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?

K-pop fans are calling on their idols to leverage their influence on luxury fashion brands to fight against climate change. Concerned for the future of the planet, Gen Zers and Alphas are demanding concrete action and using the unified power of global fandom to instigate change.

JBL has created a spot focusing on escapism for its Authentics range, celebrating various artists and their musical worlds. As people look to escape the pressures of everyday life, building closer parasocial relationships with musicians and their output is becoming increasingly common.

In films and TV shows, existential threats to the Earth are often tackled by a small band of heroes. As the real world faces a climate disaster, how are eco-thrillers empowering people to become everyday protagonists? And how can brands use these narratives to spotlight their sustainability efforts?

The pandemic saw the music industry refocus its attention on climate matters as it came to a standstill. With artists, organisations, and audiences now engaging in the climate crisis conversation, what can the sector do to highlight these telling truths about sustainability going forward?