When Culture and Community Collide: Lessons from Nike’s After Dark Half-Marathon

Nike’s After Dark women’s half-marathon in Los Angeles was billed as more than a race – it was an immersive cultural experience designed to empower women, elevate community, and celebrate movement after hours. With a post-run performance by Doechii and thousands of first-time runners in attendance, it had all the ingredients for a standout moment in sport and culture.

But the reviews told a more complex story – one that holds key lessons for any brand designing experience-led campaigns in 2025.

A Cultural Moment That Fell Short on Execution

While the event succeeded in creating energy, enthusiasm, and wide participation (with nearly 15,000 runners, 43% of them first-timers), it also faced legitimate criticism over logistics. Attendees reported long wait times, confusion over the start, and pacing policies that changed mid-campaign – challenges that, in some cases, left runners feeling excluded from the full experience, including the post-race concert.

The event’s concept – reclaiming the night through community, movement, and celebration – was strong. But as we’re seeing more often in the experience economy, cultural ambition must be matched by operational clarity to truly resonate.

Experience Is the New Brand Equity

Nike has long set the bar for culture-first storytelling in sport. Their ability to champion marginalised voices and empower communities is central to their global brand power. After Dark reinforced that – but also showed the growing tension between intention and execution.

When an experience is built around empowerment, especially for underrepresented communities, the details matter. Inclusivity is as much about infrastructure as it is about messaging. When expectations shift – as they did with the three-hour pacing limit – even small changes can signal larger disconnects.

Brands today aren’t just judged by their campaigns. They’re judged by how people feel during and after the experiences they create.

Three Takeaways for Brands Designing Cultural Events

1. Inclusive Experiences Require More Than Inclusive Messaging
   Celebrating diversity means designing for it – across paces, identities, and abilities. Clear, consistent communication and support structures are vital.

2. Emotional Equity Begins with Operational Excellence
   From check-in flows to finish line energy, execution isn’t just logistics – it’s brand storytelling in real time.

3. Culture Can’t Be a Backdrop – It Has to Be the Blueprint
   When cultural relevance is central to the brand promise, it must inform every layer of the experience – not just the music line-up or influencer turnout.

The Bottom Line

Nike’s After Dark was a bold move – bringing women together in a joyful, empowering, after-hours run through Los Angeles. And while the vision was compelling, the experience reveals how high expectations have become for brands that lead in cultural space.

As more companies lean into immersive, community-driven activations, the standard is clear: if you’re going to build culture, you have to build infrastructure that supports it.

Because when it comes to cultural relevance, how you deliver is just as important as what you say.

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A Homage To Brian Wilson: The Sonic Architect Who Rewired American Culture

Brian Wilson wasn’t just a genius. He was a disruptor, a quiet revolutionary who remade pop music from the inside out. His passing at 82 closes a chapter on one of the most profound cultural legacies of the 20th century, and his fingerprints are still all over the sound of today.

Before Brian Wilson, pop was catchy. After Brian Wilson, pop was cathedral. He took the California dream - surfing, convertibles, golden-hour innocence - and turned it into a widescreen, Technicolor sound that reshaped how America saw itself. He didn’t just soundtrack the sixties. He mythologised it, then deconstructed it. And when the illusion cracked, he gave us music that looked straight into the void and still somehow offered grace.

Wilson’s Beach Boys weren’t just hitmakers. They were cultural architects. "Pet Sounds" didn’t just inspire Sgt. Pepper. It provoked it. The Beatles weren’t competing with anyone except Brian. Paul McCartney has called “God Only Knows” the greatest song ever written. That’s not a compliment. That’s acknowledgment of Wilson as a generational force, someone whose instincts changed the very vocabulary of pop.

He bent the studio to his will long before that was even a concept. Long before hip-hop producers were layering samples or indie bands were chasing lo-fi transcendence, Brian was wiring harpsichords, dogs barking, and bicycle bells into heartbreak anthems. He built songs like film scores. “Good Vibrations” wasn’t a single. It was a six-month sonic experiment that accidentally became a number one hit. He made emotion into architecture.

And his influence wasn’t just musical. It was spiritual. Wilson cracked open the pop star archetype. He was a frontman who didn’t tour, a genius who couldn’t always function, a legend who often didn’t want the spotlight. He showed the cost of genius and the beauty in vulnerability. He was decades ahead of the conversation on mental health and the toll of fame. In a world now obsessed with authenticity, Wilson was the original unfiltered soul.

You can hear his echo everywhere. In the rich melancholy of Frank Ocean. In the layered optimism of Vampire Weekend. In the cinematic reach of Tame Impala. Every artist trying to push pop past its limits owes something to Wilson’s experiments, whether they know it or not.

His life was complicated. His journey was brutal. But he came through it all still chasing beauty. Still trying to tune into something divine. That’s what made him matter. Not just the hits. Not just the accolades. But the risk. The fact that he never stopped searching for something pure in a world that wasn’t.

Brian Wilson didn’t just change music. He changed what music could mean. And for that, he’ll always be more than a Beach Boy. He’ll be a blueprint.

God only knows what we’d be without him. But thankfully, we’ll never have to find out.

Y-3 KURO: When the OG of Streetstyle Doubles Down on Its DNA

Yohji Yamamoto has always done things his own way. So it feels fitting, even poetic, that Y-3’s newest evolution is a sub-label where Yohji collaborates with, well… Yohji. Y-3 Kuro is here, and I’m absolutely here for it.

I worked on the Y-3 brand at adidas from 2015 to 2017. Not at the very beginning, but during a time when Y-3 had already proven it wasn’t just another designer-sportswear experiment. It was something more permanent. A movement built on contradiction, discipline, and freedom. We weren’t chasing trends or sneaker culture validation. We were building a world for the non-conformists. For those who wanted their wardrobe to say less, but mean more.

That spirit still resonates, and Kuro captures it. “Kuro,” meaning black in Japanese, is Yohji’s color of choice and his most powerful design tool. In his hands, black becomes language, form, and identity. This new sub-line strips Y-3 to its core: sharp, functional silhouettes reduced to their essence. Clean track jackets, pared-back tanks, beanies. It is restraint with purpose.

If you know Y-3’s history, you know this isn’t a pivot. It’s a continuation. A reassertion of what has always set the brand apart.

Over the years, there have been key moments that defined Y-3’s relevance and longevity:

1. 2002–2003: The Birth of a Category
Y-3 launched in 2002 and debuted at Paris Fashion Week in 2003. It was a groundbreaking moment: Yohji Yamamoto, then already a legend in avant-garde fashion, partnered with adidas to create an entirely new category - high-fashion sportswear. Minimal branding, draped silhouettes, and performance-forward thinking became the brand’s DNA. This wasn’t fashion chasing function; it was function reimagined through fashion.

2. 2004: Platform Sandals Before They Were Cool
Years ahead of the current wave of clogs, slides, and sport-fashion hybrids, Y-3 released a platform sandal with a split-toe mesh bootie and bold typographic branding. It was fashion-forward, ergonomic, and arguably set the stage for today’s utility-meets-luxury footwear movement. Back then, it confused people - now, it looks prophetic.

3. 2013: The Qasa High Drops — and the Game Changes
The Qasa High sneaker arrived and didn’t just sell - it shifted the culture. Its elastic wrap design, tubular sole (a callback to adidas' '90s archive), and neoprene upper made it an instant cult item. It inspired dozens of imitators and opened the floodgates for designers to treat sneakers as sculptural objects.

4. 2014–2016: The BOOST Trilogy — PureBOOST, Run Boost, and Ultraboost 22
Before the world fell in love with BOOST through Yeezy or Ultraboost, Y-3 introduced it to fashion crowds with the PureBOOST. Later, the Run Boost amped up the silhouette with oversized branding and Yamamoto’s signature asymmetry. Kanye himself wore them — and resale prices soared.

5. 2016: Y-3 Designs Flight Suits for Virgin Galactic
Yes, really. When Richard Branson’s space tourism company needed flight suits for its crew, it tapped Yohji and Y-3. Designed with heat-resistant Nomex and Yamamoto’s eye for silhouette, these weren’t gimmicks - they were industrial couture made for the stratosphere. (as seen in my portfolio projects)

6. 2018: The Y-3 4D Runner Introduces FutureCraft to the Avant-Garde
With only 200 pairs released, this sneaker merged adidas’ FutureCraft lattice sole with Yohji’s refined minimalism. It was tech-forward, runway-certified, and another example of Y-3 being first to blend high design with real performance science.

7. 2022: “20 Years: Re-Coded” Campaign with Zidane
To mark its 20th anniversary, Y-3 turned to longtime collaborator and icon Zinedine Zidane. The campaign featured Zidane in full Y-3 - trench, vest, tracksuit - as a living embodiment of elegance in motion. The campaign didn’t just look back; it reminded people why Y-3 still matters.

Which brings us back to Kuro. It’s not a rebrand. It’s a refinement. A creative re-centering. The silhouettes are subtle but loaded with intent. It feels like a return to what made Y-3 so powerful in the first place: the ability to say a lot by doing very little.

As Yohji once said,
“With one eye on the past, I walk backwards into the future.”

That is exactly what Y-3 Kuro is doing. Not chasing nostalgia, not chasing hype. Just moving forward in its own quiet, confident rhythm.

