People are used to the concept of swiping right for potential partners, and they’re now starting to do the 

. An innate desire for human connection is driving the popularity of platforms such as Bumble BFF and social gatherings like MealTribes, while many dating app users across the globe aren’t sticking by the intended purposes of these services. For example, while Gen Yers in India use Tinder, Woo and TrulyMadly on their path towards matrimony, many Gen Z women are using them simply to make friends.

Constant connectivity enables young people to easily keep in touch with friends – 39% of 18- to 29-year-olds say they’re online almost constantly – but this doesn’t necessarily make interactions with strangers any less of a challenge. For some, it’s easier to engage in solo activities and make friends with others in the same situation. To encourage these connections, singer Rina Sawayama launched the 

 initiative for fans who attended her shows alone, offering free wristbands to identify others in the same situation and inviting them to “say hi so u can hang and maybe make friends.”

Other platforms are nurturing friendships by allowing people to digitally interact through their interests. 

, for instance, gives astrology readings based on NASA star positioning data. Users can add friends to generate compatibility charts that highlight their compatible traits while also letting them keep tabs on the starry state of their nearest and dearest.

Going on holidays, out for meals, and to concerts by oneself has become more socially acceptable, but the heads-down culture created by smartphones can make real-life encounters hard to come by. How is singer Rina Sawayama taking the intimidation out of friend-making for solo gig-goers?

Alone Together: helping solo gig-goers make friends

We’re used to swiping right on potential dates, but what about prospective friends? A proliferation of friendship apps have seen the swiping approach applied to the friendship market, too. Stigma still tinges these apps, but the realities of modern society mean that we may never have needed them more.

What friendship apps reveal about modern friendship

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 

A study found that when looking for green flags on dating apps, more than three-quarters of people say they’re drawn to fellow users with ‘interesting hobbies, interests and pastimes.’ And as people struggle with dating app fatigue, niche hobbies may be a pathway to more organic connection.

Niche hobbies provide an antidote to dating app fatigue

There is growing interest in sustainable travel as people reassess their priorities, but there’s an intention-action gap brought about by a lack of transparency from the tourism industry. Canvas8 spoke to Dr. Christina Chi about how brands can align with their audience’s eco-conscious demands.

Christina Chi on how brands can boost sustainable travel

An exhibition set to open in London invites true crime fans to explore some of history's most famous serial killer cases. While people are seeking greater immersion in the content they consume, concerns are being raised over the ethics of real tragedies as entertainment.  

Serial killer exhibition to open for true-crime fans

Media brand Monocle has partnered with Lagardère Travel Retail to open a store at Frankfurt Airport Terminal 1. With travel stress a hangover of the post-pandemic holiday surge, people are looking for soothing and novel experiences that foster a better end-to-end journey. 



Monocle eyes airport shopping rituals in Frankfurt

The Department of Nike Archives is opening up ahead of a 2025 exhibition. With heritage and limited editions central to how status is consumed and expressed in fashion, the celebration of Nike's cultural impact will resonate with fans looking to immerse themselves in the brand's world.

Nike exhibition offers immersive cultural status to fans

Research has found that social media posts of a destination can make the spot less appealing to other visitors. With digital discovery placing much of the world at our fingertips, exclusivity is harder to attain, and people are looking for choices off the beaten path to signal their individuality.

Destination selfies deter potential visitors

The social enterprise Plate It Forward brings community to the kitchen by providing a safe working space for some of Australia’s marginalised individuals. Dining there means donating a meal to someone in need, touching on Australians’ core values and connecting with them beyond just a transaction.

Why Plate It Forward serves expat cuisine for an Aussie cause

In a stagnating toy market, LEGO has managed to remain relevant in modern times. Enjoyed by both adults and kids alike, the beloved bricks demonstrate how to engage cross-generational fans across multiple platforms through contemporary collaborations and consumer co-creation.

How LEGO engineered enduring appeal in the digital era

Chinese youth are showing renewed interest in traditional culture and spirituality in an attempt to regain a sense of stability. As discussions around death become gradually more open, funeral handcrafts are providing a meaningful way for Gen Zers in China to connect with heritage.

