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?

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

Shadowbanning, a seemingly common but often denied practice by big tech, is helping to further erode people’s trust in social media platforms. How can the brands engaging with these users online foster transparency and loyalty within a growing climate of distrust and paranoia?

Gen Zers are invested in charitable causes, spurring donations across the board. Their desire for social justice has led brands and creators to create viral altruistic content, though ambivalent reactions highlight the fine line they walk among increasingly distrusting audiences.

Americans would deactivate their social media accounts for a financial incentive, according to a survey – hinting at a growing disillusionment with social media as a whole. As people reckon with the new implications of a digital-first life, many are looking to prioritize IRL connections.

BeReal is a social media app that hinges on the principle of scarcity. By limiting posts to one a day, it encourages users to share a snapshot of their daily lives in real-time rather than curating an idealized feed – a reflection of how demands for authenticity may reshape online communications.