Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

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 ‘comfort creator’ can provide sought after solace to young audiences by offering a level of connection that TV’s fourth wall inhibits. A desire to connect while being entertained opens opportunities to provide more interactive forms of engagement as people live more and more online.

Tic Tac’s 'Share a Little Kindness' campaign is encouraging Australians to incorporate altruism into their everyday lives. With even small acts of kindness having a potentially significant impact, brands may earn some goodwill by fostering a culture of empathy and collective wellbeing.

The global coronavirus pandemic and ensuing lockdown has created a multitude of technological solutions that could impinge on rights to privacy in the long-term. How are Britons dealing with this new level of surveillance and what does this shift in behaviour mean for the future?

MrBeast’s particular brand of outrageous stunts paired with his everyman sensibility has earned him a trusting, loyal, and rapidly expanding fanbase. As he becomes only the second independent content creator to reach 100 million subscribers, what does his popularity say about audience expectations?