More Trust articles

The team behind Channel 4’s latest Gen Z research discuss key findings and what the implications are for brands.

While industry big-hitters embraced SXSW London to make generic statements about what they are building with AI, we are collectively ignoring the people we have broken.

A direct-to-consumer model can help news organisations win in a fragmented environment by incentivising them to foster deeper connections with an audience that is opting in to their product.

The rising star has left Mediaplus’ Behave to set up her own behavioural research consultancy. The goal? To reconnect brands to people as she bridges the old and the new.

The big platforms continue to grow and brands keep pumping the fruit machine for that ill-defined ‘win’. But agencies can win this match against the giants.

This is why human-led content needs a compass more than ever: values can’t be faked. You can’t prompt your way to perspective.

Peter Field has shown us the silver bullet in the argument for advertising. To me, this means brand will assume renewed importance for marketers. About time. 

Creators report feeling concerned over creative constraints, unrealistic deadlines and excessive content revisions required by brands. But getting the relationship right can lead to better results as the creator economy professionalises.

Return-to-office mandates, relentless bias, a widening pay gap… why are we looking the other way while a steady stream of female talent exits the industry?

Over 400 artists and media industry leaders have penned an open letter to the UK PM ahead of a crunch vote in the House of Lords on plans to carve out copyright exemptions for AI companies.