One issue adding to the problem is a growing sense of disconnect from local communities. Physical spaces for communities have become increasingly scarce, with 

 disappearing between 2007 and 2015. This increasing sense of solitude sees many longing for communal entertainment experiences like gigs, art events, and cinema trips.

Outdoor cinema screenings in the UK have seen 

 triple thanks to a desire for “old-fashioned communal viewing experiences.” In the gaming world, the success of the Nintendo Switch shows that 

the demand for sociable gaming is increasing

. Indeed, 41% of gamers will play with their friends and 21% will do so their family members, with the most frequent gamers spending an average of five hours a week playing with others in person.

This desire to be with others is also driving the resurgence of 

 centred around participation and inclusivity. By encouraging allowing people to have their say on how activities are managed, these venues are fostering a sense of collective ownership and responsibility in their locales. These spaces are also becoming less one-dimensional by 

adapting and taking on a ‘chameleon’ persona

 – a more versatile approach that helps make them accessible to a larger and more diverse group of people. That may be by serving as a cafe-bar during the day and offering live music or club events in the afternoon and evening.

Tablet-based Nintendo Switch console allows players to switch from playing on their TV or monitor to taking the game on the road. By blending high-definition console gaming with the portability of mobile games, Nintendo caters to people who want sophisticated and social mobile gameplay.

Nintendo Switch: high-definition games on the go

The widespread closure of small- and medium-sized concert halls across the UK has left the grassroots music industry in a critical condition – but DIY, community-led spaces are leading a fightback. How are they adapting their offerings to get punters through the door and keep the lights on?

How communities are saving grassroots music venues

German Doner Kebab (GDK), a premium kebab chain from Glasgow, Scotland, has launched its first-ever US marketing campaign, developed by creative agency Quality Meats. The provocative campaign, aimed at Gen Z, aims to introduce Americans to the German Doner Kebab with meme-worthy irreverence.

GDK courts curious US Gen Z with humorous kebab campaign

TikTok has revolutionized the world of candy buying, by driving sales of the ultimate impulse purchase through sensory videos, viral trends, and a unique ‘shoppertainment’ retail environment that blends entertainment with e-commerce.

How TikTok is changing the world of candy shopping

China’s mobile gaming culture is thriving, with players embracing everything from fantasy RPGs to casual minigames. Beyond entertainment, gaming has become a social lifeline, but concerns over addiction loom large. Developers are responding with innovation and features promoting mindful play.

How mobile games help Chinese gamers build connections

Tyler, The Creator has evolved from provocateur to Grammy-winning artist and cultural icon by building a brand universe that thrives on immersive experiences and genuine connection. How does his multi-platform creativity continue to set him apart in a crowded entertainment landscape?

How Tyler, The Creator builds immersive, fan-centric worlds

Black Myth: Wukong is more than a game; it’s a deep dive into Chinese mythology that has captivated players worldwide. By blending ancient stories, rich cultural elements, and innovative gameplay, it creates a distinct experience that engages and immerses players.

Why Black Myth: Wukong’s legend spans myths and fandoms

English Premier League football club Tottenham Hotspur has announced a new partnership with Paris Baguette to enhance its fans' match day experiences. People want holistic experiences like this so they can combine their interests and discover something new.

Spurs x Paris Baguette tap experience-driven sports fans

Football is undoubtedly one of the most popular sports worldwide, yet many neurodiverse people can’t truly enjoy it. To address this, Brazil’s football clubs are pioneering the push to make the game more accessible for autistic fans by creating spaces to address sensory overload within their stadiums.



Brazil elevates stadium experience for autistic fans

Meta has ended its fact-checking program in favour of a community-based system like X’s, marking a major shift in social media moderation. The change reflects broader industry tensions between combatting misinformation and preserving free expression.

Meta opts for community note approach in censorship row

Australians are embracing hyperlocal podcasts that spotlight their communities, offering intimate storytelling and connection in a way mass media can’t. Reflecting demands for authenticity and relatability in media, these shows reveal how Aussies find neighbourly belonging through shared stories.

How Australians are finding community in hyperlocal podcasts

Young Americans are moving away from wine, challenging its long-held cultural dominance. Viewing alcohol as unhealthy and opting for sophisticated alternatives is a cultural shift that reflects changing attitudes toward drinking and indulgence. Can the wine industry adapt to these evolving preferences?

