Economic downturns tend to produce an upturn in dance music. Beyoncé’s Renaissance signalled the return of the recession banger as people look for low-cost ways of letting loose.

Recession ravers

Gens Z and Y are dealing with economic stress by indulging in little moments of escapism. Creating a ‘treat yourself’ culture, young people are searching for small luxuries to get by.

Little treats 

With branded luxury goods out of their price range, people are turning to dupes as the new cool. This shift is symbolic of people’s financial abilities and changing perceptions of luxury and status.

Dupe hype

As wealth gaps widen and resentment grows, there has been a growth in anti-capitalist ‘eat the rich’ narratives, which play out the downfall of the world's wealthiest in darkly comic ways. 

Anti-capitalist entertainment

As people turn to bargain-hunting to get by, even the wealthiest are leaving behind premium products for dollar store deals, signalling changing perceptions of branding and product quality.

Dollar stores

Australians are driving demand for espresso machines and instant coffee, all the while shunning cafe chains due to the cost of living crisis. As people cut back on non-essential spending, brands face a challenge in delivering daily treats that give value for money without sacrificing quality.

Australians opt for home brews amid rising costs

As people are becoming more mindful about their expenses and drinking habits, bars are scrambling to keep their customers coming. In Japan, 'izakayas' (informal bars) are going through an especially tough time, with over two hundred of them closing their doors for good in 2024.

Shifting drinking habits are threatening Japan's bars

Uber is spreading festive joy with the launch of an on-demand delivery service for Christmas trees and carol singers. The move addresses the desire for cost-effective, stress-free solutions that enhance seasonal joy, fostering connection and empathy amid the holiday rush.

Uber targets cost-conscious shoppers with Xmas special

The Commonwealth Bank, Australia’s largest bank, announced a new withdrawal charge of $3 that's supposedly taking effect in January 2025. The move garnered ire from Aussies and the government, highlighting the widening chasm between people and institutions amid the cost of living crisis.

CommBank charging fee draws criticism from Aussies 

A study has found that nearly 75% of Boomers are planning on using buy now, pay later services when shopping for the holidays in 2024. As people navigate fluctuating finances, they're looking for more stability and control, and these findings show that BNPL is appealing to all generations.

Boomers most likely to use BNPL during holidays

Women in China have voiced concerns about a variety of misleading claims and harmful manufacturing side effects relating to sanitary pads. The backlash in the country points to the ways that consumer voices are growing louder as people demand better treatment from brands.

Chinese women rebel against misleading period products

Sicily is offering a low-cost sleeper train to ensure a wider variety of Sicilians can afford to go home and visit family during the winter season. But as slow travel grows in popularity, there’s a gap in affordable travel and a need for brands to ensure greater accessibility.

Sicily tackles traveller costs with affordable trains

A watchdog group has found that although most supermarket loyal offerings are genuine, a majority of Britons feel that retailers are driving up their prices to make products on offer seem more appealing. The discrepancy showcases the increasingly critical attitude consumers are adopting.

Report shows trust gap between UK grocers and customers

Brick-and-mortar retail and British high streets are facing a pivotal moment, forced to adapt to the rise of e-commerce and changing consumer behaviours. Canvas8 spoke to retail expert Ibrahim Ibrahim about how retail spaces can evolve beyond transactional venues into vibrant community hubs.

Ibrahim Ibrahim on the future of British high street

Bottega Veneta has launched a capsule collection inspired by the work of beloved American author-illustrator Richard Scarry. Offering a keyring belt, cushion, and a woven intrecciato leather notebook, the brand's exploration of childhood wonder and awe feeds into the comforting appeal of nostalgia.

Bottega harnesses nostalgia for capsule collection

Cash-strapped Australians are reconsidering their private health insurance. Some are opting out or downgrading their cover, leaving insurers scrambling to design new packages for each generation. Meanwhile, they’re also facing surging costs and tense relationships with their partner-hospitals.

