In a move that could come back to bite them, Twitter has tagged two of Donald Trump’s tweets with fact-checking warnings. People have long demanded more action from tech giants to stop the spread of fake news, and this marks a watershed moment in the fight against complacency.

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?

What does a lack of IRL interaction mean for virtual communities? Can influencers remain apolitical? How can Big Tech firms win back people’s trust? In this part of the 2021 Expert Outlook, we speak to three experts about how communications are shifting in the wake of a crisis-filled year.

MetaFact is an Indian start-up that utilises AI to identify fake news in a country where it’s become a widespread issue with serious repercussions. As people seek trustworthy sources online, there are opportunities for brands to use new technologies to weed out misinformation.