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.

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.

People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

Leica’s M11-P camera has built-in content authentication tools, allowing users to ensure their photos are verifiable as real. In a world where consumers are worried about rapid innovation, AI, and misinformation online, the camera serves as a way to parse out the truth and quell consumer fears.

With misinformation seemingly ever-present on social media, many people are feeling frustrated trying to decipher fact from fiction. Following on from tracking this behaviour in our Communications Sector Snapshot, Canvas8 spoke to eight Britons to understand the impact of fake news.

Experts are warning about the overwhelming amount of misinformation around the Israel-Palestine war on X. As people struggle to discern between truth and fake news, brands are responsible for empowering audiences to identify trustworthy sources and educate themselves on realities online.

Disinformation spreads like wildfire on social media, especially when it’s fueled by dark money and content farms. But what happens when generative AI like ChatGPT makes creating such material as easy as hitting enter? And what role can brands play in combating this worrying trend?