The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

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.

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?

Americans would deactivate their social media accounts for a financial incentive, according to a survey – hinting at a growing disillusionment with social media as a whole. As people reckon with the new implications of a digital-first life, many are looking to prioritize IRL connections.

Rising awareness among consumers and brands about the negative impacts of social media use is altering the way that influencers post and engage with their audiences across digital channels. This comes as lawmakers work to enact regulations that aim to protect younger users online.

Political polarization in the US is fueling heated debates and widespread outrage around censorship – whether that's in the form of deplatforming or book bans. But who is being most deeply impacted by such restrictions? And what can brands do to navigate tensions around free speech and self-expression?