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?

The remote town of Bude on the Cornish coast saw its LGBTQ+ community elevate a large Pride banner as a protest against the exclusionary actions of the council. Queer people living in smaller towns are increasingly using grassroots activism to challenge the heteronormativity of their communities.

In celebration of International Day of the Girl, American Eagle Outfitters is launching its own Aerie Real Foundation that will support grassroots organizations and communities. The move builds on the brand's strong history of supporting social causes, showing genuine commitment to its values.

Cancel culture is real, but are Gen Zers more forgiving than we think? Fashion brands Sunnei and Reformation spent 2023 sharing negative feedback for the world to see, and social media consumers are loving it. So how can criticism be spun into a successful marketing tactic?

Queer group QI.X has employed useful strategies to secure a loyal fanbase despite facing some challenges throughout its rise in the K-pop world. The group exhibits how Korea’s conservative society does not necessarily have to hold back non-traditional bands – as long as they go global.