As someone who had the privilege of working on this brand from the inside, I see this moment not just as evolution, but as affirmation.

And yes - I’m here for it.

SXSW London: A Missed Opportunity That Must Do Better Next Time

Plenty of people have been asking: does the UK really need SXSW London? One comment I came across recently summed it up bluntly - why pay £1,560 for a delegate pass when we already have a thriving ecosystem of homegrown showcase events like The Great Escape, Sound City, FOCUS Wales, Wide Days, ILMC, Chris Carey’s FFWD, and the important work being done by Dr. Yasin El Ashrafi in Leicester?

That stuck with me, and I have to say - I didn’t attend SXSW London. Not because I didn’t want to be curious, but because I genuinely didn’t feel the offering justified the price or the time investment. And based on the programming, reviews, speaker lineups, social media feedback, and media coverage I’ve since seen, I’m confident I made the right call.

Safe, Sanitised, and Superficial

The programming, on paper, felt like it was built for browsing, not building. Most sessions were short - around 30 minutes - with overstuffed panels and no room for actual dialogue. The tone seemed more suited to a stream of corporate keynotes than a space for meaningful cultural exchange. In an era where creative industries are under immense pressure, SXSW London missed an opportunity to go deep, take risks, and speak to the realities of the moment.

Uninspired and Over-Engineered

From what I’ve seen and read, the speaker lineup lacked edge. The event seemed to play it safe - choosing recognisable, brand-friendly names over people actually moving the needle creatively. The result? Sessions that read like a LinkedIn feed brought to life: polished, shallow, and largely forgettable.

Politics Over People

One of the most talked-about aspects was the unannounced appearance of Tony Blair and David Cameron. That decision prompted backlash and led to some artists withdrawing in protest. The term “artwashing” was used for good reason - injecting politics without transparency felt misjudged and undermined any sense of community trust or cultural authenticity.

Branded Vibes, Not Cultural Pulse

Visually, the event looked slick - but many attendees commented that it felt like a branded trade show rather than a genuine celebration of culture. It leaned heavily into commercial polish, yet struggled to capture real creative energy. Even the freebies - like mini branded speakers - felt symbolic of the disconnect between branding and value.

The Elephant in the Room: The Price Point

Let’s not ignore this: £1,560 for a delegate pass is not just steep, it’s exclusionary. Especially when freelancers, small organisations, and emerging artists are already stretched. Multiple people have pointed out how unsustainable this is. I wouldn’t be surprised if next year sees an influx of complimentary passes just to get the right crowd in the room.

What SXSW London Needs To Do Next Time

1. Earn the Right to Be Here
   Engage with the creative communities already thriving across the UK. Don’t impose - collaborate.

2. Lower the Price Point - Dramatically
   If you claim to value accessibility, make it real. This isn’t Silicon Valley.

3. Rebuild Credibility
   Avoid political PR stunts. Prioritise integrity and transparency.

4. Create Space for Real Dialogue
   Slow the format down. Allow time for meaningful conversation, not just soundbites.

5. Centre UK Creativity
   SXSW London has to reflect UK-specific voices, challenges, and strengths. Otherwise, it’s just SXSW-lite.

Bottom line: Even from a distance, the debut of SXSW London seemed to miss its moment. There’s no denying the infrastructure was solid, but the substance felt hollow. If it’s going to earn its place in the UK’s cultural landscape, it needs to be rethought from the ground up - with humility, fairness, and a genuine commitment to the creative communities it claims to serve.

Until then, we already have better options.

A High Court Ruling with High Stakes: What the Brockwell Park Verdict and The Leadmill Closure Mean for the Future of UK Live Music

This past week, the UK’s live music industry received a double gut punch, one from a courtroom in London and the other from Sheffield’s most storied stage.

First, a High Court ruling sided with campaigners who challenged Lambeth Council’s use of Brockwell Park for major music festivals like Mighty Hoopla. The judge determined the council had overstepped planning limits, placing the future of large-scale live events in the park in jeopardy.

Then came the heartbreaking news from Sheffield. The Leadmill, an independent venue that has been a cultural cornerstone since 1980, lost its appeal against eviction. Despite widespread public support, the Court of Appeal refused to intervene, meaning the venue must vacate its building within three months.

These two moments, while seemingly disconnected, paint a sobering picture of a fragile cultural landscape under siege.

A Fragile Ecosystem in Crisis

The UK’s live music ecosystem is one of the most dynamic and influential in the world. It is a sector that contributed £1.6 billion to the UK economy in 2022 (UK Music), supported tens of thousands of jobs, and helped define the global careers of countless artists, from Adele to Arctic Monkeys.

Yet behind the scenes, it is an ecosystem stretched to its breaking point:

• One grassroots music venue is closing every week (Music Venue Trust)

• Festivals are battling rising costs, shrinking margins, and legal uncertainty

• Independent promoters and cultural producers are being squeezed out by commercial landlords and overregulation

• Artists and freelancers are navigating a post-COVID environment with fewer opportunities, less funding, and less security

The closure of The Leadmill is emblematic of the deeper crisis. For over 40 years, it was not just a venue, it was a launchpad. Coldplay, Pulp, Oasis, The Stone Roses, all passed through its doors. Its eviction signals a broader threat: that independent culture can be bought out, locked up, and copied by landlords, with no legal protection for the spirit that made it iconic in the first place.

The venue now faces over 70 job losses, along with the loss of a vital piece of Sheffield’s cultural identity.

Festivals Under Fire, Culture Under Threat

Meanwhile, the Brockwell Park case highlights the delicate legal frameworks that now govern public cultural life. The ruling, which found that Lambeth Council had exceeded its powers by permitting the park’s use for more than 28 days without proper planning consent, may appear procedural. But its implications are profound.

If replicated across other councils and parks, this decision could destabilize summer festival programming across the UK. Festivals like Mighty Hoopla do not just entertain. They draw hundreds of thousands of visitors, support hospitality, boost local businesses, and provide critical stages for emerging artists.

The Protect Brockwell Park group insists it is not "anti-festival," a position that underscores the need for better dialogue, not deeper division. This is not a binary choice between green spaces and live events. It is a policy vacuum where culture is being sidelined because infrastructure, permissions, and protections have not kept up with modern needs.

Of course, the concerns of local residents must be taken seriously. The impact of large-scale events on parks and neighbourhoods cannot be ignored, and communities deserve a say in how their public spaces are used. But this should not be framed as a battle between culture and community. Many festivals have strong local roots, employ residents, and actively reinvest in the areas where they take place. With thoughtful planning, clear communication, and responsive infrastructure, live events and local communities can absolutely coexist. Blanket legal rulings that threaten to shut down entire cultural ecosystems risk doing far more harm than good. What we need is a smarter, more collaborative approach; one that values both community wellbeing and the enormous cultural and economic value these events bring.

We Need a Smarter Approach

This is not about nostalgia or sentimentality. It is about rethinking how we value and govern culture in the UK.

If we want to protect the future of live music, along with the jobs, identities, and economies it supports, we need:

• New planning frameworks that recognise recurring festivals as cultural infrastructure

• Tenant protections for long-standing venues like The Leadmill

• Sustainability guidelines that balance environmental concerns with cultural access

• Community engagement strategies that empower residents without erasing events

• Government support and cultural investment that treats live music as an economic and social asset, not a luxury

Not the End, But a Turning Point

The Leadmill has vowed to continue its legacy elsewhere. Brockwell Park may still host events, but under new scrutiny. These moments, though painful, can also be pivotal.

This is a call to action for policymakers, local authorities, landlords, artists, and audiences alike. Live music is part of the UK’s DNA, but it will not survive unless we start showing up for it, not just with applause but with policies, protections, and purpose.

Because when the stages go silent, the silence echoes far beyond the music.

Beyond Branding: adidas Originals, Abbey Road & Factory International Redefine Access in Music

In the world of creative collaborations, some partnerships go beyond the traditional, pushing boundaries to reshape industries. The new adidas Originals Recording Studio in Manchester, designed in partnership with Abbey Road Studios and Factory International, is a perfect example of this type of cultural intervention. This isn’t just a branding exercise; it’s a reimagining of what music access and creative infrastructure can look like in the modern age.

A Studio with Substance

When we think of world-class studios, Abbey Road is almost synonymous with music history. Known for shaping the sound of countless legends, its involvement in this Manchester project isn’t just a co-sign; it’s a stamp of excellence. The idea of bringing Abbey Road’s engineering expertise into a space designed for the next generation of artists is a game-changer.

But it’s not just about the technical capabilities; it’s about creating an environment where rising talent can flourish. The new studio will offer expert-led sessions with Abbey Road engineers, providing hands-on learning and mentorship that most emerging artists only dream of. This is a space where the craft of music-making meets real-world experience, creating opportunities that are often inaccessible to the underrepresented talent who need them most.

Why Manchester Matters

While London has traditionally been the creative epicentre of the UK, Manchester has always had a rich and distinct musical identity. From the iconic Factory Records to the pulsating energy of The Haçienda and beyond, the city’s impact on global music culture cannot be overstated.

By situating this world-class studio within Co-op Live, the UK’s largest arena, adidas Originals, Abbey Road, and Factory International are not just creating a studio, they’re putting it at the heart of a cultural movement. And perhaps most importantly, they’re doing so in Manchester, a city known for its cultural vibrancy but often overlooked in terms of investment in creative infrastructure.

