Mariella’s experience is wide: she has written, researched, edited and produced content that covers everything from fashion to feminism, travel to tech, and women to weed. Having worked in the fashion space for over ten years, she now focuses her energy on positive change, whether consulting and strategising for her femtech-inclined clients or reporting on women’s health. She has been published in the likes of Bustle, DAZED MEDIA, The Spaces, and 

, while also creating content for Appear Here, On, MATCHES, and Ounass. You can also find culture/consumer insight articles with her byline on LS:N Global, Canvas8 and BEAUTYMATTER —for the US, UK, and Middle Eastern markets. 

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

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.

Shared Values

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Collective Equity

Gastón Tourn is the chief marketing officer of Curio. Before this, he held the same position at Badoo Group (now Bumble Group), Emma – The Sleep Company, and Appear Here, and he also worked in marketing at Google.

Lynn Anderson Clark is the co-founder and CEO of The Know. She has also been active in the start-up community, with roles at Founder's Factory, an early-stage investor, and Tortoise Media. Lynn built her media career in New York City and Los Angeles, working for NBC Universal for nine years. She held roles spanning partnerships, digital strategy, and finance.

Gen Y (born 1982-1996)

Gen Z (born 1997-2010)

United States

United Kingdom

Communications

Interview with Lynn Anderson Clark conducted by the author

Reuters Institute

Maddyness

BBC News

McKinsey & Company

Interview with Gastón Tourn conducted by the author

The Guardian

PLoS One

The Drum

The Packet

AP-NORC

Forbes

Nature

In response to media publications' negative news cycles and a click-bait culture of negativity, news avoidance is trending up as people feel overwhelmed and fatigued. With women turning away at faster rates than men, The Know is on a mission to help transform their relationship with the media.