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.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

The super-app announced a S$4 million investment in its gig workers' benefit program to provide better support for health and career progression. This highlights the growing expectations for companies to uplift employees' lives beyond work and how brands can commit to wellbeing.

TikTok is investing in resources to help small businesses grow on TikTok Shop. The accelerator programme, which is geared towards women and LGBTQ+-owned businesses, is the latest in the company's struggle to gain favour in the US market as regulators prepare to ban the platform.

Whalar has announced the launch of The Lighthouse, a number of physical campuses where content creators can learn, make content, and collaborate with their peers. As the creator economy continues to grow, brands are stepping in to facilitate and benefit from successful content creators.

Spotify has launched an in-house music consultancy called AUX that will guide brands on how to use music in advertising and pair them with musicians. As the UMG x TikTok clamp down puts music discovery in flux for emerging artists, Spotify aims to connect brands with their community of creators.