Social media commentators are reporting a shift in behaviour away from the highly polished, aesthetically-pleasing world that Instagram used to serve up, in exchange for a “simple, back to basics” reality that is bringing people more authentic and more relatable role models.people aged from 18 to 25, has been credited with the rise in popularity of ethical companies and now is thought to be responsible for changing how brands, specifically in the cosmetics world, approach their online presence. Can social media be trusted?

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