What can win back Aussies ditching private health insurance? 

The way we approach interior design is changing. While classic styles remain powerful, social media is introducing fast-moving microtrends, transforming how people design and decorate their homes. In recent years, we've seen an explosion of colour and individuality in homeware. Here's why.

Homeware as self-expression: how social media is shaping interior design

With a focus on low-income workers and microentrepreneurs, the Brazilian neo-bank Neon is leveraging technology, fee-free digital banking, and comprehensive financial education initiatives to empower millions of underserved and unbanked Brazilians to take control of their finances.

How Neon makes banking accessible for Brazil’s working class

A survey has found that of those using TikTok as a source of inspiration while doing their holiday shopping, nearly half are looking for food and beverage-related gifts. As food intersects with other areas of culture, like fashion, high-end food and drink products are becoming status symbols.

People turn to TikTok in search of food-related gifts 

As luxury sales slow down, China is witnessing the emergence of a thriving second-hand market. Owing partly to ongoing economic concerns since the COVID-19 pandemic, shoppers in the country are becoming more price-conscious, leading many to look for more cost-effective luxury.

Price-conscious Chinese buyers go for second-hand luxury

Despite rising living costs, Aussies are returning to cinemas for shared experiences, cultural connections, and a taste of escapism. To meet these needs, cinemas are evolving – offering loyalty programmes, premium options, and affordable luxuries that enrich the big-screen experience.

Why cash-strapped Aussies still flock to the big screen

Germans seem increasingly concerned about their safety when making digital payments and are looking for banks to provide enhanced protection. As alternative payment methods proliferate, there’s an opportunity for brands to reassure customers about their protective measures.

Germans seek better protections against payment fraud

Research shows that Gen Z adults are significantly more likely than Gen Yers to have a five-year plan for their finances. Having grown up amid the COVID-19 pandemic and the cost of living crisis, Zers seem to have developed a particularly pragmatic attitude towards money.

Gen Z's financial literacy reveals roots in pragmatism

Launched amid growing consumer skepticism of financial institutions, Pine is an AI assistant that automatically negotiates bills and disputes unfair charges. As credit card debt soars and subscription fatigue grows, the tool addresses mounting concerns about corporate pricing practices.

AI assistant fights unfair subscriptions

Americans are increasingly embracing beauty routines as essential for wellbeing and confidence. But what shapes their choices when selecting skincare and make-up products, especially under financial constraints? Canvas8 spoke to six people across the country to find out.

How are Americans rethinking their beauty routines?

Britons are increasingly streamlining their beauty routines to cope with busy schedules and tightening purse strings. But what determines their choices when looking for effective and convenient products, especially amid economic pressures? Canvas8 spoke to ten UK residents to find out.

How are Britons rethinking their beauty routines?

Korea’s Gen Zers and Alphas are snapping up smaller-sized cosmetics to affordably splurge on beauty and test new products before committing to them. As mini items flood an already oversaturated market, brands can lean into new, unique modes of personalisation that tiny product design facilitates.

Koreans buy mini make-up for low-cost experimentation

With economic pressure at an all-time high, young Aussies are turning to credit and BNPL to cover costs despite their apprehensions. Banks are earning their trust through financial literacy and exclusive offers that reward conscious spending over indiscriminate spending. 

Aussie Gen Zs are wary of credit cards. Here's how banks are earning their trust.  

Beer culture is thriving in South Korea, with beer overtaking soju as the favourite drink. Craft breweries are reshaping the scene, while home and solo drinking are rising in popularity, as are lower-alcohol options and food pairings. Start-ups are innovating with subscriptions to offer tailored drinking experiences.

How South Koreans fell for craft beers offering new flavours

Caravanning is seeing a resurgence in popularity among Aussies of all ages. From grey nomads spending their retirement on the road to digital nomads escaping the grind of city life, they are united in their love for the open road and desire for freedom and flexibility in their lives.

Why are more Aussies embracing caravan living?

