Trend: In a world flooded with information, misinformation and even disinformation, we crave authentic messages from trusted sources. In this context — and more dramatically so than in 2013 — brands assume greater importance, becoming extensions of our own worldview and values. But greater uncertainty now comes from changes in how and why we choose to trust some organisations and not others.

Tension: As trust becomes more erratic, it also becomes more important. Yet a widespread sense that customer service is worse and more automated than it was threatens the trust companies have already built.

Takeaway: In polarised times, brands must figure out where it’s best to lean into values, and when to simply serve the consumers who just want the benefits of product — while also reconciling these seemingly opposite stances.