Written by Sophie Babic

Influencer marketing… without the content 

Coachella is often described as the influencer Olympics, part music festival, part branded content factory. Which is why Pinterest’s on‑site activation caught our attention for doing the opposite. 

The brand asked attendees not to use their phones. No filming, no posting, just being present. 

Inside, the experience featured charm making, styling, beauty moments and physical keepsakes to take home.  

In a culture that is shifting from online to offline, Pinterest fully committed to its positioning as a platform that inspires real life, not endless doom scrolling. Asking for less attention at a festival built for visibility goes against every marketing instinct, but it landed because it was authentic. 

Zuckerberg’s AI double 

Does easier access to leadership matter more than authenticity and presence, or do we risk blurring the two?  

Meta is reportedly developing an AI version of Mark Zuckerberg, trained on his voice, mannerisms and thinking, to answer employee questions and communicate internally. 

According to the Financial Times, the idea is to help staff feel more connected to leadership, particularly to one of the most influential figures in Silicon Valley. It’s not Zuckerberg’s first experiment with digital self‑representation either, following his much discussed avatar reveal in 2022. 

The Zuckerberg AI is reportedly being developed using his image and voice, with the CEO actively involved in the training process. 

It’s interesting (and slightly unsettling).  While the technology presents clear efficiency and engagement opportunities, it also raises bigger questions about where access ends and authenticity begins. 

Fuel security ad sparks debate 

The federal government’s latest campaign i has caused a bit of commotion this week, as Aussies criticise its cost and tone. 

The 30‑second ad highlights Australia’s four‑level National Fuel Security Plan. It explains explaining that the country is currently at level two and encouraging small, collective actions to reduce fuel use and protect supplies for essential services. 

Led by the Department of Infrastructure, the campaign will run across TV, radio, print, digital and outdoor. However, it’s reportedly cost $20 million, which many have called a waste of taxpayers money.  

Critics have also questioned why we are funding a fuel‑saving push when the Prime Minister has repeatedly said Australia’s supply isn’t under threat. 

We actually didn’t mind the campaign at all. With ongoing global instability affecting fuel prices and supply chains, the campaign is quietly asking people to be mindful, without alarming them. 

A fashion chemical problem 

Lululemon is under fire in the US, with the Texas Attorney General launching a probe into whether its athletic apparel contains PFAS, known as ‘forever chemicals’. 

The investigation will examine whether the presence of PFAS aligns with the brand’s health‑focused positioning, and if customers may have been misled by Lululemon’s marketing claims. 

The brand has confirmed it is co‑operating with the inquiry and providing relevant documents. A spokesperson said Lululemon phased out the use of PFAS in 2023 and that the company requires suppliers to regularly test for restricted substances to ensure compliance. 

From our perspective, this is another reminder that values‑led branding only works when it is backed up across the supply chain. As consumer awareness around health and sustainability grows, so does the expectation that brands can confidently stand behind every claim they make.