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?

The 2023 Reuters Institute Digital News Report has found that a growing number of people trust social media influencers as news sources over journalists. As trust in traditional institutions continues to falter, this study highlights how information is at even more risk of being distorted.

Gen Z's interest in traditional news outlets has plummeted, with Irish Gen Zers turning to platforms like TikTok instead. As people experience burnout from a 24-hour news cycle due to perceived negativity, the findings show how people are searching for alternate sources of news and information.

Independent journalism is seemingly on the decline, with the high-profile closures of BuzzFeed News, Gal-dem, and Bitch Media, alongside the financial difficulties at Vice Media, painting a bleak picture. So, how can the sector be preserved, and how can outlets adapt to new market realities?

Free from the shackles of shareholders but without the cash that VCs have historically splashed, 404 Media is joining the small but significant number of journalist-owned-and-operated publications looking to offer readers the kind of distinctive journalism they feel is worth paying for.