This strategic location decentralises access and levels the playing field, ensuring that artists don’t have to move to London or other major cities to get the exposure or resources they need. It’s a bold step toward empowering artists right where they are.

Built by Giants, Designed for Underdogs

The involvement of Factory International, a key player in the UK’s cultural landscape, further strengthens the project’s authenticity. Known for their commitment to progressive arts and culture, Factory International has long been at the forefront of bringing new ideas and new voices into the public consciousness. Their participation ensures that this studio isn’t just a state-of-the-art facility, it’s a space with vision, one that understands the importance of creative access and cultural empowerment.

This isn’t a place just for established stars; it’s for the underdogs, the emerging talents who are often sidelined by the mainstream industry. With the backing of adidas Originals, a brand known for amplifying creativity, this studio offers the tools, mentorship, and space that many artists would otherwise be excluded from.

Beyond the Studio

The adidas Originals Recording Studio is a prime example of how brands and cultural institutions are evolving. It’s no longer enough to just throw up a logo and call it a day. True cultural relevance requires action, and this collaboration is an investment in the future, not just in music, but in the creative community at large.

This studio will serve as a platform for underrepresented talent, offering them the chance to grow in a safe, state-of-the-art space. It’s not just about creating music; it’s about opening doors to new opportunities, collaborations, and industries. It’s a space for learning, experimenting, and thriving.

This project also highlights a larger trend in the industry: brands and cultural institutions that are serious about cultural equity and access will stand the test of time. This isn’t a one-off; it’s part of a shift toward building lasting cultural infrastructure that benefits everyone, not just a privileged few.

Final Thoughts

The adidas Originals Recording Studio in Manchester is much more than a new creative space; it’s a reflection of a growing movement within the music industry to democratise access to world-class resources. By partnering with Abbey Road and Factory International, adidas Originals is doing more than selling a product, they’re fostering a community.

In a landscape where so many aspiring artists struggle to break through, this collaboration offers a rare opportunity for mentorship, exposure, and growth. It challenges the traditional dynamics of the music industry, creating a new model for what creative spaces can, and should, look like. This is about more than branding. It’s about building a legacy.

And it all starts in Manchester.

The Great Escape 2025: A Comeback Year, A Cultural Constant

Each May, The Great Escape turns Brighton into something electric; a seaside labyrinth of sound, sweat, discovery, and endless dashes between tiny venues. As someone who worked closely on this festival during my time at MAMA Group, I’ve seen first-hand how it evolved from a beloved industry weekender into Europe’s most vital launchpad for new music.

But 2025 feels like more than just another year.

This year’s event is a reset, not just for the festival, but for the spirit of independent music culture itself. Free from those corporate ties, the energy feels recalibrated. The bookings are bolder. The buzz is back.

And with SXSW London waiting in the wings, The Great Escape 2025 is making its mark more clearly than ever: intimate, urgent, and absolutely unmissable.

Why TGE Still Matters

The Great Escape has never been about scale. It’s about proximity — to the stage, to the artists, and to the moment before something explodes. It’s the only place you might see a future headliner in a 120-cap basement venue, then again three hours later playing a beach stage to a swelling crowd already obsessed.

This year, the programming is the strongest it’s been in a decade. Not just in volume, but in vision, showcasing radical new voices, high-concept artistry, and those quietly thrilling acts on the cusp.

Here are just a few names you absolutely shouldn’t miss:

Sim0ne
Once a bedroom DJ, now BBC Radio 1’s Future Star and Lana Del Rey collaborator, sim0ne is bringing euphoric, high-energy sets that blend hard house, happy hardcore, and emotional peaks. Her viral Boiler Room set proved she’s more than hype, she’s the future.

Westside Cowboy
Winners of Glastonbury’s Emerging Talent Competition and already a sensation with just two singles, this band has four chances to win you over. A must-see for anyone chasing bragging rights.

Corto.alto
Glasgow’s genre-fluid jazz innovator, blending broken beat, dub, and digital production into something totally alive. Playing three times — and absolutely worth catching more than once.

Kousto
Dreamy French disco for sun-soaked moments, with nods to Jacques Cousteau and co-signs from Honey Dijon and Folamour. If you’re craving something immersive and vibey, Kousto is essential.

Ziyad Al-Samman
Think psychedelic disco-pop with Prince swagger and Jordanian soul. A livewire performer who delivers joy and chaos in equal measure. His debut EP Pleasure Complex is a serotonin rush.

Pem
Vocals so distinctive they feel peerless, part of what made her Cloud Work EP one of 2024’s underground gems. Her solo church set will be a spiritual moment, full stop.

KÄSSY
A sonic shapeshifter channeling beauty, chaos, apathy and euphoria all at once. Her music defies definition, just know you won’t forget it.

Luvcat
A Liverpool goth-pop siren with a backstory that reads like a novel: Parisian circus stints, sailor adventures, and tracks that drip with Cure-style drama. Five singles in, this is likely her last small-room tour.

Mandrake Handshake
Seven to ten members strong (depending on the day), their psych-drenched wall of sound is impossible to stand still to. A must for fans of groove, movement, and maximalism.

Witch Post
A duo born out of coincidence, two artists from towns named Alaska, one in the US, one in Scotland, now crafting some of the year’s most addictive indie-electronic tracks. Expect chemistry and killer melodies.

Not Just Another Showcase

The Great Escape has always been more than a festival. It’s a collision point for artists, agents, fans and friends. For deals inked on napkins. For long-lost collaborators reunited in queue lines. For the buzz in the pub afterward when everyone says, “Did you see that?”

And while SXSW London may grab headlines this year, TGE will remain the proving ground, the sweaty, sprint-between-venues, sleep-when-you’re-dead home of real discovery.

So lace up your most comfortable trainers. Stretch. Hydrate. And prepare to fall in love with the future of music, one tiny stage at a time.

Here’s to late nights, breakout sets, and seaside magic; have a killer week, TGE fam.

The Cultural Power of Charity: London Marathon 2025 and Its Unstoppable Impact

Every spring, the streets of London are transformed into a living testament to human spirit, endurance, and generosity. The London Marathon, now in its 45th year, is more than just a race — it's a cultural phenomenon that binds together athleticism and altruism like few events can.

This past Sunday, a record-breaking 56,640 runners crossed the finish line of the 2025 TCS London Marathon. But beyond the finish times, what truly matters is the tidal wave of charitable giving powered by the event.

The Marathon’s Monumental Charitable Impact

• 56,640 finishers in 2025 — the highest in the event’s history.

• £73.5 million raised in 2024 — the largest single-day fundraising total in the world at the time.

• Over £1.2 billion raised for charities since the marathon began in 1981.

• An estimated 75% of participants run in support of a charity.

• Thousands of charities represented each year, from global NGOs to small local causes.

• Donations for 2025 are still coming in, with hopes high for another record-breaking year.

What makes the London Marathon culturally powerful is not just its scale but its soul. It's a rare global event that blends personal ambition with public good — a platform where ordinary people become extraordinary fundraisers, many running for causes that have touched their lives directly.

Whether they’re raising money for cancer research, mental health support, veterans’ services, or youth education, every runner is part of something much larger than themselves.

Why It Matters

In a time when global headlines often focus on crisis and division, the London Marathon offers a compelling counter-narrative: one of unity, empathy, and hope. It’s a vivid reminder of what we can accomplish when passion meets purpose — not just as individuals, but as a community.

As 2025’s donations continue to roll in, one thing is certain: the London Marathon remains one of the most culturally relevant and socially impactful events in the world.

Pinterest at Coachella: When Trend Forecasting Becomes Real-World Influence

Coachella has always been more than just a music festival, it’s a cultural canvas, a barometer for style, and a live-action moodboard for what’s next. And in 2025, one platform quietly, yet powerfully, helped shape the entire aesthetic landscape of the festival: Pinterest.

While most brand activations at Coachella aim for viral moments and influencer buzz, Pinterest took a more layered approach,  one rooted in data, relevance, and cultural intuition. The result? A standout presence that didn’t just complement the festival experience, it helped define it.

The Source of Style: How Pinterest Predicted the Festival Look

Pinterest has always been a hub for inspiration, but ahead of Coachella 2025, the platform became a style authority. By analyzing millions of user searches tied to the festival, Pinterest was able to forecast the top aesthetics Gen Z and fashion-minded audiences were gravitating toward, including emerging trends like Dark Ethereal and Pastel Goth.

But it didn’t stop at trend prediction. Pinterest also surfaced how festival-goers were remixing and personalising these styles. The platform showcased a new wave of self-expression: blending references, layering aesthetics, and making the look their own. That level of cultural sensitivity, backed by real-time user behaviour, made Pinterest a powerful guide for anyone planning their Coachella fits.

The Manifest Station: Turning Inspiration Into Action

On the ground, Pinterest brought its digital influence into the real world with the Manifest Station, an immersive activation designed to help attendees explore and embody the trends they’d been Pinning for weeks.

The experience featured curated style boards from celebrity stylists, interactive displays, and, most importantly, free on-site glam teams ready to help anyone bring their look to life.

And they meant anyone. As Pinterest put it:

“You don’t have to be Chappell Roan to have our free on-site stylists make all your festival dreams come true.”

(Though Chappell Roan did show up, which made the moment all the more iconic.)

