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.

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Gen Y parenting underwent a drastic evolution during the pandemic, with kids’ digital engagement hitting an all-time high and parents increasingly concerned about screen time and apps they don’t understand. How can brands help them feel better supported when it comes to child safety controls?

Research shows that extreme views and conspiracism have risen amongst UK pupils, and teachers warn that these ideologies will fester if left without adequate training. With young people often exposed to misinformation on social media, brands can educate them to be more critical thinkers.

From pandemic deniers to mask burners, COVID-19 misinformation has been changing behaviour. And, according to one Harvard professor, without successful solutions to curb the spread, disinformation is likely to impact future national discourse around climate change and inequality.

The rapid growth of an online ‘infodemic’ – where fake news and conspiracy theories abound – means it has become difficult to sort fact from fiction. Logically is using AI technology and fact-checkers to help both private companies and the general public combat the spread of misinformation.