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.

Musician FKA twigs has joined a global campaign to raise awareness around domestic abuse and normalise talking openly about the issue. With domestic violence cases rising due to the pandemic, the campaign supports women and breaks the stigma of talking about domestic violence.

People are generally becoming more comfortable with online dating apps, with users rising year on year. But many have experienced a darker side to the apps and have become victims of romance fraud with scammers using psychological manipulation to groom users into transferring money.

Audience favourite I May Destroy You has been lauded for its unflinching approach to some of society’s most complex issues. Navigating equity, diversity, and sexual assault, the show’s success demonstrates that people are looking for thoughtful, compelling, true-to-life narratives.

People are slowly but surely accepting sexual wellness and pleasure as part of self-care. This is manifesting both in franker conversations about sex and the growth of the associated wellness industry. From eco-friendly sex toys to erotic storytelling apps, brands are catering to diverse needs and desires and facilitating full-body wellbeing.