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?

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.

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.

From politics to geography to core values, America is dividing into two hostile groups, and the split is cracking the very foundations of American society. As partisans sort themselves into different echo chambers and separate neighborhoods, the urgent question is: is there any way out?

Cultural and political divisions have come to define public life in the US, with many people conscious of and worried about increasing polarization. Canvas8 spoke to Victoria Johnson about how media consumption habits have fueled this shift and how film and TV may also bring Americans together.

Veebs offers consumers a handy score on what values a brand promotes or supports and has been quickly embraced by American conservatives. Polarization is driving changes in shopping behavior in the US, meaning brands are having to curate specific public identities – or risk alienating supporters.

Binder brand For Them has launched its ‘Drag is divine’ campaign in response to anti-LGBTQ+ legislation. As political polarization sees the rights of the LGBTQ+ community come under attack, brands can take cues from inherently inclusive organizations on how to engage in meaningful action.