The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

As US legislators consider banning TikTok, creators are anxious about disruptions to their incomes while millions of users have voiced their opposition to such a measure. Frustrated with Big Tech and governments' control of their digital lives, people may engage with the platform in inventive ways.

Since the pandemic, social shopping has soared in popularity, threatening brick-and-mortar stores and e-tailers alike. Given that people’s trust in influencers is on the wane, why is buying via video-based content apps so alluring? How does shopping this way meet people’s evolving needs and desires?

TikTok Shop has officially launched in the US, offering users the ability to buy directly from creators and expanded livestream features. While social shopping is growing worldwide, Americans have grown resistant to social media advertising, leading some to doubt the platform’s success.

Macy's initiative offers grants and mentorship to underrepresented entrepreneurs, establishing a pathway to become store vendors. Programs like these highlight how brands can redefine systems to become more equitable, especially as shoppers become increasingly discerning spenders.