Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

The Mexican region of Oaxaca has opened a Gastronomy School, which intends to develop a Traditional Gastronomy Center in Mexico and Latin America. The school demonstrates the increasing importance being placed on maintaining locality and traditions in food as people seek to decolonise menus.

Mexican flavors have captured the hearts – and stomachs – of many Americans. But with a rapidly diversifying Hispanic population, people are searching for new, authentic takes on Latin American cuisine. How are supermarkets driving discovery, and how can brands keep developing this interest?

In the face of economic hardship, community spirit becomes a much-needed source of hope, joy and comfort. People turn to food not only as communal, but a community-building experience, tapping into collective and traditional knowledge on their culinary journeys. Brands are increasingly getting involved in community initiatives as a reliable way to build lasting relationships with the consumer.

Ancestral Mexican drinks are gaining popularity in households across the US as funky flavors help them explore under-celebrated parts of foreign cultures. As local cuisines gain prominence outside their home countries, people are showing more interest in blending familiarity with novelty.