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?

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.

Brazil has been hit hard by the pandemic, with marginalised and lower-income groups affected the most. But in the midst of a crisis, Confinada, a comic book strip published regularly on Instagram, has used the pandemic to illustrate issues of racism, structural inequality, and sexism.

As countries around the world are in lockdown to stem the spread of COVID-19, victims of domestic violence are being put in a dangerous situation. In Brazil, Avon and Natura have joined forces to launch #IsolatedNotAlone, a campaign to support victims and at-risk women.

Offering activations that focus on fun, safety, and engagement, beer brand Heineken has been working to boost its profile and engagement in Brazil. Amid changing drinking habits and a growing taste for premium and craft beer, the company is growing in popularity among Brazilians.

As Brazilians increasingly turn to tech for all their daily needs, from banking to wellbeing to getting dinner delivered, they are adopting new behaviours across tech, healthcare and commerce sectors. Amidst this change, how can brands step in to cater to evolving audience behaviours and needs?