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.

It's not news that frequent gamers use music to enhance the gaming experience. But Gen Z gamers engage more with music through gaming than other generations. Whether syncing their own music with gameplay or using games for music discovery, they're seeking ways to connect music and gaming platforms.

The release of the fourthMatrixmovie is accompanied by aMetaHumanvideo game, highlighting the opportunity for franchises to build universes people can immerse themselves in, and showcasing an example for brands on how to reach new demographics across devices and entertainment forms.

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.

Pop has gone from being a must-have health tonic to a drink with deadly potential. But the rise of healthy soda brands such as Culture Pop may serve to refresh its image. Health drivers in the market are heralding a new wave of sodas that promise benefits beyond a sugar high.