The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

The rapid growth of an online ‘infodemic’ – where fake news and conspiracy theories abound – means it has become difficult to sort fact from fiction. Logically is using AI technology and fact-checkers to help both private companies and the general public combat the spread of misinformation.

With the country still deeply divided across party lines, Brazilians are ever more vulnerable to disinformation – leading many to believe in a communist takeover. Educating Brazilians on media literacy can be a good opportunity for brands to help bridge gaps, but more creative solutions are needed.

As adoption of VR grows, people are seeking new regulations that match the laws of real life. With incidents of harassment being reported on VR platforms, tech companies are faced with the challenge of getting ahead when it comes to creating safe spaces for users.