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?

Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

People are turning away from the influence of celebrities and growing a conscious distaste for the lack of authenticity within the associated culture. Researchers see a chasm forming between people and celebrities as the lives of the famous serve to highlight the insecurity of daily life.

Brands are gravitating towards influencers to represent their offerings. Given the potential PR crises that a controversial tweet or public statement can cause, Canvas8 spoke to social media intelligence expert Veronica Ferrari on how to get the most out of this risky yet rewarding terrain.

From poetry readings to live music tutorials, COVID-19 is transforming the ways celebrities interact with fans. But how are influencers and celebs using or misusing their platforms to broadcast how relatable and accessible they are? And how will the cult of celebrity evolve post-pandemic?

Once seen as reliable arbiters of taste, a study has found that distrust of influencers is on the rise. Turning to peers for recommendations, people are seeking truthful product reviews and are more likely to trust the voices of real consumers rather than paid talking heads.