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?

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.

Make-up artist Bobbi Brown’s response to a negative video of her Jones Road foundation on TikTok has raised questions about how influencers review products. Influencer marketing is ubiquitous, but many feel there's not enough awareness of how they relate, or don't, to specific audiences.

After years of focusing on bringing joy to people through its ads, Cadbury has shifted its marketing to better resonate with current times. The brand pivoted its messaging to focus on togetherness and generosity, enabling it to resonate with conscious consumers amid global uncertainty.

Values tend to be consistent throughout adulthood, guiding all manner of daily decisions and long-term goals, but major events have the power to reshape beliefs on an individual and societal level. How might COVID-19 transform Britons’ deep-rooted principles, and what could this mean for brands?