Starring Cardi B in a diamanté dress, Pepsi’s Christmas commercial offers a departure from traditional wholesome narratives. Depicting the rap star as a badass Santa doling out cash instead of traditional gifts, the ad celebrates materialism and normalizes money-giving at Christmas.

How are women breaking down the ‘soccer mom’ stereotype and finding a work-life balance? Why are people delaying retirement? And what is the impact of America’s obsession with wellness? This Cultural Snapshot uses local stats and case studies to explore behavioural norms shared by American people in 2019.

A changing cultural climate is seeing both men and women shun toxic masculinity and demand new narratives around ‘being a man’. How are brands attempting to break down gender norms and stereotypes, and why is it so important to have diverse representations of manhood in advertising?

As sustainability continues to dominate headlines, it can often seem like everyone is on a mission to shop ‘green’. But research shows there’s a value-action gap among American consumers – while they say it’s important for a brand to be sustainable, their purchasing behavior says otherwise.