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.

Apps like Partiful and Timeleft are booming in popularity as people look for unique ways to make connections and build meaningful relationships off-screen. This excitement for in-person meetups comes from digital fatigue and a need to tackle the loneliness crisis in alternative ways.

People are increasingly relying on the convenience of technology to bring the worlds they see on their screens to life. Recognising this, Samsung has unveiled an AI-powered feature that enables people to get recipes for the food that catches their eye when watching TV.

Walmart’sWirkin, a dupe of Hermès’ iconicBirkin bag, has gone viral on TikTok. The meme has reignited the debate around luxury, authenticity, and accessible fashion, and underscoring how dupe culture is pushing brands to demonstrate value beyond their labels.

Fandoms are gathering offline, with IRL events creating connection and combating loneliness amid global uncertainty. From look-alike contests to immersive experiences, fans crave belonging, purpose, and escapism, and brands are tapping into shared passions to foster community and cultural engagement.