Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

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.

Why are people demanding brand conviction in the face of misinformation? How are people seeking empathy from the companies they engage with? What’s driving the rejection of conventional social media and the rise of alt platforms? Who are the online community builders connecting via mutual interests?

Due to high-profile scandals, people have become increasingly critical of the role social media plays in contributing to the mass spread of misinformation. To ensure transparency in the run-up to India’s March 2022 elections, Meta is updating its rules for ads posted on its major platforms.

With QAnon and conspiracy theories impacting mainstream discourse, tech companies are having to take greater control of what’s published on their platforms. Increasingly active on social media, American Boomers are caught up in the misinformation wars - but what draws them to fake news?

As people live more of their life online, a greater number are using social media platforms like Twitter as their main source for news content. Americans increasingly want access to convenient and digestible information but this leaves many vulnerable to fake news and misinformation.