The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

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?

Bud Light's partnership with trans influencer Dylan Mulvaney has received a polarized reception, sparking backlash among Republicans while resonating with many women and young people. As political divides grow, brands are increasingly expected to be transparent and proactive in their values.

The pandemic, the Trump presidency, and lingering anxieties associated with globalization have ignited a realignment on the American Right. But how exactly are economic and cultural shifts reshaping the Republican Party? What do these voters value, and how can brands speak to their concerns?

With concerns around data security and censorship driving a growing sense of dissatisfaction with Big Tech, some people are searching for ways to communicate, socialise, and organise online outside of mainstream social media platforms. How will this shift transform the digital space?

Amid plummeting trust in Big Tech, and a broader sense of confusion surrounding all things Web3, initial hype has given way to a trepidation as people speculate on how emerging technologies will shape our collective future. Against this backdrop, brands will need to help people feel more comfortable with emerging tech if they are to prompt adoption.