Gen Zers in the UK are now taking body care as seriously as skincare. To fit into their detailed shower rituals, they’re looking for affordable, non-toxic, and sustainable products that – perhaps most significantly – deliver on their promises. So, how are brands adapting to attract this cohort?

What do Gen Z Britons want from body care?

As Australia inches towards a cashless future, some are pushing back, citing concerns about budgeting, inequality, and security. From generational divides to fears of financial exclusion, this monetary tug-of-war reveals deeper issues about financial control in a rapidly digitising world.

Why going cashless is proving divisive in Australia

Korean luxury hospitality group Josun Hotels & Resorts has launched a store to expand its online presence via its distinctive food and lifestyle products. With people searching for accessible indulgences, premium hotel-branded products can bring luxury escapism into homes.

Josun Hotels & Resorts launches online lifestyle store

Younger generations are spearheading the post-pandemic revitalisation of Britain's brick-and-mortar retail sector. The social aspects of shopping and an emphasis on localism and community are particularly appealing, providing guidelines for brands looking to create memorable in-store experiences.

Gen Z and Y shoppers drive UK high street revival

India's gig economy is booming, with the number of gig workers nationwide set to reach 23.5 million by 2030. However, due to the uncertainty of this income stream, most people remain cautious of their finances. How can brands harness tech and education to bolster a sense of financial security?

How Indians are managing money amid the rise of AI

Japanese households once again cut spending in September due to inflation and a weak yen pushing up living costs. As people continue to face financial anxiety, there is a burgeoning demand for budget-friendly brands, while many workers are also seeking a better work-life balance.

Japanese households further cut spending as costs rise

As Americans embrace second-hand shopping for its affordability, creativity, and community value, resale has evolved from an eco-conscious option to a mainstream approach. Canvas8 spoke to eight Americans to uncover the motivations behind their switch to pre-loved fashion.

Why Americans are buying second-hand fashion

As British shoppers embrace second-hand fashion for affordability and individuality, resale has shifted from an ethical choice to a mainstream movement, aligning with both personal values and financial pressures. Canvas8 spoke to six Britons to unveil the reasons behind choosing pre-loved pieces.

Why Britons are buying second-hand fashion

Libraries of Things is gaining serious traction as people search for smarter, more sustainable ways to access items without the burden of ownership.

How Library of Things builds community around rentals

What do people want from functional clothes in the era of climate adaptability? How are personalisation technologies changing fashion? How are people getting ahead with practical sustainability measures? Why is fashion becoming so playful and unserious?

Fashion and Style Sector Snapshot: November 2024

South Koreans love to spend. But what happens when the country faces a financial crisis? With many people steeped in debt, younger generations are now being forced to downsize their purchases and miss out on major life milestones. How can brands help them fight against economic headwinds?

How South Koreans save while staying aspirational

Istanbul is offering free public transport to job seekers in the hope of addressing unemployment and rising costs. With cities and countries globally implementing innovative mobility solutions, these initiatives highlight a trend towards more accessible and affordable public transportation.

Istanbul introduces free public transit for job hunters 

The market for ‘premium’ products and services is growing in popularity, as shoppers look for value and meaning from their purchases. But the term is often misunderstood. Canvas8 spoke to Ashley Mauritzen to glean insight into how brands can stand out and best perform in this increasingly crowded space.

Ashley Mauritzen on what ‘premium’ means in 2024

Spriggy empowers Aussie kids to master money skills via gamified tools that make learning how to save and spend more fun. Targeting ages six to 17, it blends interactive lessons with real-world tasks. But it faces a key challenge: can it keep users safe and win parents' trust in the digital world?

Why Spriggy banks on practical play for Aussie Gen Alphas

Research indicates that donating food instead of discounting can enhance retailers' profits. Many Americans face food insecurity while a large portion of food is thrown away, but donating food supports nearby communities and clears shelves for more produce, optimizing pricing and reducing waste. 

