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?

Sneakerheads’ interests are evolving, shifting from merely collecting to prioritising sustainability and uniqueness. Many are drawn to limited-edition releases that tell a story or support a cause – while others ignore them altogether. How can brands respond to sneaker fans’ changing preferences?

Fashion fandom is evolving, and it’s opening up the idea of hype. Gen Zers are creating their own hype by subverting cultural nods with their community fandoms, while luxury stylers are going to subtle coding and influencers are spreading insider secrets. Beyond personal aesthetics, people are looking to their values and identity to help decide on which hype train to get on, with sustainability and inclusivity topping the agenda.

Amid a societal push for equality and inclusion in the US, consumers are calling on organizations to champion the voices of Black-owned brands and the people behind them. Black Connect is a non-profit that's mentoring, funding, and advising Black businesses to help them overcome economic biases.

Black craft beer entrepreneurs are blending their cultural identity in their product branding, creating a vehicle for community gathering and equity exploration. How will the politics of entrepreneurship develop as founders break away from a culture of competition to focus on community?