As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

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.

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?

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.

Walgreens has partnered with TikTok influencers The Old Gays in a campaign that promotes the pharmacy's digital products. As more older adults get on social media, brands have an opportunity to tap these audiences by recognizing their tech-savviness and connecting with them in fun, accessible ways.

People are following more fashion influencers than ever before as they chase limited-edition releases and adopt a fluid approach to trends and style. After investigating this behaviour in our Fashion and Style Sector Snapshot, Canvas8 spoke to ten Britons about online influencers and hype culture.

Khaby Lame’s iconic videos on Instagram and TikTok convey a sense of humour that transcends language and culture, allowing him to achieve global success without uttering a single word. As brands look to connect with online communities, what does his success say about the power of relatable content?