Chinese Gen Z rediscover traditional funeral art

A group of Brooklyn mothers have forged a supportive network at the local skate park, taking a more inclusive approach to the sport. Born of desires to escape responsibility and build community, the grassroots group represents a wider movement to redefine the cultural narrative around motherhood.

Skateboarding offers community for New York moms

For a fourth year, Heinz has pledged support for Black-owned restaurants in the US through its grant program. As people call for more equitable solutions to address diversity issues, brands will be challenged to go beyond virtue-signaling and tackle the systemic causes of disparity.

Heinz renews support for Black restaurateurs in the US

The NFL has kicked off the 2024 season with a campaign that positions football as a force of unity. The campaign shows how DE&I has become baked into the brand’s DNA and looks to demonstrate how narratives of inclusivity can actually help drive resonance in these polarizing times.

NFL ushers in football season with DE&I-focused ad

Stores selling animation and gaming merchandise are gaining popularity among Chinese youth as places to connect with like-minded peers. With fandoms providing a crucial source of community building among Gen Z, ‘Guzi’ stores are generating appeal by creating moments of connection and belonging.

‘Guzi’ stores offer community retail for Chinese youth

Nintendo is launching an immersive exhibition in Japan where fans can experience their favourite games from the company's archive. As attitudes around 'kidulting' evolve, brands can appeal to desires for play and escapism by merging modern technology with nostalgic products or experiences.

Nintendo’s Kyoto museum entices nostalgic gamers

High-end restaurants across the UK are increasingly moving away from tasting menus in favour of more flexible, budget-friendly options to accommodate changing preferences and economic pressures. People are seeking out dining experiences that offer value for money and quality amid cost concerns.

High-end restaurants shift to accessible dining menus

The tourism industry has seen a significant resurgence post-COVID-19, with numerous travellers eager for wine-focused experiences. But in this vast opportunity, how can wineries of any size, from small, family-run ventures to larger operations, truly capitalise on it?

Why is wine tourism booming globally?

China’s ageing population is a concern for its government, but travel companies are excited about the opportunities around older travellers and domestic tourism. Catering to renewed desires for adventure, providers are adjusting their services to tap into a potentially lucrative consumer base.

‘Silver travel’ primed to boost China’s domestic tourism

The Casbah Coffee Club in Liverpool, where The Beatles played their earliest gigs, has been turned into a Beatles-themed Airbnb. The accommodation, run by original drummer Pete Best, gives fans of the band an authentic, immersive experience at a historic venue, speaking to nostalgia and escapism. 

Historic Beatles venue offers fans immersive escapism

Overtourism is driving travel companies to invest in secluded spots for resorts, and sales of private islands have spiked since the end of the pandemic. As travelers turn to more off the beaten track destinations, brands are looking to take advantage of those tired of well-worn vacation spots.

Overtourism is driving a rise in private island vacations

Political polarization, social shifts, and economic pressures are reshaping how Americans celebrate major holidays and personal occasions. Canvas8 spoke to eight people across the country to find out more about how they approach gatherings, hostings and traditions in the shifting world.

How are Americans celebrating special occasions?

As people in the UK continue to grapple with the cost of living crisis, it's having an impact on celebration spending for Christmas, Eid, Diwali and other occasions. Canvas8 spoke to eight people across the country to find out their takes on gift-giving, festive meals and shared entertainment.

How are Britons celebrating special occasions?

Chivas Regal and Arsenal announced a new multi-year partnership ahead of the new football season. With Britons decreasing their alcohol consumption, the whiskey brand is appealing to fans by emphasising the values of community, progressing culture, and celebrating collective success.

Arsenal x Chivas Regal taps into football fan community

Southwest Airlines is teaming up with ten content creators to appeal to Gen Z shoppers on social media. As young people increasingly rely on social media for purchase decisions, they want brands to partner with creators who can authentically represent their products beyond the price tag.