Why wine isn't winning over young Americans

The Nosferatu remake has triggered a viral meme wave, with audiences putting a tongue-in-cheek spin on the film’s unexpected raunchiness. Humour and surprise in unlikely places are driving collective engagement as audiences interact with and reinterpret cultural narratives through contemporary lenses.

#NosferatuTok sees audiences controlling the narrative

Nike CEO Elliot Hill is refocusing the sportswear giant to obsess over sports and get back to winning ways after a tough year for the brand. Its new strategy aligns with growing audience preference for brands that live up to their expectations and values.

Nike feeds purpose-focused buyers in sports-themed return

Fandoms are gathering offline, with IRL events creating connection and combating loneliness amid global uncertainty. From look-alike contests to immersive experiences, fans crave belonging, purpose, and escapism, and brands are tapping into shared passions to foster community and cultural engagement.

Why fandoms are gathering offline in search of connection

Netflix has released a trailer for Meghan Markle’s new cooking show, With Love, Meghan. Critics have labeled it as pretentious, igniting a broader debate about the elitism within the lifestyle content genre, the culture of wellness, and resurgent tradwife aesthetics.

Meghan Markle’s new show sparks elitism backlash

Lamborghini has launched a smart TV app that offers fans and viewers immersive and exclusive content from the brand’s world. As automotive brands find ways to resonate with new buyers, brands can leverage behind-the-scenes storytelling and insider content to sustain interest beyond social hype.

Lamborghini TV appeals to desires for insider content

Americans are redefining patriotism, moving away from traditional symbols toward values like inclusivity, progress, and freedom. But how are these shifting views shaping their national identity and pride? Canvas8 spoke to six people across the country to find out.

What does being American mean today?

Mumbai's Museum of Solutions (MuSo) blends fun and learning for kids with interactive exhibits and hands-on experiences. Catering to a screen-obsessed generation with limited outdoor play space, it sparks creativity and curiosity beyond traditional education – appealing to both kids and ‘kidults’.

How MuSo's IRL activities instil creativity in Gen Alphas

Some UK teachers are using audiobooks to help them teach GCSE English, sparking controversy. As teachers turn to audiobooks to manage their workloads or enhance lessons, critics warn of over-reliance on technology, arguing it harms literacy and teacher-pupil engagement.






Audiobooks for GCSE English spark tech-in-class debate

The Literature Translation Institute of Korea is establishing a state-run graduate school dedicated to literary translation. With growing interest in global literature, support for human translators can help bring works to an international audience, making cultural exchange more accessible. 




South Korean institute supports translators' careers

As people cling to fandoms as a primary source of escapism, blockbuster films and series are fueling global interest in niche cultural artefacts. Squid Game 2 has brought about what’s been dubbed the ‘gonggi craze’ - a fascination with traditional Korean games - reflecting a desire for cultural immersion.

Squid Game 2 sparks global interest in Korean games

Fans of global anime sensation Demon Slayer: Kimetsu no Yaiba can immerse themselves in an exhibition highlighting hashira, the high-ranking swordsmen of the Demon Slayer Corps. Experiences such as these offer fans a new way of interacting with their fandom as they await new shows to binge. 

Demon Slayer exhibition connects fans to characters

The US whiskey market is increasingly powered by Gen Yers and Zers. This new generation of whiskey drinkers comes with new preferences and priorities, including an increased focus on women distillers, a penchant for surprising and sustainable flavors, and an affinity for whiskey as a social drink.

Who are the new whiskey drinkers?

Teens are getting a head start on their careers as influencers by selling clothes and acquiring brand partners. As definitions of work fluctuate and young people seek lifestyles on their terms, they're finding autonomy by leveraging their backgrounds as digital natives.

Teens become creators with early brand sponsorships

Amid increased prejudice and hate crimes against the LGBTQ community, the US is witnessing a national resurgence of queer bookshops. As people seek community in increasingly polarized and threatening conditions, IRL minority safe spaces like these are gaining salience.

US sees a revival of queer bookshops 

A ‘lesbian renaissance’ is taking place in every corner of pop culture, introducing a fresh wave of authentic stories revolving around same-sex love away from the male gaze. By embracing diversity and countering stereotypes, brands can help ensure this wave of representation leads to lasting change.