This approach created a rare balance: it honoured the influencer ecosystem while making space for the everyday user to feel seen, celebrated, and styled.

Measurable Impact, Cultural Resonance

Pinterest didn’t just make a splash visually, the impact was measurable. The platform saw a significant spike in engagement tied to Coachella-related searches: from outfit planning and accessories, to hair, nails, and makeup. Users weren’t just inspired; they were activated.

Pinterest had successfully moved from moodboarding to meaningfully influencing how festival-goers prepared, dressed, and expressed themselves, both online and IRL.

Why This Strategy Worked

In an age where influencer-driven activations can feel exclusive or performative, Pinterest chose a smarter path — one that recognises both the power of creators and the value of the broader community.

By embracing a both/and mindset, prioritising big cultural moments and everyday self-expression, Pinterest delivered an experience rooted in relevance, accessibility, and authenticity. It showed that cultural leadership isn’t just about who you platform, but how you empower the full spectrum of your audience.

For brands watching from the sidelines: this is the blueprint.

Jamie Laing: The Antidote to Toxic Masculinity and a Reflection of Cultural Change?

In a media landscape often dominated by harmful narratives about masculinity, Jamie Laing has emerged as an unexpected yet powerful counterpoint. The former Made in Chelsea star turned BBC Radio 1 presenter recently completed an extraordinary five day ultra marathon challenge for Comic Relief, raising over £2 million. His openness about the mental and physical toll of the feat, combined with his candid discussions on mental health, has positioned him as a beacon of vulnerability and resilience, and a reflection of the shifting perceptions around masculinity.

From Reality Star to Radio 1 Host

While Jamie Laing’s career began in the world of reality television, his evolution into a respected radio presenter and advocate for mental health is a testament to personal reinvention. His role as a permanent host on BBC Radio 1 has brought him closer to younger audiences, using his platform to foster conversations around emotional well being. In contrast to the toxic messages of figures like Andrew Tate, who champion outdated notions of stoic masculinity, Laing’s embrace of vulnerability offers a refreshing alternative, one that resonates in today’s cultural conversations about authenticity and emotional intelligence.

During his Comic Relief challenge, Laing was visibly emotional, sobbing with exhaustion and joy as he completed his final marathon. Speaking candidly about his struggles with anxiety and self doubt, he told listeners that discussing mental health was "the bravest thing you can do." His words resonated deeply, with mental health platforms like Hidden Strength UK reporting an uptick in young men seeking support and crediting Laing as their inspiration. In doing so, Laing has contributed to the growing societal shift towards normalising open conversations around mental well being.

Laing's visibility also underscores the growing focus on duty of care within the entertainment industry. Following heightened scrutiny over the treatment of reality stars, including tragedies linked to mental health struggles, networks and production companies are now recognising the importance of providing ongoing psychological support. Laing's advocacy highlights how influential figures can drive conversations that contribute to a healthier, more responsible media landscape. His evolution from a reality star to a cultural commentator reflects wider calls for ethical responsibility in media production.

Building a Podcast Empire

Beyond his radio presence, Laing has established himself as a successful media entrepreneur. His production company, JamPot Productions, has built an impressive portfolio of chart topping podcasts, including his own long running show Private Parts. Known for its intimate and humorous interviews, the podcast has hosted a wide range of high profile guests, from A list celebrities to cultural commentators. His natural curiosity and empathetic interview style draw out honest conversations, making the podcast a go to for listeners seeking both entertainment and thoughtful dialogue.

Laing also co hosts Great Company, a podcast that delves into the entrepreneurial journeys of inspiring business leaders. Through candid conversations, Laing unpacks the highs and lows of building a brand, offering valuable insights for aspiring entrepreneurs. His ability to connect with guests on a personal level has made Great Company a must listen for those interested in the realities of running a successful business. As podcast culture continues to shape public discourse, Laing’s influence within this space demonstrates the power of authentic storytelling and accessible conversation.

His productions, including NewlyWeds and Wednesdays We Drink Wine, have further expanded his influence, connecting with diverse audiences through relatable storytelling and light hearted banter. Laing’s approachability and ability to foster meaningful conversations have cemented his reputation as a skilled interviewer. Through JamPot Productions, he has built a media empire that mirrors the growing appetite for unfiltered, authentic content.

The Power of Relatability and Authenticity

What sets Laing apart is his authenticity. Rather than leveraging his family’s wealth and fame as the great grandson of the McVitie’s biscuit empire, he has built his career on relatability and humour. His entrepreneurial success with the confectionery brand Candy Kittens, praised for its vegan friendly sweets and sustainable practices, adds another layer to his multifaceted career. Through his ventures and public persona, Laing embodies a modern, inclusive form of masculinity, one that values emotional intelligence and self expression.

While Laing’s role as a BBC Radio 1 host may limit his ability to engage in personal brand partnerships, his presence within the entertainment landscape continues to create opportunities for brand collaboration through his businesses. His carefully curated ventures, like JamPot Productions and Candy Kittens, allow him to maintain a commercial footprint while staying aligned with his values of authenticity and social impact. This approach reinforces his credibility, making him a trusted figure for both audiences and brand partners seeking meaningful alignment.

This focus on authenticity is increasingly resonant with younger generations who prioritise transparency and relatability from public figures. In a time when audiences are quick to reject performative behaviour, Laing’s willingness to share his vulnerabilities and celebrate emotional openness is a testament to the evolving cultural expectations placed on influencers and media personalities.

A Role Model for Young Men

In an era where influencers like Andrew Tate promote hyper masculine ideals rooted in dominance and suppression of emotion, Laing’s vulnerability stands out. His willingness to cry on national television, share his insecurities, and celebrate emotional openness challenges the harmful stereotypes perpetuated by the manosphere. By doing so, Laing provides young men with a healthier model of self acceptance and resilience.

Laing’s presence on Radio 1, with its reach of over 8 million weekly listeners, ensures that his message resonates widely. Parents have praised him for sparking important conversations about mental health with their children, proving that positive role models can indeed shape cultural narratives.

Why Jamie Laing Matters

Jamie Laing’s rise is a testament to the power of authenticity and personal growth. His journey from reality TV star to influential media figure offers valuable lessons for both individuals and brands. In a world where audiences crave genuine connections, Laing’s openness serves as a powerful reminder that strength lies in vulnerability.

For brands seeking relevance, aligning with authentic voices like Laing’s can foster meaningful connections with consumers. His ability to challenge outdated ideals and spark conversations on critical issues makes him not just a celebrity, but a force for positive change.

Jamie Laing is proof that true cultural influence comes not from bravado, but from the courage to be vulnerable, a shift that speaks to the changing ideals of masculinity and media consumption today.

Runways, Raves, and Kate Moss: Topshop’s Reign and Revival

In the pre-Instagram era, before TikTok dictated the trend cycle, Topshop was the ultimate tastemaker. Founded in 1964, it transformed from a humble high street store into a cultural phenomenon. By the early 2000s, Topshop wasn’t just a shop; it was a rite of passage. The Oxford Street flagship pulsed with energy — a labyrinth of fashion discoveries where celebrity sightings and chart-topping DJs were part of the experience.

Key Cultural Moments

• Kate Moss Collaboration (2007): The moment that redefined high street fashion. Kate Moss launched her first collection for Topshop, merging supermodel glamour with accessible style. Fans queued overnight, proving that Topshop could ignite fashion hysteria.

• NEWGEN Partnerships: Sponsoring emerging British talent like Christopher Kane, Jonathan Saunders, and Mary Katrantzou. These capsule collections brought high-fashion experimentation to the masses, cementing Topshop’s role as a cultural curator.

• Beyoncé’s Ivy Park Launch (2016): Topshop’s collaboration with Beyoncé on her activewear line signalled its influence on global pop culture. The campaign was a smash hit, showing Topshop could move with the times.

• Oxford Street Basement Runway Shows: Blurring the lines between retail and runway, Topshop hosted London Fashion Week presentations at its flagship store. With front rows packed with the industry’s elite, the basement runway became an unlikely fashion institution.

• Fenty PUMA Pop-Ups: Rihanna’s Fenty PUMA line took over the store in a blaze of celebrity style and streetwear chic, reinforcing Topshop’s position as a tastemaker.

• Pop Culture Crossovers: From appearances in iconic rom-coms like Confessions of a Shopaholic to influencer hauls on YouTube, Topshop was a constant in the fashion conversation.

The Oxford Street Legacy

With five floors of fashion, beauty, and chaos, Topshop Oxford Street was the epicentre of British cool. Kate Moss, the ultimate style oracle, immortalised the brand when her first collection dropped in 2007. The hype was electric. Superfans queued overnight, desperate to grab a slice of Mossy’s effortlessly undone aesthetic. It wasn’t just high street; it was high fashion — democratised.

But Topshop was more than Moss. It was a launchpad for the bold and the brilliant. NEWGEN designers like Christopher Kane, Jonathan Saunders, and Mary Katrantzou crafted collections that blurred the lines between accessible and aspirational. Beyoncé’s Ivy Park made its debut here. Rihanna’s Fenty slides stomped through its doors. The store was a living, breathing fashion week, 365 days a year.

Cultural Capital Through Talent and Partnerships

Topshop understood culture before algorithms did. From underground collabs to front-row power moves, it captured the zeitgeist. The BFC’s NEWGEN sponsorship was more than corporate lip service — it was a pipeline for fashion’s future. Kane’s unapologetically sexy silhouettes, Katrantzou’s kaleidoscopic prints — they all found a platform on Topshop’s rails.