Southwest Airlines sets sights on Gen Z social shoppers

Spending on wellness tourism is soaring as health-conscious individuals splash their cash in the pursuit of longevity. But with advancements in healthcare technology advancing at a rapid pace – incorporating everything from biohacking to hormone tracking – how can hospitality destinations keep up?

How will technology change the future of wellness travel?

A budding online community is forming around cozy gaming – a genre of low-stakes, non-violent video games designed for relaxation. As myriad global crises drive stress levels to new heights, people are retreating into calming hobbies and re-centering their pastimes around community and wellbeing.

Cozy-gaming community spotlights escapist hobbies

The singer’s music video is facing potential legal action for possible damage to the protected dunes of S’Espalmador in Spain. With ongoing shifts in artist-fan relationships, people are expecting their favourite artists to use their platform for social and environmental good.

Katy Perry’s comeback further mired by eco legal action

Axis Bank has joined hands with Visa to launch Primus, a premier credit card for India’s ultra-high-net-worth individuals (UHNWIs). As luxury appetites mature, affluent Indians will expect brands to offer insider, bespoke products and services that centre on one-of-a-kind experiences.

Axis Bank unlocks VIP experiences for India’s UHNWIs

In 2024, Australians will navigate the balance between their deeply held values and economic realities. While their decisions mirror their desire for societal change, the cost of living crisis has shifted priorities. How do these dual realities shape people’s lives and decisions amid trying times?

A Cultural Snapshot of Australia: 2024

The Mid-Autumn Festival's influence stretches globally, touching billions of people of Chinese descent. Specifically, Southeast Asia houses the largest concentration of China's diaspora. What do the region’s localised celebrations of the event look like, and how can brands connect with its citizens?

How have Southeast Asians localised the Mid-Autumn Festival?

The China Film Co. has partnered with a national broadcaster to air the 2024 Paris Olympics in cinemas across the country. As economic pressures force young people into smaller home environments, Gen Zers are embracing the event, viewing opportunity as a much-needed third space.

Chinese Gen Z choose to watch the Olympics in cinemas

Breaking made headlines in its Olympic debut, but perhaps not for the reasons many had hoped. Organisational issues and unconventional moves dominated conversations, highlighting the challenges of establishing cultural relevance – especially during mainstream sporting events.

Breaking fails to land cultural relevance at Olympics

As Gen Zers engage with slower, mindful lifestyles, phillumeny – the art of collecting matchboxes – is increasingly gaining popularity. Driven by a desire for connection and shared memorabilia, people are looking for brands that can bring discovery and adventure to niche interests.

Matchbox mania speaks to Gen Z love of memorabilia 

The city of Madrid has launched a new initiative aimed at reviving public interest in reading. With many people growing fatigued with time spent on social media, brands can harness the power of interactive storytelling and experiential activation to further immerse people in new worlds.

Decline in reading takes book culture outdoors in Madrid

Airbnb has partnered with By Rotation to offer free dress rentals with accommodation for wedding guests abroad. Amid soaring wedding costs, people are increasingly seeking out integrated, eco-friendly solutions that combine travel and fashion needs while reducing expenses.

Airbnb offers outfits to rent for destination weddings

In February 2024, Germany passed legislation that made it easier for people to carry and cultivate a fixed amount of cannabis. How might this partial legalisation affect the way people socialise, and what does the law’s ascent tell us about the nation’s recreational cannabis culture?

How might legal cannabis change socialising in Germany?

Expedia, Wells Fargo and Mastercard have unveiled two new co-branded credit cards offering enhanced benefits for U.S. travelers. As people continue to prioritise experiences over material goods, they're seeking more holistic loyalty programs that integrate seamlessly into their lifestyles.

Expedia travel credit card rewards everyday spenders

The British Show Pony Society has pledged its commitment to support hobby horsing, a rising sport popularised in Finland and gaining traction among the youth. The initiative highlights the power of subcultures in connecting people through shared interests and emphasises the joyful aspects of sports.

