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.

Dr. Anthony Fauci, the nation’s top immunologist, has attracted a dedicated stanbase due to leading the US in its fight against the coronavirus pandemic. His popularity sheds some light on how people’s attitudes to experts, and leaders, may change in a post-pandemic world.

A year of misinformation has added to Americans’ lack of trust in the news they get from social media, according to Pew Research Center. For Big Tech and broadcast media, there’s an opportunity to improve accuracy and trustworthiness in order to foster more educated audiences.

The approval of multiple COVID-19 vaccines introduced a glimmer of light to the end of the pandemic tunnel. Yet while many have welcomed the news, others remain sceptical. Canvas8 polled 1,000 Britons and spoke to eight people to find out where they turn to for trusted medical info.

Amid pressure from brands that advertise on its platforms, Google is prohibiting ads and the monetisation of content that denies the causes of climate change. With trust in social media low and ongoing concern about fake news, advertisers are desperate to avoid association with conspiracies.