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 support for unionization reaches record highs among Americans, employees at a New York Starbucks voted to unionize their branch in early December 2021. With big business falling out of favor, people are looking to collectively mobilize for better working conditions and arrangements.

A Gallup poll reveals that public support for unions in the US has climbed to a 56-year high. And while membership remains low, Gen Zers and younger Gen Yers are leading the way in greater union organizing efforts as they push back against their work arrangements.

How do you introduce coffee to a nation of tea lovers? With the demand for Starbucks continuing to grow, the coffee giant is innovating to offer the fastest, most convenient service for Chinese consumers. But how has the brand adapted its offering to promote coffee connoisseurship in China?

The closure of non-essential retail due to COVID-19 saw shopping become a mostly digital affair for many Britons. Yet while the future of the high street may be in jeopardy, people remain eager to connect with brands. How can pop-up experiences fulfil this desire in the post-pandemic landscape?