How are sapphic narratives in pop culture evolving?

Reebok is re-entering the world of basketball through a multi-year partnership with the WNBA. The move reflects its broader commitment to women’s sports and equitable solutions at a time when people are increasingly viewing sports fandom through the lens of inclusivity and shared values.

Reebok invests in women's sports with WNBA deal

From Sold on SLC to Million Dollar Listing, reality TV has us hooked on the drama of buying, selling, and transforming luxury homes. These shows dominate our screens, captivating viewers of all ages and sparking the question: why are we so obsessed with real-estate reality TV?

Why the obsession with real-estate reality TV?

Working with women-focused Betches Media, the NFL is trying to grow its audience base with game-day events and other activities. The popularity of women's sports is on the rise, and women continue to be very vocal fans. This move highlights how brands are trying to get involved before it's too late.

NFL partnership aims to boost female viewership

An investigation has found that Spotify’s ‘Perfect Fit Content’ program is replacing popular music with cheap generic music from ghost artists, reigniting concerns about what technological innovation means for creativity and livelihoods. How can brands meet people’s need for tech that augments them?

Spotify PFC raises concerns about artists’ livelihoods

Natural basketball skills, self-belief, avid Gen Z fans, and a ton of brand deals have propelled Angel Reese into cult celebrity status. At a time when the WNBA is thriving, the Chicago Sky rookie surpasses the top of her game while using her fame and personal life to inspire and empower fans.

How Angel Reese advances the real nuances of sports fandom

For Gen Zers, the Super Bowl is as much an online event as an IRL or televised one. This cohort craves next-level digital experiences that complement the game, from virtual hosting parties to Roblox fan trivia games. So, how can brands prepare their strategies for 2025’s event so they stand out?

What do Gen Z Americans want from the Super Bowl?

TCL is embracing AI-generated content through its TCL+ streaming service, offering "free premium originals" with targeted ads. By leveraging AI for cost-effective production, TCL seeks to disrupt the streaming industry by exploring AI while Hollywood studios hesitate due to potential backlash.




TCL disrupts industry with AI-driven films

The Federal Trade Commission has ruled that ticketing agencies must disclose all fees upfront, including junk fees. With people increasingly feeling priced out of their experiential desires, brands have the opportunity to introduce transparent and fair practices that make fans feel supported.

FTC signals need for new industry-wide ticketing standards

Podcasts have become companions for busy Australians, blending entertainment, education, and connection. From comedy to news and true crime, the medium thrives on multitasking audiences. With such engaged listeners, how can brands tap into this growing phenomenon to build meaningful connections?

Why are Aussies the world’s most avid podcast listeners?

Snapchat is overhauling its creator monetisation system, discontinuing the Spotlight Rewards Program in favour of a new unified approach. This change comes as Snapchat aims to boost engagement by shifting to longer content, mirroring similar updates made by rivals like TikTok.

Snapchat's monetisation revamp encourages longer content

Broadway star and trans rights advocate Dylan Mulvaney is launching a new virtual LGBTQ+ book club. Amid increased media censorship, marginalized groups are seeking spaces that break through institutional silencing and enable access to literature that’s being pushed into the shadows.

LGBTQ+ book club challenges media censorship in the US

Surrealist content is mutating across digital platforms, tapping into a shared sense of social isolation and esoteric humor. Niche culture is now, ironically, mass-market – showing just how much Gen Zers want to escape their algorithms. So how can brands help them consume something unexpected?

Gen Zers are enthralled by absurdist media

Hellmann's has debuted Unilever's first island on Fortnite, where players can compete in food-themed games in a fun and unique phygital experience. With food and drink integral to how people express themselves, brands can expand the meaning of mealtimes by leveraging gamification and play.

Hellmann's turns to gamification to enhance mealtimes

In an era dominated by AI, social media filters, and tweakments, body horror aesthetics are challenging traditional beauty norms and exploring the tension between humanity and technology. By embracing imperfection, distortion, and the macabre, this movement redefines self-expression for a new generation.

Body horror aesthetics are so hot right now

Bluesky, a decentralized alternative to X (formerly known as Twitter), has seen a surge in user growth since August 2024. As concern mounts about the divisive nature of digital culture, a growing sense of disillusionment with legacy platforms is driving users towards alt-tech channels.

