As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

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.

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

After his expulsion from Congress, ex-Representative George Santos has become an unlikely anti-hero for Gen Zers online – who are represented by his awkward, messy behavior. As polarization grows, Gen Zers are drawn to relatable irreverence for a breath of fresh air and authenticity.

Robert F. Kennedy, Jr.'s emergence as a challenger to Biden and Trump in the 2024 presidential race underscores a growing sentiment as Americans are dissatisfied with the political mainstream. Kennedy's non-conformist views resonate with indifferent voters and offer an alternative to the status quo.

Joe Biden’s presidential campaign has officially launched on TikTok. However, with neither government officials nor social media being trusted sources of information, people still need reassurance that measures have been taken to protect online vehicles for civic engagement.

As meme culture has blossomed online, so too has the political meme become a significant aspect of online political debate and a vehicle for irreverent reaction to political events. Looking at which memes are widely circulated or adapted helps to offer a ‘temperature check’ to gauge popular opinion.