And the events? Unmatched. DJs spinning under neon lights. Surprise pop-ups with the designers du jour. Free-flowing espresso martinis while you tried on the latest must-haves. The Oxford Street basement even had its own runway. In a world before social media dominance, word-of-mouth made Topshop the ultimate ‘if you know, you know’ destination.

The Decline

But even icons stumble. As ASOS, Boohoo, and Zara accelerated the fast fashion cycle, Topshop struggled to evolve. The Arcadia Group’s collapse in 2021 saw the Oxford Street flagship close its doors. The streets felt quieter, a little less fabulous.

The Renaissance of Physical Retail

And yet, 2025 whispers of a comeback. If the rumours are true, Topshop is plotting a return to Oxford Street. But this time, it’s a different game. The death of the high street has been overstated — IRL is back, and experiential retail reigns supreme.

Why Physical Presence Matters Again:

• Exclusive In-Store Events: Think curated soirées, intimate performances, and late-night collabs. A pop-up with Central Saint Martins graduates? Yes, please.

• Try-Before-You-Buy: A chic, IRL fitting room experience — because returns are so passé.

• Pop-Up Collaborations: Limited drops, buzzy launches, and capsule collections designed for the grid.

• Late-Night VIP Nights: Private events where the fashion crowd mingles over espresso martinis.

• UGC-Friendly Spaces: Neon installations, vintage photo booths, and mirrored walls that beg for selfies.

• Data Collection: Think QR codes linking to exclusive content, limited offers, and interactive style guides.

The Legacy and Future

Topshop wasn’t just a store; it was a state of mind. Its potential return signals something more than nostalgia. It’s about reclaiming cultural capital, redefining the high street, and proving that fashion — real, tactile, try-it-on-and-strut fashion — never went out of style.

The question remains: Can Topshop rise once again? Maybe it just needs a little Kate Moss magic. And if that’s not iconic, what is?

The Commercialisation of Cultural Institutions: Balancing Influence and Integrity

Cultural institutions have long been the custodians of artistic expression and societal reflection. From opera houses to contemporary galleries, they serve as both mirrors and makers of culture. But as public funding dwindles and private investment grows, the question arises: how can these institutions maintain their integrity while relying on commercial partnerships?

A New Era of Funding

The traditional model of state-funded arts is increasingly being supplemented, and in some cases supplanted, by private donors and corporate sponsors. Brands are recognising the power of cultural association to elevate their image, while wealthy philanthropists often see their contributions as a legacy of influence. In many instances, these partnerships enable groundbreaking exhibitions, performances, and educational programmes that may otherwise be unattainable.

Yet, the influence of financial backers is rarely without expectations. While most partnerships celebrate artistic freedom, the subtle pressure to align with corporate values or avoid controversial topics can present a challenge. When culture becomes intertwined with commerce, institutions must carefully navigate these dynamics to maintain public trust and artistic independence.

The Impact on Cultural Discourse

A reliance on private funding can, intentionally or not, shift the cultural conversation. Institutions may find themselves prioritising projects that attract high-profile sponsors or wealthy audiences rather than those that provoke critical thought or represent marginalised voices. Conversely, some brands have demonstrated a commitment to fostering progressive narratives and supporting underrepresented talent, showing that responsible commercial involvement can be a force for good.

Cultural leaders are now tasked with ensuring their institutions remain spaces of dialogue, dissent, and diversity. This means establishing transparent governance structures, ethical guidelines, and diverse boards that reflect a wide range of perspectives.

Finding the Balance

Striking the right balance requires institutions to be both pragmatic and principled. Successful partnerships are built on a shared commitment to artistic excellence, cultural enrichment, and public access. Some organisations are leading the way by implementing sponsorship policies that prioritise alignment with their core values, while others are investing in endowments to reduce dependence on external funding.

Furthermore, audience engagement has never been more critical. In the age of social media, the public has a powerful voice in holding institutions accountable. By fostering open dialogue and welcoming feedback, organisations can build resilient, responsive cultural ecosystems.

Looking Forward

The future of cultural institutions will be shaped by their ability to balance influence with integrity. As stewards of the arts, they have the opportunity to forge partnerships that celebrate creative freedom, elevate diverse voices, and contribute to a richer cultural dialogue.

The key question remains: how can institutions continue to innovate and inspire without compromising their purpose? The answer lies in leadership that champions transparency, courage, and a steadfast commitment to the cultural good.

In a world where commerce and culture are increasingly interconnected, those who navigate this landscape with clarity and conviction will shape the narratives that define our time. And that, perhaps, is the most powerful form of influence of all.

The Billion-Dollar Moment: Women’s Sport is Booming, but Can Football Keep Up?

Deloitte’s latest report on women’s sport paints a compelling picture of rapid financial growth. By 2025, global revenues are set to soar past $2.35bn, with women’s basketball alone projected to generate over $1bn—a staggering 44% increase. But as basketball sprints ahead, women’s football is facing a stark reality check. FIFA’s latest findings reveal that despite the commercial momentum, financial sustainability remains a challenge for many clubs.

This moment represents both an opportunity and a warning for the sports industry. Women’s sport is no longer a niche market—it’s a cultural force commanding serious commercial investment. Yet, the ecosystem remains fragile, with disparities in financial backing, wages, and infrastructure creating hurdles to long-term sustainability.

The Power of Cultural Relevance in Women’s Sport

Women’s sport isn’t just growing; it’s redefining audience engagement. Deloitte’s research highlights how female athletes lead the way in direct fan interaction, making them invaluable brand partners. New sponsors from outside traditional sporting markets are entering the space, recognising the untapped potential in authentic, socially engaged storytelling.

The shift is clear: while men’s sport remains largely driven by broadcast revenue, women’s sport is leveraging cultural relevance to drive commercial partnerships. This isn’t just about airtime; it’s about identity, community, and influence. The rise of women’s basketball proves that when star power, merchandising, and investment align, the financial rewards follow. Women’s football, however, must bridge the gap between visibility and viability.

Women’s Football: The Balancing Act

While global revenues in women’s football are set to rise from $740m in 2024 to $820m in 2025, the financial outlook remains precarious. FIFA’s report reveals that:

🔹 Only four women’s football leagues worldwide have title sponsorship deals worth more than $1m annually.
🔹 67% of top-tier clubs operate at a loss.
🔹 The average global player salary is just $10,900.

This ‘start-up’ narrative is only part of the story. Women’s football has captured hearts and headlines, with record-breaking attendance figures at the FIFA Women’s World Cup and UEFA Women’s Champions League. The audience exists, but the commercial model must evolve. Higher ticket prices, greater broadcast investment, and strategic brand partnerships will be crucial in shifting the sport from a cultural movement to a financially self-sustaining industry.

Why Brands and Investors Should Care

For brands, women’s sport presents a prime opportunity to connect with a passionate, engaged, and socially conscious audience. The growing commercial ecosystem isn’t just about sponsorship—it’s about storytelling, credibility, and alignment with the future of sport. Companies investing now are not only backing a rapidly growing market but also shaping a more equitable sporting landscape.

The sports brands that win in this space will be those that understand how to fuse commercial strategy with cultural impact. Women’s sport isn’t just having a moment—it’s leading a movement. And those who fail to see its potential risk being left on the sidelines.

Tariff Threats, Cultural Fallout: How Trump's Trade War Shapes Brand Influence in Sports, Music, Entertainment, Alcohol, Beauty, Tech, Gaming, and Luxury Fashion

As Donald Trump escalates his rhetoric around tariffs and trade wars, brands across sports, music, entertainment, alcohol, beauty, tech, gaming, and luxury fashion face a new wave of uncertainty. While tariffs are traditionally discussed in economic terms, their ripple effects extend far beyond pricing and supply chains—impacting cultural relevance, brand positioning, and consumer sentiment in profound ways.

The Fragility of Cultural Capital

For brands, cultural relevance isn’t just about selling products—it’s about shaping conversations, driving engagement, and building communities. Tariffs disrupt this equilibrium by forcing brands to rethink their partnerships, pricing, and global market strategies. In industries reliant on cultural cachet—where perception is everything—this unpredictability is a dangerous game.

Music, Entertainment & Sports: A Collateral Cultural War

The music and entertainment industries are deeply intertwined with global trade. Merchandising, touring, streaming, and even the availability of musical instruments and production equipment are all vulnerable to tariff hikes. If Trump's policies trigger retaliatory measures from key markets like Europe or China, artists and entertainment brands could face rising costs, regulatory hurdles, and strained international relationships.

Canada has already warned of the impact of tariffs on the live music industry, with the Canadian Live Music Association’s president and CEO, Erin Benjamin, highlighting the uncertainty caused by these threats. While acknowledging the risks, she also pointed to opportunities for the domestic music scene, reinforcing the importance of supporting local talent. Similarly, Spencer Shewen, artistic director of the Mariposa Folk Festival, noted that Canadian talent is becoming even more dominant in response to these trade disruptions. (rootsmusic.ca)

Sports brands, which thrive on cross-border sponsorships and global fan engagement, also risk disruption. If tariffs hit apparel and footwear—industries already navigating economic headwinds—companies like Nike, adidas, and Puma may pass costs onto consumers, affecting accessibility and eroding brand loyalty. Meanwhile, American sports leagues with international ambitions (such as the NBA and MLS) may face backlash if geopolitical tensions sour overseas market expansion.

