Social media is evolving into a space for open-minded exchange of ideas and information. Within that shift, an emerging crop of influencers are gaining traction – the genuinfluencers. With less of a profit-driven mindset, these influencers are focusing on substance over superficial form.

Lululemon has named Chinese Formula 1 driver Zhou Guanyu as a brand ambassador for 2023. By partnering with an aspirational figure who resonates with local culture and heritage, the apparel brand is demonstrating how international companies can appeal to regional audiences.

Pop star Rosalía has become one of the top Spanish-speaking artists worldwide thanks to her cross-cultural and genre-defying sounds. What does her success tell us about how multiculturalism, strong iconography, and the rising popularity of niche cultural figures in reshaping the pop marketplace?

From celebrity ambassadors to online influencers, brands have long used outside partners to build loyalty and trust. But as tech destabilises traditional paths to audiences, some brands are leaning on creative directors to keep fans interested – sometimes at the cost of their original identity.