From Gen Zers tweaking their online behaviours to Britons seeking cost-cutting ways to travel and Americans reconnecting with the great outdoors, brands are helping people to navigate new cultural values. Here are the top ten insights and behavioural shifts that got us talking in August.
Beauty fans want unfiltered aesthetics - as people are drawn to social platforms that prioritise authenticity, beauty fans are looking for uncurated, un-retouched moments as an alternative to highly edited aesthetics. By tapping into community engagement that focuses on a sense of ‘realness’, brands can help beauty fans to feel like themselves through behind-the-scenes action and user-generated content.
Britons seek cost-cutting ways to travel - as the cost of living crisis continues to impact people's spending, Britons are turning to subscription travel clubs to get their holiday fixes this summer. Fuelled by revenge travel mindsets and making up for lost time, brands can work with jet-setting clientele to find ways to make travel more affordable and accessible.
Young people in the UK buy groceries through TikTok - as young people migrate away from traditional search engines and towards social platforms that offer new services and user experiences, brands are popping up in unexpected online spaces to make product discovery and purchasing more digitally intuitive for fluent social media users.
People seek ways to combat the climate crisis - as people become more informed and educated about the effects of climate change and the damage it's wreaking on the planet, many are looking to brands to provide sustainable and eco-conscious solutions. Canvas8 spoke to Dr. Olivier Cotsaftis about biophilic design principles and creating an environmentally sustainable future.
Gen Zers tailor their online behaviours - as Gen Zers look for platforms that allow them to build communities and freely express themselves online, they are tweaking their personas depending on what platform they use. As these digital natives express their values, beliefs, and personalities creatively, brands can help them to go beyond one-dimensional representation.
Britons' values are shifting - as the cost of living crisis changes Britons spending habits and as new cultural norms shape working lives and family narratives in the UK, many are experiencing moments of uncertainty amid ongoing societal change. For brands, helping Britons navigate moments of discontent can allow them to feel stable and secure.
Gen Y Americans reconnect with the outdoors - after years of lockdowns and enforced restrictions, Americans are seeking outdoor experiences that merge wellbeing, nature, and spirituality. As multisensory, nature-based expeditions align with Gen Yers that want new wellbeing hangouts, brands are advancing wellness inclusivity to include IRL experiences that focus on connection and inclusion.
Trend-led fast fashion appeals to Gen Zers - fast fashion is seeing an uptick in sales as it fulfils a desire for newness, particularly with Gen Zers that are influenced by a saturated trend landscape and TikTok core aesthetics. With an economic squeeze being felt globally, easy shopping experiences and values-led branding can win over shoppers that want style as well as substance.
Foodies look for indulgence and escapism - as people rethink the way they eat and drink post-pandemic, many are looking forward to small indulgences that offer a sense of comfort and familiarity. Exploring new dining moments that surprise and delight people can help brands to stand out in the minds of consumers that are cautious and concerned about eating out in public.
Interactive retail appeals to experience hunters - as people look for fun, engaging and elevated brick-and-mortar store experiences, retail locations are meeting the demand for experiential shopping post-pandemic. Going big on experiences, and offering people added value beyond their purchases, can increase footfall and bring people back to shopping IRL.
