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?

How are impulses towards both collectivism and individualism manifesting? Why are people looking for help building a bold and beautiful future? What’s the antidote to the hesitancy surrounding climate action? And how is misinformation impacting life post-lockdown?

The rapid growth of an online ‘infodemic’ – where fake news and conspiracy theories abound – means it has become difficult to sort fact from fiction. Logically is using AI technology and fact-checkers to help both private companies and the general public combat the spread of misinformation.

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?