After Hollywood producer Harvey Weinstein’s history of alleged sexual misconduct was bared to the world, social feeds were flooded with a singular expression: #MeToo. The hashtag went viral, inspiring over half a million tweets in just 24 hours, but can people really find solace in an online trend?

As swiping right has become the default in digital dating, OkCupid is reinforcing its core value of ‘substance over selfies’ with an ad campaign that reclaims the acronym DTF. By exploring the ways people get to know each other beyond the physical, it’s making a statement against hook-up culture.

Men's razor brand Gillette has released a short film that challenges gender ideals around masculinity. The film has sparked controversy among some men who say it's sexist, yet this is something Gillette anticipated as they attempt to align their brand with a younger, more progressive audience.

With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.