Research shows donating food increases profits

With South Korea’s economy slowing down, shoppers are starting to embrace secondhand luxury for its blend of status and sustainability. Younger generations are driving this shift, drawn to affordable, eco-friendly finds, while platforms are boosting security to ensure safer, smarter shopping experiences.

South Koreans are rethinking luxury and secondhand is winning

Netflix has dropped a trailer for ‘Buy Now! The Shopping Conspiracy’, which aims to zero in on the ethical and environmental impacts of overconsumption. As critical spending habits persist following the cost of living crisis, the film taps emerging desires to opt out of harmful consumption cycles.

Netflix documentary taps anti-consumerist sentiments

Uncertain economic conditions are causing inflation to hike up insurance costs and premiums. In response, Aussie consumers want tech-informed policies and products aligned with the current financial situation. What does this mean? Accessible and affordable coverage.

Why Australians want insurance to reflect their real-life needs

Car buyers in Germany are showing muted demand for electric cars as the cost and quality of EVs fail to meet their needs. Countries recognise the need for an urgent transition towards a greener future, but balancing the competing needs of people and brands is an uphill battle.

Fewer German car buyers are opting for electric vehicles

What do people want from alcohol at a time when sober-curious lifestyles are becoming the norm? Why are people turning to hyperlocal culinary experiences? How are third spaces and immersive experiences evolving within the sector? Which sustainable solutions are catching people’s attention?

Eating and Drinking Sector Snapshot: October 2024

The Ordinary has introduced a 'choose a price' system for its Daily Set, offering full-price and discount options. This empathetic, trust-based model aims to make skincare accessible, foster community care, and acknowledge financial realities, contrasting with typical pricing systems.

The Ordinary allows skintellectuals to pick their price

Viral shopping hauls on social media are fueling a £7 billion surge in clothing returns, with "serial returners" accounting for a quarter of UK online returns. Retailers are implementing return fees and exploring innovative solutions to balance customer satisfaction with profitability.

TikTok shopping hauls are fuelling high return rates 

TikTok is fast turning into an online shopping destination, and it’s reshaping the way we shop as a result. No industry has been more affected by this online retail revolution than the beauty business. How has ‘shoppertainment’ sent sales of make-up, skincare and hair care soaring?

How TikTok Shop is revolutionising UK beauty e-commerce

Tanishq has perfected the dance between tradition and modernity with its jewellery. From Diwali-exclusive collections to evolving its appeal, India’s favourite jeweller remains a festival staple – even as gold prices rise and tastes change. How does Tanishq keep its Diwali shine?

How Tanishq makes gold traditions glitter during Diwali

Indonesia’s huge working-age population means it has plenty of economic opportunities. But people nationwide also face rising living costs, changing religious and cultural beliefs, and an online culture that exacerbates FOMO. This Cultural Snapshot delves into what Indonesians value in 2024.

A Cultural Snapshot of Indonesia: 2024

Apple’s fall from the top spot in China’s smartphone market is being attributed to economic difficulties, the introduction of comparable tech from domestic brands like Huawei, and a desire for local products. This combination portends a challenge for other premium international brands in the market.

Demand for local brands hurts Apple sales in China

DC GO! is 'a new frontier of webcomics' designed for mobile devices, providing fans with reformatted old stories and original content. Brands are adapting their offerings as people’s media consumption habits shift away from traditional avenues, and this move recognizes the popularity of webcomics.

DC gives on-the-go readers mobile-formatted comics

Major luxury brands are reporting losses and facing challenging times as shoppers around the world hold back on their spending. Understanding the changing needs of aspirational and wealthy shoppers across different markets will be key for brands to weather this slowdown.

Global spending slowdown hits UK luxury brands hard

Research shows that over half of London-based workers earning less than a 'real living wage' have had to turn to food banks in 2023/24. As the UK's economy begins to recover, wide disparities across economic groups are persisting, leaving many in need of additional support.