Alcohol & Beauty: Luxury, Exclusivity, and Market Volatility

The alcohol and beauty industries thrive on perception. Luxury spirits and premium beauty brands are global status symbols, carefully curated to resonate across cultures. But tariffs on European imports—think Scotch whisky, Champagne, and premium fragrance houses—create pricing volatility that alters the aspirational appeal of these products. Trump’s recent threat of a 200% tariff on European wines, Champagnes, and spirits has raised alarms among U.S. importers and retailers, with industry leaders warning of drastic reductions in demand. 

This isn’t just an economic issue; it’s a cultural one. If once-affordable luxury becomes unattainable, brand desirability could shift, opening the door for regional competitors to fill the void.

Luxury Fashion: The Price of Prestige

Luxury fashion is particularly vulnerable to tariffs, as it relies heavily on European craftsmanship and heritage. Iconic brands like Louis Vuitton, Chanel, Gucci, and Prada may face higher import duties on leather goods, handbags, and apparel. This could force them to either absorb the cost, reduce margins, or increase prices—potentially alienating aspirational consumers and affecting desirability.

A significant part of luxury fashion’s cultural relevance stems from its accessibility at various levels, whether through entry-level products like perfumes and accessories or high-end ready-to-wear collections. If tariffs disrupt this balance, the exclusivity that defines luxury could shift—creating an opportunity for emerging designers or locally produced alternatives to capture market share.

Additionally, the resale market—driven by platforms like The RealReal and StockX—could also be affected, as pricing adjustments ripple through the industry. This would impact not only luxury houses but also the broader ecosystem of influencers, stylists, and cultural tastemakers who contribute to brand storytelling and desirability.

Tech & Gaming: The Cost of Innovation

Tech and gaming are arguably the most exposed industries in this scenario. Manufacturing dependencies in China, Taiwan, and South Korea make hardware companies and gaming brands vulnerable to cost spikes. PlayStation, Xbox, and PC gaming brands may be forced to adjust pricing or delay product launches. Meanwhile, content creators—whose cultural influence extends beyond gaming into music, fashion, and film—may find sponsorship deals and brand collaborations disrupted as companies cut budgets in response to rising costs.

Analysis suggest that these tariff measures could lead to a 0.3% decrease in the U.S. GDP and a 0.2% reduction in the capital stock, reflecting potential declines in investment and economic growth. 

The Brand Strategy Imperative

For brands navigating this turbulent landscape, staying culturally relevant requires more than just financial agility. The brands that will emerge strongest are those that:

1. Double Down on Localised Storytelling: Brands should pivot their marketing strategies to lean into regional narratives, ensuring resonance even if global trade frictions impact accessibility.

2. Strengthen Authentic Collaborations: Strategic partnerships with artists, athletes, and cultural icons can help maintain brand desirability despite economic uncertainty.

3. Emphasise Sustainability & Ethical Sourcing: In a world increasingly driven by conscious consumerism, brands that champion domestic production, sustainability, and ethical sourcing can turn trade challenges into opportunities.

4. Adapt Pricing & Accessibility Strategies: Flexible pricing models, exclusive drops, and creative bundling can help maintain consumer interest despite tariff-induced cost fluctuations.

Final Thought: Tariffs as a Cultural Test

Trump’s tariff threats aren’t just about economics; they’re a litmus test for brand resilience in an era of geopolitical and cultural flux. The most successful brands won’t just react to economic policy—they’ll shape their own narratives, ensuring they remain relevant, desirable, and culturally indispensable in a world that’s constantly shifting beneath their feet.

The question is: will your brand weather the storm, or will it become another casualty of cultural irrelevance?

Turning 2025’s Cultural Trends into Lasting Brand Impact

As we move through 2025, cultural shifts are fundamentally reshaping how brands communicate with their audiences. Authenticity, hyper-personalisation, and community-driven marketing are no longer just trends—they are becoming the new foundation of brand-consumer relationships. However, brands that simply react to these shifts risk short-term engagement at best and irrelevance at worst.

To create marketing messages that resonate today and remain impactful in the long run, businesses must evolve beyond trend adoption and embed these shifts into their core brand DNA.

Here’s what’s shaping marketing this year—and how brands can turn fleeting trends into lasting strategies.

1. From Trend-Driven Authenticity to Deep Brand Transparency

The Trend:

With growing scepticism around fake reviews and AI-generated content, consumers demand real connections. They expect brands to be open, honest, and consistent in how they present themselves, with storytelling rooted in real experiences rather than curated perfection.

The Long-Term Strategy:

Authenticity cannot be a seasonal campaign—it must be embedded into every touchpoint of a brand’s identity. This means:

• Owning Your Imperfections: Consumers trust brands that acknowledge challenges and show how they’re improving, rather than pretending to be flawless.

• Radical Transparency: Brands like Everlane set the bar by breaking down costs and sourcing details—expect more brands to follow suit.

• Real Voices Over Scripted Content: Long-term relationships with brand advocates, rather than one-off influencer partnerships, build credibility over time.

2. From AI-Driven Personalisation to Relationship-Building at Scale

The Trend:

AI is reshaping content delivery, enabling hyper-personalised interactions tailored to individual consumer preferences. Gartner predicts that by 2025, 30% of large organisations’ outbound marketing will be AI-generated.

The Long-Term Strategy:

The future of personalisation isn’t just about tech—it’s about using AI to enhance human connection, not replace it.

• From Data Collection to Meaningful Engagement: Brands should use AI to listen to consumers and create marketing that feels like a conversation, not just targeted ads.

• Sustainable Personalisation: AI-driven marketing must be privacy-conscious and transparent—brands that build trust in data usage will win in the long run.

• AI + Human Creativity: The best brand strategies will balance efficiency with emotional resonance, ensuring AI enhances creativity rather than diluting it.

3. From Interest Clans to Community-Centric Brand Loyalty

The Trend:

Consumers are forming micro-communities based on shared passions rather than demographics. These “interest clans”—from niche subcultures to fandom-driven groups—are shaping purchasing decisions more than ever.

The Long-Term Strategy:

Traditional one-size-fits-all marketing is becoming obsolete. Instead, brands need to embed themselves within communities rather than marketing at them.

• Invest in Long-Term Community Building: Instead of one-off campaigns, brands should create dedicated spaces for engagement (e.g., Discord servers, brand-owned platforms, experiential events).

• Champion Subcultures Before They Go Mainstream: The most culturally relevant brands invest in emerging movements early rather than hopping on the bandwagon once they trend.

• Facilitate Peer-Led Conversations: Community members trust each other more than they trust brands—enabling user-generated content, co-creation, and advocacy will drive long-term loyalty.

4. From Nostalgia Marketing to Multi-Generational Storytelling

The Trend:

In a world of uncertainty, nostalgia offers comfort. Whether it’s Y2K aesthetics, ‘90s branding, or retro product revivals, nostalgia-driven marketing is thriving.

The Long-Term Strategy:

Nostalgia can’t be a gimmick—it must be woven into a brand’s legacy and storytelling in a way that evolves over time.

• Reviving Heritage with a Modern Lens: The most effective nostalgia campaigns blend the past with cultural relevance today (e.g., how Adidas Originals revives archival styles while staying contemporary).

• Cross-Generational Connection: Brands should leverage nostalgia not just to appeal to those who lived through an era but also to introduce younger audiences to timeless cultural moments.

• From Look & Feel to Meaning: Rather than just aesthetic throwbacks, successful nostalgia campaigns tap into the emotions and values of past eras in a way that resonates today.

5. From Performative Inclusivity to Embedded Representation

The Trend:

Consumers no longer view diversity and inclusivity as a marketing trend—it’s now an expectation. Tokenistic representation is quickly called out, while brands that champion inclusivity meaningfully are rewarded with long-term loyalty.

The Long-Term Strategy:

Brands must move beyond representation in campaigns and embed it into their workplace, products, and partnerships.

• Diversity Behind the Scenes: Representation in leadership, product development, and creative teams must be as diverse as the campaigns themselves.

• Collaborate, Don’t Appropriate: Work with cultural leaders and communities rather than treating inclusivity as an aesthetic.

• Consistency Over Headlines: Instead of big, one-time DEI campaigns, brands that integrate inclusivity into their everyday communications will build deeper consumer trust.

6. From Cross-Industry Collaborations to Sensory-Driven Brand Experiences

The Trend:

The blending of food, fashion, and lifestyle in marketing reflects a shift towards multi-sensory brand experiences. Consumers seek more immersive, tangible connections with brands.

The Long-Term Strategy:

Brands that master experiential marketing will engage multiple senses, not just visuals.

• Blurring the Lines Between Industries: Expect more collaborations like Fendi x Tiffany’s café pop-ups or beauty brands launching food-inspired collections to create unexpected, memorable brand moments.

• Interactive Experiences Over Traditional Ads: Consumers want to engage with brands in real life—through taste, touch, sound, and scent. Brands investing in immersive experiences (e.g., multi-sensory pop-ups, interactive retail, AR-enhanced storytelling) will stand out.

• From Products to Cultural Moments: Successful campaigns will go beyond product promotion and create cultural conversations and rituals around brand experiences.

