Nicholas Lising-White is a behavioural analyst at Canvas8. With a degree in human geography from UCL, he is interested in the impact of differing cultural conditions on human behaviour. Outside of work, he can be found meandering between cafes on his bike, testing his culinary skills, and intermittently pottering around a rugby pitch.

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?

Assertive Audiences

United States

Communications

TV, film, and social media video

Media and Entertainment

Social networking

A report has revealed that almost half of adults using TikTok have never posted a video. Combined with its increasing use as a news source, the use of the social media platform solely for consumption increases the challenge for brands to ensure the information they share is verified.