Lowest paid Londoners are turning to food banks 

Nespresso Professional has launched a coffee capsule in the Origins range that captures the diverse flavours of the Indonesian archipelago. Coffee drinkers are increasingly mindful of ethical and sustainable practices from producers, seeking benefits for the environment and local communities. 

Nespresso adds Indonesia to its premium Origins range

To help mitigate food waste, the free app Saveful empowers Aussies to turn their leftover pantry ingredients into tasty dishes without sacrificing taste. The brand’s initiatives encourage creativity and personalisation in the kitchen amid the persisting cost of living and food insecurity crises.

How Saveful inspires mindful home cooks to combat waste

Art Basel Paris, opening on October 16th at the Grand Palais, is launching its first-ever branded fragrance, Œillet Pourpre, in collaboration with Parisian perfume house Guerlain. Luxury and cultural experiences are becoming more entangled as brands look to reach a wider audience.

Guerlain x Art Basel Paris combines arts and fragrance

Fintech start-up Fizz has revamped its money app, which empowers US students to manage their money with confidence. While there’s no shortage of finance apps aimed at Gen Z, it’s zeroing in on college students’ unique financial mindsets and challenges to achieve meaningful personalization.

Fizz helps college students achieve financial wellness

How are people future-proofing their employment? What kind of support do parents need to prepare Gen Alpha for their career journeys? How is anti-work sentiment shaping better office environments? And what do employees want from gender equity measures?

Careers Sector Snapshot: October 2024

The last decade has seen an explosion of fintech companies in Africa attempting to bank the unbanked but none have been as successful as OPay. How exactly have OPay’s efforts to drive financial inclusion turned it into the country’s biggest fintech success story?

How OPay serves Nigeria’s financially underserved entrepreneurs

Luxury streetwear label Aries has partnered with Premier League club Arsenal on a 26-piece collection that pays homage to their shared birthplace of North London. Here, geography plays a key role in the credibility of the collaboration, but there are other ways to make co-branding appeal to shoppers.

Arsenal x Aries leans on the appeal of shared experience

With the cost of living crisis forcing Aussies to cook and entertain at home more, the kitchen is becoming more like the living room – a central communal area where families and friends come together. But with soaring rents contributing to space constraints, what appliances, design features, and smart solutions are seamlessly blending convenience with style?

What will Aussie kitchens look like in the future?

Australian shoppers are becoming less trusting of Australia’s biggest supermarkets because of fears about misleading pricing practices. The Australian government has announced a further $30 million in funding for the Australian Competition and Consumer Commission (ACCC) to combat this.

Australian trust in big supermarkets wanes

Germans are considering their purchases more carefully as inflation limits their spending power, and they're increasingly buying second-hand clothes.  The combination of budget constraints and environmental concerns is fueling the popularity of charity shops and circular fashion.

Inflation drives Germans to invest in second-hand clothes

Latin American SMEs, key to the region's economy, face limited access to credit and complex regulations but many are leveraging fintech, digital connectivity, and new educational models to drive growth. Can they unlock their full potential and spark a local economic renaissance?

What do Latin American SMEs need to thrive?

Australians’ appetite for holidays is insatiable. And despite a cost of living crisis, many are still willing to pay more for luxury accommodations and new, unique experiences. Many are also looking for multi-generational trips that offer something for the entire family.

What do Aussies want from luxury holidays?

Lox In A Box is a rare pandemic success story, bringing America’s best-loved bread roll to the land Down Under. Today, the neighbourhood mom-and-mom outlet is giving the nation more to love with branded merchandise worth repping and a menu that gets more exciting after hours.

How Lox In A Box built a community of deli lovers

A report found that Diwali shoppers want to make sustainable choices when buying for the holidays. The findings highlight that even on special occasions, people are still looking to shop with their values first, giving brands the opportunity to balance cost and climate consciousness creatively.

