A Tale of Two Trends: Self-Improvement and Scandal in the Digital Age

The dawn of a new year often brings with it a wave of self-improvement enthusiasm, and 2026 is no exception. On TikTok, users are sharing their strategies for rebranding and bettering themselves in the coming year, with one trend in particular catching attention: the use of "365 buttons" to mark each day and stay conscious of time [1]. But as the online community focuses on personal growth, the world of advertising and consumerism is facing scrutiny. In the UK, a new ban on junk food ads before 9 p.m. and across the internet has gone into effect, aimed at tackling childhood obesity [2]. The move is a significant step in regulating the types of advertisements that are allowed to reach young audiences, and raises questions about the responsibility of brands to promote healthy habits. But not all companies are taking steps in the right direction. A new lawsuit claims that McDonald's infamous McRib sandwich isn't what it seems, with four individuals seeking to bring a class-action suit against the fast food giant [3]. The allegations are just the latest in a long line of controversies surrounding the company's menu items and marketing practices. Meanwhile, a hacker known as Martha Root made headlines by deleting three white supremacist websites live onstage during a conference in Germany [4], highlighting the power of digital activism in the fight against hate speech. In a bizarre twist, one brand has managed to turn a photo of Venezuelan president Nicolás Maduro into a marketing moment [5]. Origin founder and CEO Pete Roberts shares his reaction to his business's unexpected virality, demonstrating the unpredictable nature of online trends and the importance of adaptability in the digital age. As the digital landscape continues to evolve, it's clear that the lines between self-improvement, consumerism, and social responsibility are becoming increasingly blurred. Whether it's a TikTok trend or a scandal surrounding a major brand, the online community is driving the conversation and holding companies accountable. In the UK, the ban on junk food ads is a significant step towards promoting healthier habits, particularly among young people. But it also raises questions about the role of government regulation in shaping consumer behavior. As the debate continues, one thing is clear: the digital age is all about choice, and consumers are increasingly demanding more from the brands they support. The McDonald's lawsuit, meanwhile, is a reminder that even the most seemingly innocuous menu items can have a dark side. As consumers become more aware of the ingredients and practices behind their favorite foods, companies will be forced to adapt and prioritize transparency. In the world of hacking and digital activism, Martha Root's actions are a powerful reminder of the impact that individuals can have on the online community. As hate speech and extremism continue to spread online, it's up to hackers and digital activists to take a stand and fight back. Ultimately, the trends and controversies of the digital age are a reflection of our values and priorities as a society. As we move forward into 2026, it's up to us to demand more from the brands we support, to hold companies accountable for their actions, and to use our online platforms for good. References: [1] Fast Company, "Does self-improvement in 2026 start on TikTok?" [2] Fast Company, "The U.K. just banned junk food ads before 9 p.m. and across the internet" [3] Fast Company, "New Lawsuit Claims McDonald’s Infamous McRib Isn’t What It Seems" [4] Fast Company, "Hacktivist deletes white supremacist websites live onstage during hacker conference" [5] Fast Company, "How This Brand Turned a Maduro Photo Into a Marketing Moment"