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?

Assertive Audiences

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.

Alt Faith

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

Gen X (born 1967-1981)

Older Adults (born pre-1946)

United States

Citizenship

Donald Trump has put in a shift at a McDonald's in Pennsylvania as part of his campaign trail. With people's personal finances a key influencer in deciding who they'll vote for in the US election, both nominees are trying to appeal to working class voters and show they understand their experiences. 