Indian shoppers stay eco-conscious for Diwali

Aussies are engaging with loyalty programmes to save money, while also gaining emotional rewards through gamification and a sense of community. As travel priorities shift, loyalty programmes for airlines and hotels provide exclusive experiences and incentives that cater to Aussie individuality.

How Aussies reap emotional value from loyalty programmes

For over 157 years, Arnott’s has been central to snacking Down Under, offering everything from Taylor Swift-inspired Tim Tams to the exclusive Yo-Yos of the south. As Australians embrace more snack-focused eating habits, how is Arnott’s reinforcing its prized place in the nation's pantry?

How Arnott’s defines Aussies' love for snacking moments

The luxury market has taken a hit post-pandemic because of slower tourism and the rising cost of living. In France, this means that Parisian stores are recalibrating their strategies to increase accessibility, showing how a shifting landscape can open new and exciting opportunities.




Parisian stores aim to make luxury accessible again

With budgets stretched and wellness front of mind, the mid-strength and no-and-low beer segments are thriving among drinkers Down Under. As people navigate financial headwinds and explore sober experiences, how can brands in the sector keep up with their evolving tastes?

What do Aussie drinkers want from their beer?

As people’s suncare needs have changed,  established and emerging brands have evolved to keep up. While there are more sun protection offerings than ever before, gaps in the market remain: how can brands fill them and what does achieving and maintaining success in the suncare space look like today?

How suncare is glowing up

As the luxury sector takes a hit, the UK branch of Bulgari announced losses in 2023 due to economic instability and reduced tourism. With financial concerns worsening, trends like #underconsumptioncore and 'affordable luxury' rise, offering leverage for smaller, cheaper, and stylish alternatives.




Smaller brands may emerge as Bulgari UK struggles

The 2024/25 Generational Snapshot of Gen Z looks at this cohort’s yearning for nostalgia and tangible experiences, the shifting nature of wellness towards being a 24/7 pursuit, young people’s evolving demands from the working world, and attitudes towards politics in a polarised landscape.

2024/25 Generational Snapshot of Gen Z

Indian Gen Zers are preparing for an uncertain economic future by changing the way they manage their money. They prioritise value, are more entrepreneurial, and have more open discussions about finances. They want to enjoy life now while securing their future, making careful spending decisions that reflect both prudence and aspiration.

How is India’s Gen Z changing the way they earn and spend money?

Urban Outfitters is launching a college-inspired pop-up at 20 major US colleges. With back-to-school season often causing anxiety for many, brands can help ease the stress by creating personalized and immersive experiences that resonate with students' values, beliefs, and identities.

Urban Outfitters lures Gen Z with back-to-school pop-ups

Gen Yers and Zers in India are building financial independence by establishing various (mostly passive) income streams like investments, content creation, and freelancing. This is their solution to economic uncertainty, but how can brands help them in their quest to gain control over their finances?

How varied income streams give Indians economic certainty

German food-tech startup Freda is gaining momentum, offering premium frozen meals that address people’s desires for convenience and low costs without compromising quality. Brands have an opportunity to balance this expansion with the more symbolic aspects of dining - from community to indulgence.

Freda gains momentum in Germany with premium frozen foods

Searching for the right car can be a stressful, daunting experience. But for overwhelmed drivers in the United Kingdom, Auto Trader is helping them make sense of the car-buying process through trust, transparency, knowledge sharing and convenience with benefits for both people and dealerships.

How Auto Trader helps British drivers buy smarter

South Korean digital payments platform Naver Pay has launched a feature that allows users to raise a digital pet and earn points while doing so. As more Koreans embrace gamified e-commerce, brands are exploring more innovative mechanisms to keep people emotionally engaged.

Naver Pay levels up gamification with virtual pets

As Americans are increasingly traveling longer distances to get to work, transport choices are becoming integral to their lifestyles. Canvas8 spoke to eight people across the US about their habits, challenges and priorities when considering EVs, carpooling, and public transit.

What do Americans want from their transport choices?

