Navigating reality has become an almost constant shock to the system. With the ongoing cost of living crisis, wars, political polarisation, and global environmental issues, life’s stresses are becoming increasingly difficult to escape. With individuals and collectives in a perpetual state of disturbance, peop...

When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a...

Banksy has called upon shoplifters to target a Guess store in London after the brand used his artwork allegedly without his consent. The artist has exacerbated tensions as people consistently hear narratives of brands taking advantage of artists' work, despite calls for more honesty.

With people hesitant to get active and take up sports, Nike is trying to reframe perceptions around sport by shifting away from elite-athlete and tournament-focused narratives. Instead, it’s highlighting the fun and joyful aspects of sport with a campaign that celebrates failure.

Americans have a new online obsession: watching shoplifting content on TikTok. Beyond signalling an appetite for escapism during the never-ending polycrisis, what does the popularity of these videos reveal about the public’s state of mind? And how can brands harness the allure of true crime stories?

When a woman telling a story about how her shoes were stolen by a Tinder date went viral on TikTok, it ended up being a fantastic advertising opportunity for the company. The spontaneity and huge reach that followed shows the often unexpected nature of social media when it comes to brand narratives.