Unfiltered – The Shift of Social Behaviour in 2022

Are we starting to see a shift in social behaviour? People are saying a big f you to social media and going unfiltered. After the past couple of years, it’s become apparent to all, especially Generation Z, that faking your life on social media just isn’t worth it. 

People are trusting micro-creators over fashion influencers, are dropping brands for unauthentic practices and really are posting whatever the hell they want.

In our latest thought leadership piece, we explore what it’s like to be truly unfiltered and the biggest shift in social behaviour in decades.

With contributions from industry experts and in depth research into the topic, we get into the nitty gritty of how brands, social media platforms on influencers are making the shift to a more ‘unfiltered’ approach.

Read the e-book here.

By Megan O’Brien
Content & Digital PR Manager

All sources used:

Website Sources

etactics.com – 40+ Frightening Social Media and Mental Health Statistics

mytotalretail.com – The Undeniable Influence and Purchasing Power of Gen Z

forbes.com – Gen Z And The Rise Of Social Commerce

statista.com – Live streaming – statistics & facts

influencermarketinghub.com – Key Influencer Marketing Statistics You Need to Know for 2022

studentbeans.com – Authenticity and Gen Z: beyond the buzzword

truelist.co – Generation Z Statistics 

Image Sources

Some images used throughout the piece are owned by Altair Media London, unless stated below. For any usage rights please contact us:


Dove – Reverse Selfie 

Hero Cosmetics – User generated content

Yitty – Campaign Image

Savage x Fenty Lingere – Campaign Image
Kylie Cosmetics – Instagram

Victoria’s Secret – Fashion Show Image

McDonald’s – Campaign Image