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.

From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

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.

With concerns around data security and censorship driving a growing sense of dissatisfaction with Big Tech, some people are searching for ways to communicate, socialise, and organise online outside of mainstream social media platforms. How will this shift transform the digital space?

In China, young entrepreneurs are using VPNs to access international audiences on Instagram and promote their brands. More than a demonstration of new career paths, the phenomenon also signals a wider movement of people circumventing regulations to get a slice of the pie.

Shadowbanning, a seemingly common but often denied practice by big tech, is helping to further erode people’s trust in social media platforms. How can the brands engaging with these users online foster transparency and loyalty within a growing climate of distrust and paranoia?