As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

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?

Kendrick Lamar has been announced as the headliner for the Super Bowl LIX halftime show, scheduled for next February in New Orleans. The decision sparked controversy over rapper Lil Wayne's exclusion, highlighting regional pride and the strong reactions audiences tie to local representation.

Drake’s100 gigsis a digital archive of unreleased music and behind-the-scenes moments from his career. The rapper faces backlash for failing to connect with audiences at a time when the artist-fan relationship is increasingly fragmented, and people expect less curated content.

People are turning away from the influence of celebrities and growing a conscious distaste for the lack of authenticity within the associated culture. Researchers see a chasm forming between people and celebrities as the lives of the famous serve to highlight the insecurity of daily life.

Research has found that American adults prefer following pop culture and entertainment accounts over politicians and journalists on TikTok. With trust in traditional institutions on the decline, people's social media habits reflect a desire for both escapism and independent sources.