Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

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.

Trust in the police was gradually declining in the UK before the pandemic. But confidence has fallen sharply in the wake of multiple shocking scandals and revelations of systemic failures, combined with long-standing evidence of discriminatory practices and a broader lapse of faith in institutions.

Seismic shifts in the ways people work and socialise have seen many beauty buyers take a step back and reassess their relationships with brands. Transparency and clarity are now central to what people want from the brands they engage with, and in the beauty space, this means offerings they can trust to cut through the noise, tell it to them straight, and get them what they want.

Podcasts are changing the media landscape by providing an open space for creators and audiences to meet on equal terms. As podcasts garner increased trust and loyalty from listeners compared with other types of media, could they be a future space where brands can talk directly to customers?

A survey has revealed that American faith in societally important institutions continues to fall, with trust in some – like Big Tech and public schools – at an all-time low. Americans are looking towards peer-to-peer recommendations, putting their faith in smaller spheres of influence.