This isn’t just about aesthetics; people want to see their values and lifestyle choices reflected in what they buy. It’s what’s led to the boom in 

 – the butchers and barbers that people go to are being used as a form of self-expression. ‘Craft’, ‘local’, and ‘artisan’ are buzzwords through which people carve out niche identities – whether that’s taking pride in their origins by buying locally brewed beer or expressing their values by choosing a sustainable butcher. Even make-up now says as much about a person’s beliefs as it does about their image, with brands like 

 say they’d pay extra for a brand that reflects the image they want to convey about themselves. But in the pursuit of identity affirmation, people are willing to fork over more than their cash; they’re also committing time and effort. 

’s PSNY x Air Jordan 12s saw people compete against other sneakerheads in an app-based scavenger hunt for the privilege of being able to buy the shoe. The purchase process itself was transformed into a form of self-expression. With spending power alone 

, people are getting creative with how they express themselves through their purchases, and brands are helping them do it.

In today’s economy – in which ‘good’ jobs are typically knowledge- or tech-based – many well-educated young Americans are now choosing to pursue traditionally low-status careers. Canvas8 spoke to Richard Ocejo, author of Masters of Craft, to learn why it’s cool to be a butcher or a barber.

Why being a butcher is the coolest job on the block

Whether it’s a fridge, toilet brush or car insurance, there are some things in life that people simply need to buy, but which they dislike spending their hard-earned cash on. How can brands harness design, technology and experiences to make these grudge purchases a little less painful?

Can a grudge purchase ever be exciting?

Telfar is giving Canal Street counterfeit vendors authentic Telfar bags to sell at reduced prices to their customers. The disruptive move critiques elitism in high fashion while sparking debate on balancing accessibility, cultural relevance, and long-term brand value in a dupe-driven market.

Telfar gives fake bag dealers authentic products to sell

Pantone’s Color of the Year for 2025 is “Mocha Mousse,” a muted brown in the red-orange family. The colour is meant to evoke a sense of calm and connection to the earth in a world that feels increasingly unstable, and links to our desire for comfort and all-encompassing forms of well-being.

Pantone’s Colour of the Year is simple and comforting

What does excellent retail look like today, and what will it look like in the future? Retail expert Chris Walton delves into the industry’s rapidly evolving landscape, exploring the unstoppable rise of e-commerce, social media and AI, and the wider generational shifts reshaping the sector.

Chris Walton on the future of retail

European grocery shoppers want it all, seeking out physical retail formats that combine convenience with exciting product options, alongside experiential and tech-driven elements as well. With its purpose-led, fresh-produce concept store Oxygène, Franprix is attempting to tick all the boxes.

How Franprix adds fresh life to French grocery shopping

When stretched for time, people tend to prioritise convenience above all else. Tapping into this – and building towards its goal of becoming an all-in-one shopping destination – Amazon has rolled online car sales, enabling people to buy a new car alongside their groceries or seasonal gifts.

Amazon courts convenience-seekers with car sales

Courier company Evri has enlisted inclusive tech provider AccessiBe to optimise its website for people with disabilities. It shows how brands can make a difference by foregrounding the micro-moments that are often taken for granted and enabling a sense of autonomy in people’s product experiences.

Evri makes parcel deliveries more accessible for Britons

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

Standing in line has moved from an inconvenience into a signifier, as people queue for hours at sample sales and pop-ups to socialise and feel part of something exclusive. This shift reflects how younger generations seek community and status through shared experiences rather than just purchases.

Queuing becomes status symbol at fashion sample sales

Louis Vuitton has brought its 2024 holiday campaign to life with a carousel installation at Place Vendome in Paris along with matching AR filters and customisable digital cards. This physical-digital experience aims to foster connections and authenticity while creating an air of celebration.

Louis Vuitton taps experiential holiday shoppers

With its strong preference for tangible, authentic experiences, Gen Z is redefining the shopping landscape. How can brands successfully blend online convenience with engaging in-store interactions, while also staying true to the ethical and sustainable practices that Gen Zers value?

Why Gen Zers are going to the store to do their shopping

2024 was the year of bag charms and collectible toys. Bring those two together and you get Labubu, a cute little monster adults are now obsessively collecting. APAC lead editor Therese Reyes looks into the latest viral craze and what it tells us about affordable luxury in the region.

Editor's Briefing: What the Labubu craze tells us about affordable luxury

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

Shoppers increasingly want to support local businesses, with 85% planning to 'shop small' this holiday season. With walking around town a key source of discovery, retailers should leverage this by crafting engaging window displays and adopting hyperlocal strategies to foster connection and community.

Shopping small elicits need for hyperlocal strategies

Forecast to dominate the sector by 2030, American Gen Yers are the driving force behind the future of luxury online shopping. Yearning for a traditional sense of prestige while still expecting modern innovations, how can brands successfully strike a balance to attract this cohort?

What do US Gen Yers want from luxury online shopping?

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

Brands are transforming TV viewing with shoppable ads, turning passive audiences into active shoppers. By leveraging real-time behavior and cultural moments like the Super Bowl, these spots are helping simplify purchases and successfully tap into desires for instant gratification.

