The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

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.

In the wake of the Black Lives Matter protests, brands are working on anti-racism agendas. But in order for real change to occur, it’s clear that businesses need to pursue, not avoid, ‘uncomfortable’ positions. As people look for brands to take action, embracing discomfort is a way to earn trust.

Bikelife’s organised protests could be seen as an outlet for dispossessed inner-city youths to distract from corrupt gang violence. However, the guerilla movement is garnering success in its attempt to highlight socio economic problems and effecting real change.

A campaign from Police Scotland tackles the everyday misogyny men perpetuate and its contribution to the epidemic of sexual violence towards women in the UK. The ad comes at a time when trust in the police is being eroded, amid an absence of perpetrator-centric narratives.

In the wake of the Queen’s death, anti-monarchy protestors were arrested in the UK, ushering in criticism from civil liberties groups over threats to free speech. With activism in a precarious position, brands have opportunities to communicate ideological affiliation or inspire civil conversations.