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.

With consumers freer than ever to voice their dislike for companies, how should anti-brand communities be approached? Canvas8 spoke to Cleopatra Veloutsou, a professor of brand management at the University of Glasgow, to understand how digital spaces turn individual voices into collective clout.

CEOs are increasingly influential when it comes to purchase decisions. Research shows that over half of all Americans say their decision to buy from specific brands is influenced by who their CEOs are, showing how values-driven leadership is becoming key to business success.

Young Americans have long voted with their spending power, but as the status quo for Gen Zers and Yers continues to feel underwhelming, there’s been a rise in left-wing media platforms that advocate for alternative visions for the future. So, what can news providers learn from this shift?

Call-out culture is thriving in a world that’s increasingly dependent on the web for communication. With people’s interactions influenced by social media algorithms, divisive political discourse, and the anonymity of the internet, how can brands facilitate dialog and respond to public backlash?