As distrust in institutions and brands builds, increased importance is being placed on peer-to-peer communications, recommendations, and connections. Moving away from traditional sources of information online, people are looking to each other – and strangers – for everything from medical advice to care and comfort.

Content creators are taking to social media with anti-recommendations for their audiences in response to the way TikTok prompts constant consumption. Starting primarily with beauty products, this new trend reflects people looking to spend more carefully during times of economic crisis.

A survey has found that Australians are drinking less beer, instead opting for ready-to-drink (RTD) beverages, which have increased in popularity since 2020. In addition to a broader reckoning with alcohol, health and financial factors are influencing the beverages Aussies choose to consume.

Alcohol has long been central to Australian culture – from celebrations and commiserations to casual social get-togethers. However, amid increasing focus on health and self-care, young non-drinkers and a wave of no- and low- alcohol options are on the rise. How can beer brands appeal to this shift?