From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

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.

Greta Gerwig’sBarbiemovie has led to increased interest in Barbie-inspired fashion. Despite comfort becoming a top priority when buying clothes post-pandemic, the power of Barbie is seeing people forgo this quality if it means they can indulge in some sartorial nostalgia.

McDonald’s is overcoming economic headwinds to recession-proof its brand through creative marketing centered on fan truths, brand collaborations with social currency, and a gamified loyalty program. At a time when hospitality is struggling, McDonald’s is shining and has managed to become cool again.

Crocs has evolved from an unfashionable yet functional footwear brand to a major industry player that's a fixture in the high fashion and streetwear spaces. It has effectively become a lifestyle conglomerate as a fresh generation of consumers prioritizes comfort, individuality, and personalization.