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.

Working alongside Clear Channel, M&C Saatchi released a Mother’s Day campaign that highlighted the devastating effects of knife crime. Using an AI system that recognises sirens on the way to major trauma hospitals, the ad featured real text exchanges between worried mothers and their sons.

Following up on its ‘Stand Up Against Street Harassment’ programme, L'Oréal has created an out-of-home campaign that cannot be ignored. The brand is aiming to combat the abuse women face daily by encouraging everyone to fight against street harassment anytime and everywhere they see it.

Hitomi Mochizuki, a self-proclaimed forest nymph, has cultivated an online safe space for wellbeing communities by authentically sharing her yogic lifestyle and wellness lessons with her followers. But why is her holistic and open approach to wellbeing discussions so warmly received by audiences?

Concerns around data have made people more distrustful of tech. Despite this, companies like Spotify are winning people over via a humanised approach to data handling, with users enjoying the packaging of their data in ways that reveal deeper insights into who they are.