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.

People are tired of being perpetually unsure about what sources to trust, and so are demanding clarity and decisive action from brands with transparency at its heart. As people seek out platforms that align with their own values, they’re expecting brands to make their stance on important issues clear.

With misinformation seemingly ever-present on social media, many people are feeling frustrated trying to decipher fact from fiction. Following on from tracking this behaviour in our Communications Sector Snapshot, Canvas8 spoke to eight Britons to understand the impact of fake news.

A study has found that TikTok’s in-app editing tools enable users to generate fake and misleading content about the war in Ukraine. As the proliferation of war-related content clouds the online sphere, netizens are finding it increasingly difficult to tell fact from fiction.

Despite reliable sources being readily available, misinformation on topics such as climate change, vaccines, and genetically modified food persist. People are increasingly split along group identity lines when it comes to accepting facts, an issue that’s exacerbated by a polarised media.