Future+ Codes of Culture | Issue 82

Influence gets an upgrade

Scorching temperatures in London this week! While everyone I know has been at Wimbledon, I have been obsessing over their socials. Kudos to whoever is doing their content because it's sassy, meme-ready, yet professional UGC, read more on George Nikolaou from Mythosmkrs post here.

On that note, one of the biggest trends that has come out of this year’s events and conferences, is that we’re living through a shift where creators are becoming some of the most powerful voices in media, culture, and commerce. As platforms like TikTok, YouTube, and Twitch redefine influence, brands and institutions are learning to collaborate—not just advertise. The 2025 TIME100 Creators list makes that clear: cultural storytelling now moves through people, not just products.

Cross-cultural partnerships are also gaining ground as brands reach across borders, industries, and identities to stay relevant. From Maybelline entering the WWE ring to OpenAI reimagining the web, we’re seeing unlikely but timely collaborations spark global conversation. Even Couture Week spotlighted this—blending legacy and innovation with diverse voices and narratives.

But as influence decentralizes, so do the risks. Grok’s antisemitic outputs on X show what happens when AI and audience manipulation collide unchecked. It’s a reminder that while creators and culture drive the future, trust, ethics, and responsibility need to keep pace.

Thanks for reading and have a great weekend!

Don’t forget to subscribe for full access to our news, member-only monthly meet-ups, and events.

Feel free to share your news, opinions and comments! We love connecting with our community.

---

---

All Future+ members will continue to receive full access for free. Click here to subscribe. Your support means everything to us.