Hobby horsing entices Gen Alpha sports buffs

Women's sports are growing in popularity, giving rise to new fandoms and a desire for mainstream sports spaces that cater to the needs of a new cohort of women's sports fans. 'Watch Me!' Sports Bar is one of the few places in the US that focuses specifically on the needs of women sports fans.

'Watch Me!' Women's sports bar appeals to growing fandom

Kunstmusuem Den Haag is inviting people with dementia to a multi-sensory tour so they can experience art alongside their loved ones. People's perceptions of the syndrome are shifting, and the museum's move highlights the power of creativity in forging new bonds and boosting mental stimulation.

Dutch multi-sensory gallery supports people with dementia

Loved Before's stuffed animals will be featured in shops across Essex, with the selection of toys reflecting animals and insects in the area. The partnership shows the brand’s commitment to conservation through circular toy practices while also supporting Gen Alpha's discovery of local nature.

Loved Before enters eco-partnership with Wildlife Trust 

Hope & Sesame has found its footing in Guangzhou and has become one of China’s best. The Dongshankou-set speakeasy’s unique approach to unearthing craft cocktails fostered a global following among alcohol lovers, whose preferences continue to shift toward symbolic beverages and brands.

Why Hope & Sesame crafts liquor journeys in urban China

A wave of Olympic athletes are appearing on TikTok with sponsored fashion hauls courtesy of brands like Nike, Ralph Lauren, and Skims. The videos are courting a new generation of social-first sports fans who have come to view sports fandom within broader entertainment terms.

Influencer Olympians unbox sponsored gear on TikTok

Bangalore’s annual Gender Bender festival is back for its tenth year. A celebration of identities across the gender spectrum, the festival acts as a platform for India’s gender non-conforming creatives and provides a safe space of solidarity and empowerment for members of the LGBTQ+ community.

Gender Bender fest celebrates gender diversity in India

The local government of Minami-Echizen in Fukui, Japan, has launched a manga-themed campaign that illuminates social issues while promoting tourism. As fandom becomes a way of life for Japan's Gen Z, speaking the language of pop culture will be the default mode of engagement for this audience.




Japan town boosts tourism with socially conscious manga

Convenience has become a north star for travel experiences. Tapping into this, GS Retail is rolling out Trip Pass Cards, which will enable tourists in Korea to use one card for a variety of services, from paying at local convenience stores to transport to getting tax refunds at duty-free shops.

GS Retail makes payments easier for tourists in Korea

A national survey has found that the number of UK adults reading regularly is declining, with younger adults finding it especially difficult to pick up a book. With many reporting that time scarcity and overwhelming distractions are to blame, there's a challenge – and opportunity – for slow media.

Digital distraction is driving a decline in UK reading 

Amid a growing backlash against overtourism, CLIA has warned that some cruise ships may have to avoid some of the world’s most famous destinations. As tensions grow between travellers and local inhabitants, there's a need to provide travel experiences that respect the desires of both groups.

Cruise ships face anti-tourism backlash in Europe

Sweaty Betty has refreshed its brand identity to resonate deeply with the ethos of athleisure wear and active brands centred on female empowerment and fitness. Through a new-age feel and focus on realistic marketing campaigns, it’s encouraging women to get comfortable getting active.

Why Sweaty Betty is using creativity to empower fitness

Ahead of the Olympics, Procter & Gamble has opened a beauty and grooming salon in Paris for athletes and their teams. As hair care becomes an integral step in people's everyday beauty routines, brands have the opportunity to create inclusive solutions for diverse hair needs and identities.

P&G caters to Olympic athletes with diverse beauty salon

As inflation keeps people mindful of their budgets, parents are struggling to take kids on holidays during summer vacation. To help kids have a memorable school break, Cadbury Flake – forever associated with summer fun – has launched an initiative to take families to the seaside for free.

Cadbury Flake helps kids make the most of summer break

Athleisure brand Asics is looking to challenge weight loss trends on social media with a new campaign. Centring on body positivity, the campaign emphasises real people’s stories. In doing so, the brand hopes to highlight the positive impact of fitness in a non-toxic way.