The Future of Cultural Relevance in Marketing

The brands that win in 2025 and beyond won’t be the ones reacting to every trend—they’ll be the ones shaping culture in a way that feels authentic, immersive, and deeply embedded in community values.

Staying relevant isn’t about keeping up—it’s about standing for something.

Brands that evolve their marketing messages from fleeting trends into long-term cultural influence will not just capture attention—they’ll build lasting relationships in an ever-changing world.

Why Consumers Don’t Shop Their Values – And How Brands Can Fix It

Why Consumers Don’t Shop Their Values — and How to Change That

Purpose fatigue is real. Consumers are bombarded with brands championing sustainability, ethics, and social impact, yet their actual purchasing behaviour rarely aligns with these values. The intention-action gap—the chasm between what people say they believe in and how they actually shop—has only widened as scepticism around corporate virtue-signalling grows.

For brands, this presents a stark reality: performative purpose no longer cuts it. Consumers are exhausted by empty promises and premium-priced ethical options that feel more like a luxury than a standard. So, how do we close the gap and make values-driven shopping the default rather than an exception?

The Myth of the Conscious Consumer

The idea of the conscious consumer is an attractive one, but real-world shopping decisions are shaped by more immediate concerns: price, convenience, and habit. While studies consistently show that most consumers claim to prioritise sustainability and ethics, sales data tells a different story. A 2023 McKinsey report found that while 66% of consumers say they’re willing to pay more for sustainable goods, only 25% actually do.

This discrepancy stems from several factors:

1. Purpose Fatigue – The overuse of social impact messaging has led to consumer cynicism, with many questioning whether brands genuinely care or are simply capitalising on trends.

2. Price Sensitivity – Ethical and sustainable products often come with a higher price tag, making them inaccessible for many shoppers.

3. Convenience Over Conscience – Consumers are creatures of habit. If a purpose-driven brand isn’t as readily available as mainstream alternatives, it will struggle to gain traction.

4. Emotional vs. Rational Decision-Making – Shopping is impulsive and emotionally driven; values tend to play a secondary role in real-time decision-making.

Closing the Gap: How Brands Can Drive Action

Bridging this gap requires brands to move beyond surface-level storytelling and into systemic shifts that make values-based shopping effortless. Here’s how:

1. Make Purpose Practical

Consumers are fatigued by brands that talk about purpose but fail to integrate it into their actual business models. The key is making sustainability and ethics a seamless part of the shopping experience—no guilt trips or upcharges required. Patagonia’s Worn Wear programme, which promotes product longevity over new purchases, is a prime example of a brand making purpose actionable rather than aspirational.

2. Reframe Value, Not Just Values

Consumers hesitate to spend more on sustainability, but they will invest in quality, durability, and experience. Brands need to position their purpose-driven offerings as superior products first, with ethics as a natural bonus rather than the main selling point. Veja built a cult following not just on sustainability but on style and quality—proving that ethics alone won’t create demand.

3. Default to Better Choices

The easiest way to drive values-based shopping? Remove the friction altogether. Starbucks’ decision to automatically include plant-based milk in select markets unless consumers opt out is a perfect example of behavioural nudging. If ethical choices are the default rather than an alternative, consumers will follow without needing to be convinced.

4. Build Trust Through Radical Transparency

Greenwashing has led to widespread scepticism, making transparency the new currency of credibility. Brands like Allbirds and Everlane set the benchmark by sharing detailed breakdowns of costs, carbon footprints, and ethical practices. Consumers are tired of vague claims—they want proof.

5. Shift Culture, Not Just Marketing

Purpose-driven brands can’t rely on messaging alone; they need to embed their values into culture. The rise of thrifting and second-hand fashion isn’t just about sustainability—it’s a cultural movement driven by Gen Z’s influence and the aesthetics of vintage fashion. Brands that align with genuine cultural shifts rather than forced marketing narratives will earn lasting relevance.

The Future of Values-Driven Shopping

The brands that will win in this space aren’t the ones shouting the loudest about purpose—they’re the ones quietly making ethical choices the easiest, most desirable, and most practical option.

Consumers aren’t tired of purpose itself; they’re tired of brands that treat it as a trend rather than a fundamental shift. The future isn’t about telling people what they should care about—it’s about making it impossible for them to ignore.

Beyond Trend-Chasing: How to Build Cultural Staying Power

Cultural influence isn’t about hopping on the next big trend—it’s about shaping the narrative, setting the agenda, and making sure people want in. The brands that dominate today aren’t those chasing relevance—they’re the ones deciding what’s relevant.

The landscape is shifting. AI is rewriting engagement. Collaborations have evolved from hype-stunts to cultural alliances. And after years of “brand purpose” overload, consumers are over the performative activism. Brands have a choice: build something that lasts or get lost in the churn.

1. Own the Culture—Don’t Chase It

Nike. Balenciaga. Telfar. They don’t react to trends. They set them.

• Nike knew that backing athlete activism wasn’t a risk—it was a cultural inevitability. They bet on Kaepernick before most brands knew where to stand.

• Balenciaga redefined high fashion by embracing irony, dystopia, and the absurd. They made Crocs cool. Twice.

• Telfar didn’t beg for a seat at the table. They built their own. The brand’s "Not for You—for Everyone" model flipped luxury on its head.

The takeaway? Stop waiting for a trend report to tell you what’s next. Decide what’s next.

2. Collaborations Are No Longer a Cheat Code

For years, slapping two logos together was enough to generate hype. That era is over. The new collaborations aren’t about branding—they’re about cultural collision.

• MSCHF x Crocs wasn’t a partnership; it was a statement on how far absurdity can go in fashion.

• Martine Rose x Nike didn’t just drop another sneaker—it distorted the entire silhouette, forcing consumers to rethink what’s desirable.

• Louis Vuitton x Tyler, the Creator isn’t about star power. It’s about working with actual tastemakers, not just famous faces.

Collabs today have to be unexpected, deeply intentional, and culture-led—otherwise, they’re just noise.

3. AI Isn’t Just a Tool—It’s the New Creative Director

Consumers now expect brands to know them better than they know themselves. AI-driven personalisation is no longer a gimmick—it’s the baseline.

• Spotify Wrapped isn’t just an annual recap. It’s a cultural event that turns every user into a brand evangelist.

• Stitch Fix is training AI to style consumers better than they can style themselves.

• NotCo is using AI to outsmart food giants, creating plant-based alternatives that taste better than the original.

Brands that fail to integrate AI into their strategy will lose consumer engagement, period.

4. Purpose Fatigue is Real—So Either Mean It or Drop It

Consumers don’t need another brand manifesto. They need action. The brands still winning on purpose are the ones who walk the walk.

• Patagonia didn’t "launch an initiative"—they literally gave the company away to fight climate change.

• NotCo isn’t posting about sustainability—it’s engineering a better food system.

• Nike’s activism works because it’s woven into its brand DNA—not just a one-off campaign.

What’s not working? The brands who went all in on purpose in 2020 and quietly backed out when the pressure faded. Consumers have receipts. Performative branding is dead.

5. The Future is About Building a World, Not Just Selling a Product

The most influential brands today don’t just have customers—they have devoted followers. Why? Because they’ve created a universe consumers want to live in.

• Apple doesn’t sell tech—it sells an identity.

• Supreme mastered exclusivity as a cultural currency.

• Erewhon turned a grocery store into a lifestyle flex.

The future belongs to brands that build their own world—one that feels so distinct, so culturally rich, that consumers don’t just want to buy in. They want to belong.

Final Word: It’s Time to Lead, Not Follow

The brands that win aren’t waiting for culture to move—they’re moving it themselves. If you’re still reacting to what’s trending, you’ve already lost. The real power is in setting the pace, owning the narrative, and making the world pay attention.

The Evolution of Podcasts: Navigating a Shifting Cultural Landscape

Not long ago, defining a podcast was simple. It was an audio show, distributed via RSS feeds to various platforms, consumed primarily through listening. But today, the lines are blurred. YouTube is now a leading podcast platform, Spotify has embraced video, and monetisation has expanded beyond ad sales into live tours, merch, newsletters, and social media activations. The very notion of what a podcast is—and where it belongs—has become increasingly fluid.

This shift is not just about semantics; it has profound implications for creators, audiences, and the business of content distribution. The once-clear boundaries between podcasts, traditional broadcasting, and influencer-driven media have dissolved. Today’s biggest podcast names are just as likely to be digital-first content creators who bypassed traditional audio production as they are veterans from public radio. The industry is being reshaped by new audience behaviours, platform priorities, and the rising power of personal brands.

The Fragmentation of Audio and Video

For years, podcasting was an audio-first medium, a space where storytelling, conversation, and journalism thrived through the power of the human voice. But as visual platforms like YouTube and TikTok push further into spoken content, podcasts are becoming a hybrid of audio and video experiences. Does this mean a podcast is now simply content that can be understood whether heard or watched? Some argue that the term no longer serves a clear purpose at all.

A similar shift occurred in television and film. Streaming services disrupted traditional formats, blurring distinctions between cinema and episodic content. Now, podcasting is experiencing its own disruption. “Simulcast,” “new broadcast,” and other attempts to redefine the space hint at a broader transformation. The medium is no longer constrained by its original technical definition; it is evolving into an adaptable, multi-platform experience.