How shoppable ads are transforming TV viewing

In Australia, Valentine’s Day has transformed from a celebration of love between couples into an occasion to cherish friendships. How have evolving cultural norms and pervasive loneliness fuelled this shift? And how can brands engage with the new rituals and moments surrounding the day?

How do Aussies celebrate Valentine’s Day?

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

Guide Dogs NSW/ACT, in collaboration with Keep Left, has launched a pop-up activation called ‘Blackout Friday’ to highlight the challenges faced by people with low vision or blindness when shopping online, emphasising that accessibility is just as much of an issue digitally as it is IRL.

Guide Dogs NSW highlights retail accessibility problems 

The health-focused scanning app Yuka has introduced a feature to bring power to shoppers pushing for changes in the food and beauty industries. This aligns with the high demand for transparency and accountability as people prioritise informed, ethical, and sustainable choices.

Yuka turns shoppers into change agents

Pinterest has launched shoppable celebrity-curated gift guides to simplify the holiday shopping experience while also offering more unique recommendations. Combining a human touch with social algorithms can appeal to people seeking both personalized and authentic suggestions.

Pinterest courts bespoke lovers with celeb gift guides

The Ordinary is countering the chaos of Black Friday with a slower approach to November sales, using striking campaigns to unveil the realities of this harmful phenomenon. The brand’s bold actions embody a growing movement toward mindful, intentional shopping over unnecessary consumerism.

The Ordinary's Black Friday ads target slower shoppers

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 

Prestige beauty brands are standing out as desirable gifts for the holidays, according to a Circana report, especially in homes with Gen Alpha kids. These findings show that shopping habits are still being driven by desires for little luxuries amid economic challenges and social media inspiration.

Gen Alphas use beauty for 'little luxury' holiday gifts

Data from major cities across the US has revealed that shoplifting from physical retailers has increased since 2023. These findings highlight how some people are turning to less-than-desirable means to offset the increasing pressures of economic instability and inflationary price rises.

Shoplifting rises as Americans feel holiday strain

Amazon has launched Rufus, an AI-powered shopping assistant, in beta across Europe. Meeting growing demands for AI in retail experiences, the feature looks to help customers make more informed purchasing decisions, enhancing convenience and efficiency within their shopping journeys.

Amazon AI assistant meets evolving e-shopping desires

Starbucks Korea has announced a new concept store in Seoul that targets university students. Brands are honing in on unique, memorable shopping experiences to win over Gen Z, and they could benefit from a more niche approach to counter oversaturation in the experiential retail landscape.

Starbucks South Korea courts Gen Z with concept store

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

The Four Seasons has introduced luxury pyjamas as part of its Four Seasons at Home line, which honors the brand’s hospitality heritage and offers an entry point for those who can’t afford a hotel stay. The move aligns with a luxury trend towards accessible experiences amid economic constraints.

Four Seasons pyjamas offer an at-home luxury experience

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

John Lewis’s hotly anticipated Christmas ad for 2024 breaks away from the retailer's traditionally whimsical and escapist approach, instead favouring an undeniably human tale of two sisters. This change in tack is a nod to people’s desire for emotional escapism as well as authentic narratives.

John Lewis Christmas ad offers relatable nostalgia

Despite traditionally being the prime time for high street shopping, data suggests that Britons intend to spend more online over the 2024 festive season than in 2023. As social feeds open consumers up to new Christmas shopping options, the art of gifting is taking on new forms.

Rise in online shopping shapes Britons' gifting choices

As social feeds become essential tools for finding Christmas gifts, people are leaning on platforms for inspiration and brand reviews. Consequently, there's a growing imperative for brands to innovate their social communications during this high-stakes season for e-commerce. 

Inspiration for holiday gifting moves to social feeds

At The Benemart, Benefit Cosmetics’ virtual shopping experience, people can shop, game, and socialise simultaneously. Brands continue to offer initiatives that blend the physical and digital world to engage shoppers, while also incorporating gaming elements to appeal to younger generations.

Benefit Cosmetics launches virtual shopping experience

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 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

Indians are increasingly buying luxury products while travelling abroad, according to spending data from Visa. In response, some brands are creating personalised shopping experiences overseas, aligning with the industry-wide shift towards immersive and curated experiences.

Luxury brands court Indian tourists with VIP shopping

From mere hubs of passive consumption, Southeast Asia’s supermalls are now arenas for connection, as well as case studies in innovation. Using the latest technological advancements and storytelling devices, how can brands build the next all-in-one spaces for modern shoppers?

How Southeast Asia’s malls are evolving post-pandemic

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

In an era of declining consumer trust, an increasing number of brands are embracing strategic self-deprecation to help cut through noise. To better understand how a self-aware approach can help win over sceptical audiences, Canvas8 spoke to consumer psychologist, Vaishnavi Kale.

Who, Me?! The science of self-deprecation

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

Teens today view influencing as a viable career path, harnessing viral trends to build substantial followings and earn a salary previous generations could have only dreamed of. However, there's a trade-off as many big names deal with social isolation and scrutiny from peers and followers alike.

