Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

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?

Following efforts to champion Chinese ceramics, Loewe's Lunar New Year 2024 campaign pays homage to the ancient art of jade carving. Tapping into 'guochao' sentiments, it demonstrates how to nail cultural appreciation at a time when people have grown tired of trite attempts at localising luxury.

While D&I has become a hot topic in the Western corporate world, many companies are leaping into the unknown when applying related strategies in China, often leading to dire results and backlash. How do societal values and politics shape attitudes to diversity and inclusion in the country?