Culture & Media

In a landscape where polish and perfection no longer impress consumers, brands are using behind-the-scenes content as a signal of truth.

In an age of algorithmic discovery, where the desire for distinctive identity markers is stronger than ever, a new category of technology is emerging that prioritises self-expression and customisation over connectivity and optimisation.

The Future Laboratory sits down with Daniel Fisher, head of categories and expansion for Europe, at live shopping platform Whatnot. He discusses how creators and communities are building deeper connections through social-first, real-time shopping experiences.

As people push back against prescriptive self-optimisation, a new hybrid festival format is emerging, using music, movement and recovery to create a more joyful wellness experience.

Cannes Lions 2026 declared that one-off marketing campaigns are over. In their place, brands must now stake their presence in AI answers, comment sections, creator content and the quieter corners of social media, where consumers now seek connection over performance.