Dupe culture is booming, and shoppers are loving high-quality lookalikes – just ask TikTok. But before your brand joins the dupe game, ask yourself: do we have the right to play, and can we do it authentically? As Kirkland vs. Lululemon heats up, one thing’s clear- value is being totally redefined.

These days, joy feels like a guilty secret – something to downplay, whisper, or hide. But what if sharing joy isn’t selfish… it’s essential? From boosting resilience to deepening connection, joy is pure oxygen in a heavy world. Ready to stop muting the good stuff? Crack a window. Let the light in.

Unilever is betting big on creators – shifting half its media spend to social and letting influencers help shape its brand voice. It’s a bold move from carefully crafted campaigns to a chorus of authentic voices. Will this creator-led future spark deeper connections or blur the brand’s message? Time (and TikTok) will tell.