can effectively generate hype, whether or not it matches the brand's intentions.

Gen Z-led fashion brands are using meme culture to stand out in a crowded direct-to-consumer marketplace. Young people are looking to signal in-crowd status through their fashion choices, and some are setting up brands to achieve this goal while reflecting the mood of their generation.

Following the release of the third season of HBO’sSuccession,the interest in ‘no context’ meme accounts has surged. What can this tell us about community, entertainment, and people’s desire to be in the know, and what does the next chapter of audience engagement look like?

As meme culture has blossomed online, so too has the political meme become a significant aspect of online political debate and a vehicle for irreverent reaction to political events. Looking at which memes are widely circulated or adapted helps to offer a ‘temperature check’ to gauge popular opinion.