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.

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.

Mental health apps have proliferated in recent years as people seek tech-mediated support in lieu of harder-to-access traditional care. But research from Mozilla has called the data privacy credentials of leading apps into question, highlighting the need for greater digital literacy from users.

As it releases a series of updates for its iOS, Apple is addressing the growing consumer demand for increased user privacy and control over their data. By giving people more control over their personal information, Apple is winning fans and differentiating itself from other Big Tech companies.

While data is the lifeblood of many businesses in the digital era, growing distrust towards Big Tech firms has made Britons wary of the information being collected without their consent. Canvas8 spoke to eight people to understand their views on data privacy and how they protect themselves online.