Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, ye...

People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

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.

A holiday cruise around the world has become the latest Tiktok obsession, as users anticipate the drama that will unfold over its 9-month voyage. People’s desire for organic and spontaneous content may be leading to the creation of an entirely new genre of social media-led reality entertainment.