Lily R

Welcome to shoppertainment: the slightly ridiculous, entirely unavoidable reality that if your brand isn’t fun, it probably isn’t selling. This isn’t a trend in the usual sense. It’s not another “brands should be on TikTok” hot take that will quietly die in a strategy deck. It’s a structural shift in how people buy. Shopping used to sit at the end of a funnel. Now it lives inside the scroll. And the scroll is entertainment.

Rebrands are supposed to signal evolution. A sharpening of purpose. A sense that something has moved on and become more than it was before. What they are not supposed to do is create a kind of quiet, persistent refusal among users to acknowledge that anything has changed at all. And yet that is exactly what has happened with X.

If you don’t sell to Australian teens you might be fine but there are already headlines that Keir Starmer is considering it as a real option for the UK as well. So there’s no better time to get ahead and start thinking how you could pivot your marketing plans if this does come into play.