Abstract
Explores some developing UK social trends and how they are being embraced by successful modern brands. Shows how technology is allowing people to realise their own creative amateur potential, by designing websites or starting magazines for example. Moves on to consumer activism against fast food and racism, in which some brands like Nike are getting involved (in its “Stand up Speak up” campaign). Warns that advertisers cannot produce bland and puerile ads: they must engage with consumers, not exhibit stunned desperation at the explosion in prosumer blogsites. Concludes that youth culture in the UK is again in the spotlight because of new talent, and brands are attempting to link up with a multitude of new artists, designers and musicians.