Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

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.

Put off by curated feeds, social media users are posting less and turning to group chats and 'dark socials' for deeper online connections with like-minded people and niche communities. Platforms can embrace this shift by leaning into the organic metamorphosis of these online spaces.

Brands like Bubble are using alternative social media – often based around niche interests – to engage more deeply with customers. These platforms build loyal followings and allow brands to design products more mindfully with consumer wants and needs before anything else.

Social media platform ETHOS connects Gen Z with people around the world through their values, as opposed to their visual story or follower count, it’s combating the negative effects of traditional social media, making them fall in love with a new way to engage digitally, socially, and emotionally.

Every major social media channel has at least one problem that threatens to drive users away, whether it’s questionable data collection practices or a toxic virtual atmosphere. As people begin to question the value of mainstream platforms, where are they finding a sense of connectedness online?