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.

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?

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.

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.

Why are people posting their low-lights on social media? Is it time for meme literacy lessons? And can Big Tech help prevent misinformation? In this part of the Expert Outlook 2022, we speak to three experts about how the search for control and connection is shaping the communications sector.

While Brazilian Gen Yers and Zers represent a third of this year’s electorate, they don’t feel heard by the running parties when it comes to themes such as personal finances, education, and the environment. What can brands do to help this generation engage more actively with political content?

The BBC has launched BBC Verify to tackle fake news and generate more awareness of how information is fact-checked. As people's trust in mainstream media dwindles, educating people on transparency can help to re-engage news-fatigued audiences while addressing misinformation.