Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

L’Oréal is facing backlash from model Munroe Bergdorf for its ‘hypocritical’ support of the Black Lives Matter cause, while the US is embroiled in a wave of protests. As brands scramble to react to the situation, people are hyper-alert to those who take a stance without bolstering it with real action.

Brazilian designer Isaac Silva has released an apparel line highlighting the abuse suffered by the country’s LGBTQ+ population through scar-like stitching. The campaign's designs and financial commitment to a charity contrast the shallow allyship from brands that gloss over the community’s plight.

The commercialisation of Pride Month has resulted in many businesses being called out for ‘rainbow-washing’ their products and marketing solely to boost profits. Canvas8 spoke to three experts to discover how brands can better support the LGBTQ community and authentically promote inclusivity.

Authenticity has long been a buzzword in marketing, but with 51% of people saying that less than half of brands create ‘authentic’ content, there’s a significant disconnect with audiences. Canvas8 spoke to Dr. James Oakley to find out what factors affect whether something is seen as genuine.