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?

People are turning away from the influence of celebrities and growing a conscious distaste for the lack of authenticity within the associated culture. Researchers see a chasm forming between people and celebrities as the lives of the famous serve to highlight the insecurity of daily life.

Mugler’s collaboration with H&M draws on dupes and brings luxury fashion to high-street shoppers. With dupe culture picking up steam, high-end brands are increasingly partnering with more accessible and affordable labels, providing an opportunity to build broader brand communities.

With model and ‘It girl’ Kendall Jenner as creative director, FWRD is a luxury fashion destination that’s rapidly garnering a mass following. From celebrity marketing and viral campaigns to physical pop-ups, FWRD is expertly positioning itself as an online retailer with real-world appeal.

Celebrity gossip is having a pop culture moment. It’s serving as a substitute for news, a coping mechanism for the world’s looming stressors, and a conduit for meaningful discussions. How can brands speak to Gen Zers as they seek value and connection in the media they consume?