Small wins keep people motivated - micro-goals are shaking up attitudes around New Year’s resolutions, and people are shifting towards setting smaller, more frequent goals throughout the year instead of large unrealistic ones. Brands can empower micro-goal making and reinvent resolutions, as Canvas8’s very own Associate Insight Director Helen Jambunathan tells Creative Brief.

What people find ‘sexy’ is changing post-pandemic - People magazine’s title of Sexiest Man Alive in 2021 went to the 52-year-old star of Ant-Man, Paul Rudd, who beat out the likes of Chris Evans and Regé-Jean Page among others. As modern definitions of masculinity evolve, brands can appeal to changing views on sexiness by reframing collective definitions of masculinity.

Digital enthusiasts reframe status in virtual economies - with gaming worlds and the metaverse upgrading peer-to-peer self expression, status and prestige are being explored in new ways. For brands who want to remain at the forefront of innovation, they can look at collaborating with digital natives in new and experimental ways.

People want creative, fun, and meaningful remote interactions - a couple has made headlines for tying the knot in a hybrid virtual-physical ceremony, showing a shift towards early adoption of much-hyped metaverse intrigue. By experimenting with immersive events, brands can appeal to those who want genuine connection in virtual spaces.

Celebrity creative directors build loyal fan bases - as technology allows people to enjoy hyper-personalised niches, influential public personas can evolve a brand’s positioning to attract new audiences. Brands have the opportunity to recruit celebrity creative directors that boost brand credibility, tapping into a powerful star's fanbase in an attempt to bring in new clientele.

TikTokers bring grandeur to the everyday - royalcore is an umbrella aesthetic that sees TikTok users bring a feeling of aristocratic living to the everyday. As people indulge in luxury and opulence, brands that inject elements of extravagance and fantasy into their offerings will be met with enthusiasm.

The fashion curious want to blend science and technology - as consumer preferences evolve, shoppers are looking for new ways to interact with clothing and explore trends. For brands who want to tap into audiences that have inclusivity and sustainability in mind, they can look at using nature tech as a fashionable form of innovation.

English football fans feel overlooked and undervalued - passionate football fans in Britain are seeking alternative ways to experience the sport, as preservation of authentic football culture proves key. For brands wishing to tap into this loyal fanbase, they can look at alternate formats that democratise the sport and offer greater fan participation.

Eco-minded fans want to raise awareness for ocean-pollution - ahead of the 2022 Australian Open Adidas had athletes play a tennis match on a floating court in the Great Barrier Reef, showcasing its sustainability efforts. With the growing concern around climate change, brands can play a part in solving social and environmental challenges that affect their consumers.

People want to overcome division with conversation - with the aim of combating polarised times, The Human Library provides people with a chance to discuss issues outside of their social network. By providing safe spaces for open dialogue, brands can challenge damaging stereotypes and beliefs by connecting people IRL.