Teens seek influencer careers despite potential pitfalls

A record number of Britons say they're excited for the 2024 Christmas ads, according to research conducted ahead of the festive season. These ads offer messages of empathy and connection that resonate amid challenging times, highlighting values that should persist in marketing all year round.

Search for positivity fuels excitement for Xmas ads

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

Americans will soon have a not-so-new pantry staple in the form of Chilean Sea Bass – Goldfish’s temporary rebranding of the 62-year-old cracker’s name. Nostalgia and kidulting ideals continue to be a driving force for people looking to hark back to their simpler childhood days.

Goldfish crackers temporarily renamed to attract adults

How has Fintech changed the way Germans approach money management? How is the rise of spirituality and diverse belief systems changing the religious landscape? And why is marriage on the decline? This Cultural Snapshot of Germany in 2024 explores the key behavioural shifts.

A Cultural Snapshot of Germany: 2024 - 2025

Jacquemus has opened the doors to its first-ever US concept store with a location in New York. The move highlights people's increased appetite for immersive retail experiences that blend hyperlocal connections and unique storytelling to showcase the characters and feelings of various locales.

Jacquemus’ first-ever NY store elicits Parisian pride

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 

To get their hands on the PS5 Pro, Japanese gamers need 30+ gameplay hours, preventing scalpers and prioritizing genuine gamers. This approach combats reselling, engages the core audience, and strengthens brand loyalty while aligning with the growing trend of 'status skills' over 'status symbols'.

Japanese gamers prove skills to obtain Playstation 5 Pro

Amid a loneliness epidemic, finding ways to build meaningful connections is crucial. While social support has typically centred on conversation, emerging research suggests gift-giving could be a key tool to help people feel more connected. How can giving gifts tackle loneliness, and what are the opportunities for brands to tap into?

That’s for me?! The science of gift-giving

Want to understand shifting masculine hero narratives? Struggling to get a grip on how to talk about and depict ‘maleness’? Explore our Deep Dive on masculine archetypes in 2024.

2024 Deep Dive on Masculinity 

As generational assumptions shift, brands have a unique opportunity to connect with Boomers by going beyond stereotypes and generalisations and truly understanding what they want. Our Spotlight explores how can brands help Boomers find more intensity in their Third Chapter.

Spotlight on: Boomers in the new age

Macy's is taking over Herald Square for a holiday market that showcases over 30 New York City-based businesses. Initiatives like this make it easier for people to find personalization and hyper-local experiences while showcasing how brands can invest in collaborations to stand out.

Macy's hosts holiday market with local businesses

Tiffany & Co. has partnered with The Nature Conservancy to protect the oceans. As people become more conscious of brands' environmental impact, those that demonstrate a genuine commitment to ecological causes may appeal to customers seeking meaning through their purchases.

Tiffany & Co. dives into ocean conservation

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

A survey has revealed generational nuances in which Americans are planning to shop in physical stores for the holidays. These findings reflect people's ongoing desire for unique experiences, shedding light on ways brands can creatively engage with audiences beyond digital marketing.

Americans return to in-person holiday shopping

AI is changing the way we shop, but what are the new expectations around immersive retail? Where will personalisation preferences show up in the future? How are digital agents changing the purchasing journey? And what does all of this mean for the holiday season? Explore AI-ready retail insights with our Spotlight.


Spotlight on: AI-ready retail

In Japan, oshikatsu, or passionately supporting a fave celebrity or character, has evolved from a niche subculture into a multigenerational, mainstream phenomenon, driving significant spending and immersive fan experiences. What is fuelling this shift, and how are brands tapping into this trend to engage fans across age groups?

How Japanese superfans go all out for their heroes

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

A computer vision-based tool is set to be rolled out in Amazon delivery vans to facilitate quicker and more accurate retrieval of packages. As AI permeates every industry’s ways of working, companies face pressure to continually innovate to stay ahead of their competition.

Amazon drivers get help from AI to retrieve packages

With many conscious shoppers considering plant-based milk to be more environmentally friendly and ethical than their dairy alternatives, Trewithen Dairy has launched Regen Milk, a semi-skimmed option that uses regenerative farming techniques to maintain soil health and biodiversity.

Trewithen Dairy courts sustainability-conscious shoppers

Gen Zers are looking for in-store experiences that feel like online shopping –​​ instant, personalized, and frictionless – and when their expectations aren’t met, they leave stores empty-handed. Incorporating technology is key to enhancing convenience, speed, and efficiency.

Gen Z want IRL shopping to mirror online experience

Netflix is giving London superfans the chance to purchase memorabilia from popular titles with a one-day-only pop-up store. Leveraging audience desires for more interactive forms of engagement, the move taps a growing interest in high-value collectables among young people.

Netflix pop up taps fandom-fuelled memorabilia hype

Shopping

People buy goods that reflect who they are

Self expression has played a part in spending habits for a long time, but brands are working harder to give people new opportunities to reflect their identity. People now expect to see that same sense of self they found in a new car or a pair of shoes reflected in everything they buy – right down to their statement socks. Even grudge purchases (those things people need, but begrudge buying), like toilet brushes or car insurance, are being repackaged with personality.