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?

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

As extreme weather events and record-breaking heat become the norm, climate change has moved beyond future fears and become a present-day reality. On average, 57% of people worldwide report that climate change has already severely impacted where they live. Permanently changed, erratic weather patterns are col...

Conversations about sustainability are no longer enough. As it becomes all but certain that global heating will increase beyond the 1.5°C of the Paris Agreement, the effects of climate change are already a reality for many communities worldwide. People are not only sensing the urgency of the matter but are re...

A study exploring musicians' impact on climate change efforts has found that many fans want their icons to take a stance. As people form more parasocial relationships with musicians and celebrities, they're more inclined to look to their idols to use their platforms for social good.

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.

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?

Doja Cat’s fans are deleting their stan accounts after the artist criticized their sense of entitlement and blocked many across social media platforms. The debacle highlights a desire for more parakin relationships as superfans look to directly engage with and influence brands and idols.