In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

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.

From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

Frito-Lay is offering $1 million to the fan who submits the most creative chip flavor, bringing back a popular competition from the past. The campaign showcases how brands can cultivate deeper fandoms through co-creation and uplift their audiences with unique opportunities.

In a stagnating toy market, LEGO has managed to remain relevant in modern times. Enjoyed by both adults and kids alike, the beloved bricks demonstrate how to engage cross-generational fans across multiple platforms through contemporary collaborations and consumer co-creation.

In celebration of Nicki Minaj'sPink Friday 2, her fans are creating depictions of themselves in a fictional kingdom described as 'Gag City'. With the help of generative AI, fans are leaning into co-creation to create experimental content and, in this case, foster a sense of close community.

Coca-Cola’s partnership with Bain & Company and OpenAI asked digital creators to work with generative AI to create branded imagery. With interest and concern around AI technology swirling in equal measure, creative, personalised marketing content could be a low-stakes entry point for brands.