We’ve formed tight bubbles during the pandemic. Now we’re more cautious than ever about what we allow inside them, as well as privacy and transparency in the wider world.

Election hacking. Fake news. Data leaks. The late 2010s gave us an unwanted new language to describe an increase in misinformation and privacy breaches. This mistrust lingers to this day.

31% of Americans are concerned about data privacy online, while the rise of alluring new technologies such as bitcoin promise to replace broken systems with hard-to-hack data encryption.

People want to get their information from what they see as more transparent sources, particularly among the younger generation. 49% of Gen Z get their news from new media such as YouTube and TikTok, as opposed to traditional media such as newspapers.

However social media – once seen as the great equaliser and a portal for self-expression – is also being viewed with increasing suspicion. Nearly 1 in 3 Americans is worried about the role it has in dividing public opinion.

In the past year we’ve narrowed down our real-life networks to those we trust most. Perhaps it’s no surprise that we’re now demanding the same transparency and care from the companies we rely on to stay connected and informed.

Now brands must ask themselves:

Am I engaging with new technologies and new media?

How can I reassure people that I care about their privacy?

Am I ready to be truly transparent with my customers?