People are redefining status for themselves using a broad range of factors beyond solely economic ones. This new iteration of status is often based around increasingly niche and local signifiers, and status is becoming a mode of belonging and connection with like-minded people.

A Nielsen Sports report has revealed that Formula One is the world’s most popular annual sporting series, with its fanbase having grown to over 750 million people. With many routes in for fans who aren’t avid or die-hard supporters, F1 has become an example for sports looking to reach new audiences.

As the fashion and automotive worlds collide, luxury streetwear brands Kith and Aimé Leon Dore are leading a transformation of classic BMW and Porsche models. This reflects a broader shift as cars become style statements, speaking to Gen Z's focus on cultural relevance over traditional car culture.

Toyota Australia’s online content series spotlights the barriers preventing Aussies from getting their driver's licences. As brands navigate polarising attitudes towards DE&I, it may be helpful to focus on relatable, everyday experiences that appeal to people of different backgrounds and beliefs.

Female Lamborghini owners in the US were invited to the #SHEdrivesalambo retreat in Arizona to experience the brand’s latest cars and participate in wellness activities. Luxury brands can tap into people’s desire for insider status and novelty experiences with such targeted outreach events.