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.

Despite documentaries likeThe Tinder Swindlerraising awareness of romance scams, people from the LGBTQ+ community are falling victim to dating app fraudsters. With romance scams resulting in the third-highest financial toll on victims in 2021, awareness campaigns can make a big impact.

Trying to sift through social media and vet posts for misinformation can feel like an impossible task, especially during a fast-moving crisis. As accounts of the conflict in Ukraine proliferate, people are looking to big tech for help discerning credible sources from illegitimate ones.

As fake news continues to flourish across the web, people are looking to tech companies to take charge of the issue and make long-term adjustments to restore the credibility of online news. But with misleading media easier than ever to manufacture, how can trust be created and maintained?

With misinformation seemingly ever-present on social media, many people are feeling frustrated trying to decipher fact from fiction. Following on from tracking this behaviour in our Communications Sector Snapshot, Canvas8 spoke to eight Britons to understand the impact of fake news.