As the power of older institutions deteriorate, so do the taboos they reinforce. Pragmatism has taken over and stigmas that once prevented progress are slowly disappearing.

As the world becomes more cynical, a movement has emerged that rejects pessimism and embraces the kindness in the world. In uncertain times, we’re self-soothing through cute animal pictures and funny memes.

Companies are encoding their own morality into their platforms. Advertisers and consumers have sway on what content persists, and while removing harmful content has positive benefits, censorship often operates in a grey area and removes our ability to choose for ourselves.

Cancel Culture has flipped the power of authority figures and celebrities to the marginalized and often voiceless. It played an important role in conclusively shutting down Bill Cosby and Kevin Spacey. But celebrities like R. Kelly have benefitted from the increased exposure. And as its scope widened beyond criminal and amoral acts; people like the Dalai Lama and even everyday teens were attacked. Cancel Culture’s blunt force was unable to distinguish the grey areas where most people live. Brands found themselves in the crosshairs.

But this power to force behavior change through social media-driven boycotts, blackouts, or blocking has begun to wane. Instead, people are turning to these platforms to prompt reconciliation. While the mass audience mobilization remains a potent tool, Cancel Culture is evolving into a more nuanced movement that can still affect change, like promoting essential worker wage reforms.

Washing is when brands disingenuously capitalize on public sentiment around topics like #BlackLivesMatter, environmentalism, and LGBTQ rights to push their products and services. This upsets the consumers who identify with these movements, who watch as brands crowd each other out during opportunistic occasions and muddle the issue they’re fighting for. Cause marketing fatigue sets in.

Being an ally means bringing attention to a cause. But being an advocate means taking a more active approach to try to affect change. During the height of the pandemic, for example, brands took a somber tone as they underscored the importance of front-line workers. But consumers rejected sentiment that rang hollow or didn’t match a company’s reputation. Advertising has a major influence on moving the needle in society; how you engage will elicit different expectations and a vocal response to your brand’s stance from stockholders and consumers alike.

We’ve turned into homebodies. This decade is primed to become the Snoring 20’s instead of the Roaring 20’s, a decade marked by indulgence and exuberance a century ago. Tamping down our spirits are the long-term effects of the Great Recession, the prospect of another economic downturn, and changes in how we socialize, use technology, and self-care.

We’re approaching life with more restraint and balance. While alcohol sales spiked during the pandemic, drinking, hard drugs, and sex are on the decline overall. The growth of convenience services from Amazon Prime to DoorDash makes staying put desirable, easy – and often essential in COVID-19’s aftermath. Millennials and Gen Z are navigating these tumultuous times by saving more, seeking community online, and embracing Hygge, the art of coziness. Every industry has adjusted their offerings to make it easier to be at home.

Provocation with Purpose is Mindshare's podcast where we talk about emerging technologies and changing trends, and the impact these have on our day-to-day lives. In this episode, we talk to Verizon Media about 5G. With so much hype over the years, is it really poised to transform the way we live, work, learn and play? What does it really mean?

Provocation with Purpose is Mindshare's podcast where we talk about emerging technologies and changing trends, and the impact these have on our day-to-day lives. In this episode, we’re talking about influencers. Even with few followers, anyone can become an influencer, and people are experiencing distrust. We’ll talk with Janet Levine from our Invention+ team and question the provocations of what future might hold for influencer culture, and what it means for society at large.

Provocation with Purpose is Mindshare's podcast where we talk about emerging technologies and changing trends, and the impact these have on our day-to-day lives. Pretty much every facet of our lives is controlled by algorithms. From what content we see, to the prices we pay, who we decide to date and who gets the job. In this episode, we’re talking with Rachel Lowenstein from our Invention+ team about algorithm bias and why it matters.

Yes, that’s actually a question that Wattpad’s Chris Stefanyk gets from a lot of people when he reveals their core demo is 13-30 year-old females. Mindshare Canada’s Lachezar Arabadzhiev talks to Chris about how the storytelling platform is supporting writers and more, in this special SXSW interview.

Wattpad’s vision is to entertain and connect the world through stories. Using the power of community and technology, the global multi-platform entertainment company is unleashing the full potential of stories to the world, in any format.