ASICS campaign highlights shift in attitudes to fitness

Wu Yanni is China’s top-ranked 100-metre hurdler, but she’s equally known for her sparkly makeup and outspoken interviews. Despite being in the constant limelight, she has earned both praise and controversy among brands and netizens, especially Chinese women who turn to her for beauty inspiration.

How Wu Yanni influences the track of Chinese sports fans

Indian families are dipping into their savings and taking loans to maintain their lifestyle while the youth are finding it tough to get jobs. What do these economic changes mean for the festival where spending traditionally peaks, and how will they reshape the experience of Diwali celebrations?

Economic challenges are changing India’s Diwali festival

Christmas in China is a secular holiday, focusing on entertainment and colourful décor over gift exchanges and religious carols. Moreover, it has become a time for socialising and romance among young Chinese people, presenting opportunities for luxury brands to connect with holiday revellers.

What does Christmas look like in China?

Aruba has introduced a tourist fee to enhance sustainability and control overtourism. This initiative reflects a broader effort by the luxury resort to balance the economic benefits of tourism with the preservation of natural and cultural heritage for future generations.

Aruba ramps up response to overtourism with new tax 

The Ritz-Carlton Maldives has appointed a sustainability advocate. The move is part of the resort's broader strategy to integrate sustainability into its operations, reflecting a commitment to environmental responsibility and enhancing guest experiences through sustainable luxury​.

Ritz-Carlton Maldives combats cynicism with eco advocate

Francis Ford Coppola has opened the doors to the All-Movie Hotel in Georgia, a space for visitors and filmmakers with on-site production facilities. The venture taps into growing desires for immersive, identity-led travel and luxury experiences driven by niche, insider communities.

Francis Ford Coppola opens movie-themed hotel in Georgia

Fangirls are redefining femininity and emerging as a powerful economic force. From Taylor Swift’s Eras Tour to Barbiecore, they’re driving significant spending, shaping cultural trends, and fostering vibrant communities. How can brands authentically engage with this influential audience?

How fangirls became an economic force

Run clubs are gaining popularity in Australia as a milder way to socialise, fostering connections and friendships better than conventional events. This trend reflects a cultural shift, blending fitness enthusiasm with a solution to digital isolation and fulfilling the need for genuine social bonds.

Run clubs are the new dating apps for Australians

Copenhagen is offering free cultural experiences such as museum tours and art workshops to visitors who take part in climate-friendly activities or choose green transport options. The initiative is part of a broader push towards establishing more sustainable tourism practices in European cities.

Copenhagen trials rewards for sustainable travel

Casa Yuma Hotel in Mexico elevates sustainable luxury hospitality with interiors and architecture crafted entirely from local, natural materials. As demand for authentic local experiences in luxury travel grows, eco-projects like these attract environmentally conscious HNWIs.

Mexican eco-luxe hotel champions native materials

According to new research, high-income holidaymakers in the APAC region are increasingly planning their vacations around culinary destinations, pointing to a shift in priorities for HNWIs. As travelers grow to demand unique experiences, culinary tourism is becoming a major driver for luxury travel.

Culinary tourism is growing in APAC

The geography of jobs is changing, and although it’s not yet clear how things will shake out in the long term, digital nomadism is on the rise – though the stereotype of the White surfer bro coding at the beach is long outdated. So, who are today’s digital nomads and what are their challenges?

How digital nomads are shattering the status quo

Gen Zers are increasingly swapping weekends of hedonism for calmer (and cheaper) alternatives. As anxiety levels rise among young Britons and the lingering effects of the cost of living crisis tighten budgets, how can brands across food, drink, and leisure connect with this quiet cohort?

Why are Gen Zers staying in?

Travel and Leisure

People are finding offline friends with online tools

Lifestyle factors such as starting a family and frequent job-switching make friendships hard to maintain as we get older. Generally, people add contacts to their social spheres up until the age of 25, at which point their list of friends starts to shrink. As a result, the average American claims they can only trust ten to 20 people.

https://cdn.sanity.io/files/1mk9ifx4/production/6721acdd59887658e15afa89db1100d234d8143e.pdf