User-generated content holds the most influence over people's purchasing decisions. As brands and mega influencers lose clout but more people still want guidance when it comes to purchase decisions, it's leading them to look within their social circles authentic and trustworthy advice.

The gig economy recruitment model means many workers have to pay high fees to middlemen while many companies struggle to search for new talent, also incurring recruiter fees. Braintrust aims to change this recruiting model by creating a decentralized marketplace using blockchain technology.

Sneakerheads are seeking fashion tips on Discord. Unemployed individuals are turning to Reddit for support. Boomers are being radicalised by algorithms. Understanding who people listen to and the platforms they prefer underpins the work we’ve done in our Spotlight on Influence and Icons.

Elenas is an entrepreneurial platform that empowers women in Colombia and Mexico. By giving them easy access to wholesale products – across categories including beauty, homewares, and electronics – which can then be resold via their networks, users can directly tackle the gender pay gap.