While Britons often turn to buses and trains as eco-options, they’re increasingly unhappy about rising costs and unreliable services – especially outside major cities. Canvas8 spoke to seven people across the UK to find out what's dictating their mobility choices.

What do Britons want from their transport choices?

As the economy strengthens and Americans' financial sentiments improve, the 'vibecession' – where people feel pessimistic about money matters – is slowly lifting. But does this increased confidence stem from financial strategies and lifestyle hacks that are frowned upon by wider society?

American money dysmorphia is slowly dissipating  

What do people want from their car purchasing journeys? What are the key initiatives driving inclusion in the sector? How are people hacking transport systems for their immediate needs? Why is the desire for self-expression finding its way into mobility and transport choices?

Getting Around Sector Snapshot: September 2024

As trends come and go at lightning speed, Shein stays ahead by producing ultra-fast, trend-driven products that capture the essence of real-time retail. It has also started offering products in its physical store in Japan, where people look for trendy and affordable items with seamless shopping.

Why Shein blends online convenience and offline retail for Japanese shoppers

Malaysian car brands are launching their own EVs to compete with BYD and Tesla. While local appetites for EVs are growing, promising affordability isn't enough – ensuring that both product and infrastructure are in a good place is also essential when convincing people to switch.

Malaysia bets on local brands to win over EV-curious

What if you could unlock your hotel room, get into a concert, collect loyalty points, and prove your ID just by tapping your phone? It could all soon be possible for the UK’s critical spenders thanks to an announcement in August that Apple is opening up its tap-to-pay tech to third-party developers.

How Apple’s Tap-to-Pay builds spending loyalty for Britons

Fast food giant Pizza Hut is opening stores that offer smaller, cheaper versions of its favourites to attract cost-conscious diners in China. With people cutting back on dining out amid financial uncertainty, fast-food chains are proving to be more affordable and convenient options.

New Pizza Hut concept stores in China help diners save 

Audio manufacturers Bang & Olufsen have released a line of future-proof headphones with modular components designed for easy repair and replacement. As eco-concerns converge with more critical spending habits, perspectives on sustainability are shifting to centre durability and slower consumption

Bang & Olufsen centre durability with modular headphones

Amidst the cost of living crisis, the luxury sector is increasingly collaborating with mass-market brands to reach new audiences. Canvas8 speaks to three academics about their research into ‘masstige’ co-branding and other brand expansion strategies.

You’re partnering with who!? The science of masstige co-branding

As ongoing financial pressures put a squeeze on British nightlife, traditional pubs are growing in popularity among Gen Z. With young people on the hunt for community connection, so-called ‘old man pubs’ are satisfying a demand for more authentic and cost-conscious social experiences.

British Gen Zers are reviving the old man pub

Industry data shows that amid an economic slowdown, Chinese shoppers are increasingly prioritising simplicity and affordability when it comes to mooncake buying. As luxury purchases move away from the conspicuous, people are driving new codes of premiumisation in gifting culture.

Chinese appetites for mooncakes are getting muted

The retailer will be bringing over 1,000 stock-keeping units (SKUs) across 20 premium brands to its e-commerce platform. Appetite for high-end beauty shows no signs of slowing, and brands that are banking on accessibility will need to rethink their premium positioning to maintain allure.

Walmart Marketplace hones in on premium beauty

Down under, Australia is feeling the pinch of the cost of living crisis. While tightening their belts, they’re also manifesting their aspirations online through Pinterest – surpassing half a billion users in 2024. What does this exhibit about what Aussies are looking for in online platforms?

How Pinterest inspires Aussies through lifestyle curation

Fashion rental platform Rent The Runway is at the forefront of this sector’s revival, thanks to an influx of Gen Y and Z intrigue, smart use of AI, and a wildly successful thread of IRL events. So, what can brands learn from this thriving subsector of sustainable fashion?

How Rent The Runway renews fashionistas' eco values

Lifecycle

People are operating with a heightened perception of value