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.

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.

Online gaming has ballooned in popularity during the pandemic, offering a social outlet amid lockdowns. By making gaming-friendly streaming service Twitch a key pillar of its Prime subscription service, Amazon is appealing to a broad landscape of mainstream and niche interests.

High-speed internet is seen as an essential part of modern living but many rural Americans are having to go without. All Points Broadband aims to change that by connecting people living in rural communities with the rest of the online world and helping to close the digital divide.

As community and the outdoors play an increasingly important role in our lives, US-based, female-led and -founded Textured Waves is on a mission to include minority women in surfing. The group celebrates female surfers of color in an arena often dominated by White men.

Among Us, a two-year-old indie game, has shot to the top of global game download lists, thanks to its social-first design and the endorsement of high-profile Twitch streamers. The game’s design is well-suited to lockdown sociality, supporting cross-platform play and building intimacy between players.