The Business of Podcasting: Where Do Creators Fit?

As the industry expands, so do the economic stakes. Who owns the rights to monetise a podcast when it exists as a YouTube series, a live tour, and a merch-driven brand? Should podcasters be classified as influencers, tapping into the multi-billion-dollar creator economy, or should they remain within the podcast advertising ecosystem? These questions are no longer theoretical—they are shaping the financial models that sustain creators and networks alike.

Podcast networks and platforms must now structure deals that account for the fluidity of content distribution. The power dynamics between creators, distributors, and advertisers are shifting. The challenge is not just about defining what a podcast is, but also about ensuring sustainable revenue streams for those who create them.

The Future of Podcasting: A Cultural Reframing

At its core, podcasting has always been about storytelling and community. Whether through an intimate conversation, investigative reporting, or deep-dive analysis, the format thrives on engagement. Perhaps the most enduring definition of a podcast is not a technical one, but a cultural one: a platform for voices, narratives, and ideas to resonate in an increasingly fragmented digital landscape.

If podcasts are to remain relevant, they must continue to evolve alongside audience habits and technological shifts. The question is not just “What is a podcast?” but “How do we continue to build meaningful experiences in a world where content exists everywhere?” The answer will shape the future of storytelling itself.

Hermès: The Masterclass in Cultural Relevance and Timeless Brand Marketing

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Brilliant Social Media: The Digital Luxury Standard

In the digital-first era, luxury brands often struggle to balance reach with exclusivity. Hermès, however, has perfected this art by curating a social media presence that enhances rather than dilutes its brand cachet. With over 10 million followers across platforms like Instagram, Facebook, and Twitter, the brand has built a storytelling ecosystem that showcases its craftsmanship, creativity, and artistic vision.

Instead of using social media as a direct sales tool, Hermès has adopted an approach that prioritises authenticity and engagement. The brand offers glimpses into its ateliers, artisan stories, and dreamlike campaign visuals, reinforcing the mystique and desirability of its products. This careful curation ensures that digital engagement elevates Hermès’ exclusivity rather than diminishing it.

Heritage in the Digital Age

The challenge for any luxury brand is how to maintain exclusivity in a digital-first world. Social media, e-commerce, and influencer marketing have disrupted traditional luxury marketing models, often diluting brand cachet in the pursuit of reach. Yet, Hermès has proven that a brand can embrace digital transformation without losing its aura of exclusivity.

Instead of flooding digital platforms with aggressive sales tactics, Hermès has built a storytelling ecosystem that amplifies its craftsmanship, creativity, and artistic vision. The brand’s social media presence, particularly on Instagram, is a case study in understated luxury—offering glimpses into its ateliers, artisan stories, and dreamlike campaign visuals rather than hard-sell promotions. This approach keeps Hermès aspirational, ensuring that digital engagement enhances rather than erodes brand desirability.

High-Tech Meets High-Touch: Innovation Without Compromise

One of Hermès’ most strategic moves has been its ability to leverage technology in ways that align with its brand ethos. The Apple Watch Hermès collaboration is a perfect example: rather than simply licensing its name, Hermès co-created a product that seamlessly fuses craftsmanship with contemporary tech. This move expanded its audience to a younger, digitally native luxury consumer while reinforcing its values of quality and design excellence.

The brand has also embraced digital retail experiences without turning into a mass-market e-commerce brand. With immersive online experiences such as virtual scarf try-ons and sophisticated online appointment booking systems, Hermès ensures that digital convenience does not come at the expense of personalisation and luxury service.

The Power of Cultural Symbolism

Few brands have turned their products into cultural symbols as effectively as Hermès. The Birkin and Kelly bags are not just accessories; they are status symbols that transcend generations, continents, and even industries. While some brands chase fleeting trends, Hermès plays the long game—its slow production cycles and limited availability create a demand-driven desirability that most fashion houses struggle to achieve.

This scarcity strategy aligns perfectly with the modern consumer’s craving for authenticity. As luxury loses meaning in an era of mass production, Hermès continues to reinforce the idea that true luxury is not about price alone—it’s about artistry, patience, and exclusivity.

Cultural Relevance Through Artistic and Experiential Marketing

Beyond product, Hermès consistently invests in cultural storytelling. Its annual theme-driven campaigns, such as "Let’s Play" in 2022 and "Astonishing Hermès" in 2024, transform its collections into immersive narratives. These campaigns go beyond seasonal trends to create deeper emotional connections with consumers, positioning Hermès as a curator of culture rather than just a fashion house.

Experiential marketing is another cornerstone of the brand’s cultural strategy. The Hermès Carré Club, an interactive pop-up event celebrating the artistry of its silk scarves, demonstrated how luxury brands can create real-world engagement without cheapening their image. These moments reinforce Hermès as a living, breathing cultural force rather than just a static luxury brand.

Lessons for Brand Marketers

Hermès is not just a luxury fashion house; it is a brand marketing masterclass. In a time when many brands risk losing their DNA in the pursuit of digital relevance, Hermès has shown that true cultural influence comes from:

1. Authenticity Over Trend-Chasing – Maintaining a clear brand identity rather than reacting to every passing trend.

2. Strategic Digital Integration – Using technology to enhance, not replace, craftsmanship and storytelling.

3. Cultural Storytelling – Positioning products as cultural artifacts rather than mere commodities.

4. Experiential Luxury – Creating immersive, exclusive brand moments that reinforce desirability.

As the luxury landscape continues to evolve, Hermès provides a blueprint for how brands can maintain cultural relevance while staying true to their heritage. In a world of fleeting trends, Hermès remains timeless—a brand that does not follow culture but defines it.

The Cultural Fallout of Tariff Wars: How Political Volatility Threatens Creative Industries

The Cultural Fallout of Tariff Wars: How Political Volatility Threatens Creative Industries

In a world where cultural currency is as valuable as economic capital, the unpredictability of U.S. tariff policies threatens more than just trade relations—it puts entire creative industries at risk. Former President Trump’s latest declaration of a potential 200% tariff on European wines, champagnes, and other alcoholic products underscores the volatile nature of international trade disputes. But beyond the economic ramifications, such policies have a ripple effect that stifles cultural exchange, creativity, and the jobs that sustain them.

The Cultural Ecosystem at Risk

Cultural relevance in marketing has always been tied to global storytelling—borrowing from, celebrating, and elevating different traditions to create resonant narratives. Tariff wars, however, disrupt this exchange. When costs skyrocket on imported goods like French champagne or Italian wines, it’s not just a luxury market issue; it limits access to the cultural markers that shape experiences. Brands that thrive on authenticity—whether it’s a Michelin-starred chef curating menus or a spirits brand partnering with European vineyards—will face severe creative restrictions.

Marketing thrives on cultural symbols. Imagine a world where a brand can no longer affordably use Bordeaux in its high-end activations or where fashion and fragrance collaborations with European maisons become prohibitively expensive. These aren’t just economic transactions; they’re cultural connections that elevate brand stories. Tariffs restrict the accessibility of these narratives, forcing brands to either limit their scope or dilute their authenticity.

The Impact on Creativity and Jobs

The creative economy—spanning advertising, design, media, and experiential marketing—is built on the free flow of ideas, goods, and talent. Tariffs, especially retaliatory ones, put up barriers where there should be bridges. If the U.S. imposes a 200% tariff on European wines and spirits, the European Union is likely to counter with its own levies on American exports, including cultural products like film, music, and fashion. The collateral damage? American and European creatives alike.

Take the spirits industry: mixologists, event curators, and brand ambassadors who rely on European imports will see budgets slashed. Limited access to key products will force experiential marketing teams to rethink strategies—likely at the expense of cultural depth. Jobs tied to these industries, from hospitality professionals to creative agencies, will feel the squeeze as brands cut costs and campaigns scale back.

The False Promise of Protectionism

Trump frames these tariffs as a boon for domestic industries, suggesting American wine and champagne businesses will flourish in the absence of European competition. However, protectionist policies rarely deliver on such promises. The last round of U.S.-EU tariff disputes saw American whiskey exports plummet by 35% when Europe retaliated with its own levies. Similarly, if European alcohol becomes too expensive, consumers may not automatically shift to American alternatives—they may simply consume less or pivot to different categories altogether.

Moreover, the global luxury and hospitality industries don’t operate in silos. A five-star hotel in New York cannot replace Dom Pérignon with a domestic sparkling wine without altering its brand positioning. The same applies to luxury retailers, fine dining establishments, and global cultural institutions that rely on European imports as part of their brand identity. Tariff wars force them to make compromises that dilute their credibility and appeal.

Cultural Relevance Beyond Borders

For marketing and creativity to thrive, cultural relevance must remain fluid. Artificially inflating prices on heritage-rich products disrupts more than just consumer choice; it severs cultural ties that fuel innovation and storytelling. When access to international goods is hindered, the creative economy—one of the most vital drivers of global influence—suffers.

The U.S.-EU trade skirmishes are not just about bottom lines; they are about the interconnectedness of industries that rely on open cultural exchange. From advertising to hospitality, from fashion to film, cultural narratives are built on shared traditions. If tariffs become a political weapon, the collateral damage extends far beyond trade—it strikes at the very heart of the creative industries that shape global culture.

At a time when cultural storytelling has never been more important, the question isn’t just about economics—it’s about what kind of world we want to create. And that world should be one of connection, not division.