Trust in our institutions and in business is being tested. Even without touching the bigger, more disturbing political stories dominating the news cycle, people are increasingly skeptical of what they see online. Scams, AI-generated slop, harmful content, misinformation and sheer bombardment have combined to erode confidence in digital spaces. Inevitably, advertising gets caught in the fallout.
Why Brand Trust Is Needed Now More Than Ever
In a noisy, AI-saturated world, trust is the most important metric deciding which brands still get through.
When AI Starts Selling, What Happens To Trust?
For many AI chatbots feel closer to confidants than simple search tools. As they start recommending products and slotting in sponsored answers, the real question isn’t only whether we trust what they’re saying, it’s whether we’re willing to pay to keep that sales pitch out of the conversation.
Hannah Bowler
Revenge Of Millennial Cringe: How Brands Can Grow Up With Their Fans
As Millennials’ “cringe” era loops back into cool, brands face a harder question: not how to stay young forever, but how to stay culturally legit while their fans grow up – and a new generation wants nothing to do with them.
James Kirkham
Designing for the Feeling: How AI Can Support Creativity and Shapes the Future of Experiences
Audiences aren’t chasing bigger, louder nights anymore. They want experiences that feel human, intentional and emotionally rewarding. Here’s why the next decade of events will belong to those who design for emotional resonance first and use AI as a powerful, but purely supportive, tool.
Nathan Reed
Football Isn’t Just the 90 Minutes Anymore: 3 Signals for 2026
If you care about how brands show up around big cultural moments, this summer’s World Cup is going to be a stress test. Not just for creative work, but for how well we understand what football actually provides people with in 2026.
Rich Hewes