People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

BeReal is a social media app that hinges on the principle of scarcity. By limiting posts to one a day, it encourages users to share a snapshot of their daily lives in real-time rather than curating an idealized feed – a reflection of how demands for authenticity may reshape online communications.

The California Milk Processor Board has launched a revised 'Got Milk?' campaign, urging people to ‘Get Real’ and stay true to themselves. Celebrating authenticity and individuality, the campaign taps people’s desires to lead more authentic and realistic lives – both online and IRL.

The dominance of pseudonymous platforms – from Discord to TikTok, Twitch to Reddit – has freed up how Gen Zers express themselves online, moving away from personalisation and towards a sense of plurality. What can brands do to brush up on their ‘identity fluency’ for this ever-evolving generation?

Tired of social media feeling like a popularity contest and the pressure to post their best self, people are increasingly looking for more honest and private online connections. Encouraging people to ‘try a new account’, Instagram is nudging users into more authentic online engagement.