Keeping TABS is a place where trends, anthropology, behaviour and strategy come together to offer the best culture-led behavioural insights
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The fantasy of someone else’s life is wearing thin. What happens when audiences want something more real?
After years of headlines claiming the slow death of drinking, it looks like younger generations are finally ready to give alcohol a shot. Gen Z is ready to join the party, relax a bit, and maybe even start letting go of their fear of being cringe. What’s behind this growing appreciation for booze?
HYROX is driving a massive ‘racecation’ trend across APAC, merging fitness, community, and travel. Driven by intentional spending, travellers seek events featuring celebrities, predictable race formats, and social experiences. Now, brands are responding with targeted hotel and airline perks.
The World Cup is the biggest sporting event in the world – but does global scale guarantee cultural impact?
At a time when engagement with advertising is declining, this year's Cannes Lions Grand Prix winners demonstrated that participation, utility and emotion are powerful ways to earn attention. Beyond these themes, what other characteristics do the winning work share – and what do they reveal about what it takes to create a Grand Prix-winning campaign in 2026?
As people become increasingly more open to trying new things, brands can earn loyalty as long as they prove their worth. When the economy is unpredictable, relying on price – whether to set a premium or to be a budget option – is unsustainable. Instead, brands can earn loyalty through their story.
Across underground scenes to niche online spaces, queer culture continues far beyond Pride Month – but what does it look like outside of June narratives? We’ve asked our editors to spotlight the communities and movements sustaining queer life year-round
If uncertainty is no longer a temporary phase but a permanent backdrop to everyday life, how is it reshaping the way we shop, spend and make decisions?
Cannes has long celebrated cinema’s glamour and creative self-belief, but this year the conversation is shaped by AI’s role behind the scenes. What does its growing presence mean for creativity?
Asian sports fans are in the middle of a transition. No longer satisfied with the sidelines, they seek more opportunities to engage with sports. Fans champion homegrown heroes and enrich new but thriving local sports scenes. How can brands tap into this now to ensure loyalty from fans in the future?
Millennial-coded aesthetics and moments are on the rise – but what’s fuelling this shift back to a millennial pink-tinged past that feels increasingly hard to leave behind?