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?

Dominant fears around the vulnerability of young girls online are perpetuating the gender divide in access to digital devices and shaping negative self-perceptions for women. Brands wanting to lend a hand to bridge the access gap could affect positive change by promoting safer spaces.

Pandemic lockdowns led to an unprecedented surge in children’s usage of digital devices. Yet while tech helped alleviate some of the pressure placed on parents at the peak of the crisis, the mass digitisation of everyday life has raised questions around just how safe kids are online.

Tinder has launched a campaign poking fun at the online scams proliferating on dating apps, tapping into Gen YMean Girlsfandom. Many have soured on dating apps because of online toxicity, and brands like Tinder are beginning to acknowledge the ways their platforms can be misused.

With digital connectivity more important than ever in the wake of the pandemic, a stark digital divide has become apparent in the UK. Vodafone’s Everyone.Connected campaign is aiming to combat this by boosting the digital literacy skills of vulnerable people and improving access to online spaces.