Last weekend, I took my daughter to see the eagerly awaited film adaptation of Wicked, a story we've both loved since seeing the theatre show twelve years ago. Back then at just six years old, she fell head over heels in love with Stephen Schwartz’s unforgettable musical score and the colourful characters living in the land of Oz. 

Fast forward a good few years and we're all set to be whisked off yet again into an imaginary world of munchkins and flying monkeys. Watching it this time round, I was curious as to how our perspectives might have changed. Aside from the fantasy and wizardry, the story explores themes around identity, loyalty and authenticity and I wondered, given how the world has moved on so much in that time, with fake news, social media echo chambers and appearance based judgments far more evidently woven into the fabric of our daily lives, would these issues feel even more significant? 

One of Wicked's most interesting characters is the Wizard. He goes to great pains to project an image of kindness and generosity, when he is in fact using fear and misinformation to control Oz. In today’s world, where misinformation spreads quickly and appearances aren’t always what they seem, this dishonest behaviour feels more relevant than ever. Whether through social media filters or the manipulation of narratives by public figures, we are all too familiar with how carefully crafted images and content can conceal the truth.  Wicked challenges audiences to question who controls the narrative, much like consumers are now more discerning of the content they consume, craving genuine stories over polished facades.  If they sense inauthenticity, they'll call it out, just as Elphaba does with the Wizard. 

When we first watched Wicked, it was Elphaba’s courage (and vocal prowess!) that really hit a note with my six year old. But now, as a young woman who has grown up in a digital world shaped by cancel culture and bias, she sees Elphaba's journey as someone fighting for acceptance while remaining true to herself, despite the judgment she faces for being different.  This perspective feels more personal now, especially as she navigates the world of social media, where image often outweighs substance.   

Whilst the world may have changed since we first discovered Wicked, and our consumption of content has definitely shifted, those core themes of identity, belonging, trust and authenticity haven't. My daughter’s sharp awareness of Elphaba’s resilience, her understanding of authenticity - and a learned ability to spot inauthenticity - was definitely something to celebrate. 

In this ever-evolving world, transparency and authenticity are key to building trust and loyalty. Staying true to core values, brands have a much better chance of building lasting relationships with their audience. No matter how much the world changes, staying authentic will always be the key to a beautiful long lasting relationship. 

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