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.

McDonald's is trialling its first plant-based burger to meet the ever-growing consumer demand for meat-free alternatives. It’s also set to meet individual consumer needs, as comparably priced vegan alternatives mean that eco-minded eaters aren't being price-penalised.

Burger King’s ‘Whopper Detour’ campaign, created by FCB New York, saw the fast food chain take its rivalry with McDonald’s up a notch, effectively using the latter’s stores as sales locations. Through its use of geofencing, BK showed how a simple coupon activation can break the internet.

While the US has its fair share of plant-based spots that focus on ‘clean’ eating, with its flavorful food and daring marketing, Slutty Vegan proves the over-the-top, indulgent approach to vegan fare is a winner, especially for an audience that’s often excluded from mainstream vegan culture.

Nielsen finds that people trust adverts that focus on values more than ones that focus on products. As the pandemic pushes into 2022 and its third year, it's clear that people are priortising values-orientated advertising and expecting empathy from brands.