According to Claire, as audiences become more aware of their impact on the world and more focused on purpose, brands need to follow suit if they wish to stay relevant.

One way to do this is responsible technology: focusing on using the right tools online, moving away from addictive tech, and being very aware of the content created and the influence they yield.

Find out more from Claire on the latest episode of the Shiny New Object podcast.

The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net