Bluesky growth hints at shifting social media landscape

WPP and Universal Music Group have teamed up to empower brands with tools to stay ahead of cultural trends while unlocking new commercial opportunities for artists. Central to this is the use of generative AI as a tool to enhance meaningful brand-artist and artist-listener engagement.

WPP and UMG use AI to enhance the artist experience

Having won the Grand Prix at the 77th Cannes Film Festival, writer-director Payal Kapadia’s debut narrative feature has continued to make waves in India and abroad. The film spotlights emotive portrayals of womanhood and female friendship, fulfilling a desire for empathic storytelling.

All We Imagine As Light includes Indian heroines on film

Saint Laurent has channelled the resurgence of reading and cultural nostalgia in a holiday campaign inspired by Proust’s In Search of Lost Time. Featuring John Waters, Charlotte Gainsbourg, and Addison Rae, the spot taps into a renewed appetite for intellectual pursuits and cultural cachet.

YSL leverages cultural currency in holiday campaign

While progress has in no way been swift, sports video games are slowly but surely evolving to platform female athletes. As interest grows in women’s sports and fans increasingly seek interaction beyond viewership, there is a need for greater visibility across identities.

Sports video games get an inclusive revamp

TikTok celebrity and 'hawk tuah girl' Haliey Welch launched Hawkcoin amid a wave of memecoins. The cryptocurrency launch received lots of hype but quickly failed, with Welch now facing accusations of exploitation – but her story reflects a growing acceptance of self-monetization online.

Viral 'hawk tuah' girl faces backlash from crypto-fail

Online stores are selling 'Free Luigi' t-shirts, mugs, tote bags, and other items in support of the suspected healthcare CEO killer. Amid systemic injustices and rising distrust in institutions, Americans are increasingly sympathizing with those challenging the status quo, even controversially.

'Free Luigi' merch spotlights admiration for anti-heroes

A24 is relaunching its membership program with incentives for members to attend the opening weekends of new films. People are showcasing insider status through their fandoms, and they want brands to deepen connections by creating multiple touchpoints to drive belonging and exclusivity.

A24 acknowledges super-fandom with membership reboot

Google has announced the top trending queries entered into its namesake search engine in 2024, with sports and politics leading the way. With media outlets competing for people’s scarce attention, sensationalism thrives – but brands can stand out by pairing trending topics with authentic messaging.

Google's Year in Search shows power of sensationalism

Video games have evolved into a dynamic medium for self-expression and community-building, particularly for marginalised players seeking representation. With customisable avatars and immersive environments, gaming offers a unique platform for individuals to explore their identities.

How video games are redefining identity

Alex Cooper's Unwell Hydration drink has drawn mixed reactions, with fans praising her ambition but questioning its authenticity. The backlash highlights how audiences are growing skeptical of celebrity-endorsed products perceived as opportunistic or detached from genuine values.

Alex Cooper's drink ignites celeb endorsement skepticism

In a bid to provide better media services across Australia, SBS On Demand has pledged to expand its rollout of audio descriptions and improved website functionality. Through this initiative, the network aims to support the accessibility needs of Aussies amid calls for tangible representation.

SBS boosts accessibility across Aussie programming slate

Cinema chain Cinépolis has launched a ‘Junior Theater’ for kids, offering a space specifically designed to cater to their developmental needs. The move highlights a growing acknowledgment of children’s unique needs in public domains, paving the way for more empathetic societal design.

Kid-friendly cinema offers a third space for Gen Alphas

Touch2See, a tablet with a vibrating magnetic disk mimicking live game action, has debuted in Italy. Assisting sports fans with visual impairments, the device demonstrates how technological innovations can help marginalised groups feel more involved in mainstream culture.

Touch2See allows blind football fans to feel the game

South Koreans are bringing K-pop to impeachment protests in the wake of President Yoon Suk-yeol’s martial law declaration. Fandoms are looking for outlets for autonomous expression that don’t always align neatly with corporate intentions, and brands might have to get comfortable with that.

Young Koreans turn protests into mass K-pop concerts

Fantasy cricket platform Dream11 enjoys consistent loyalty among its more than 200 million users in India, fuelled by AI to bridge gameplay and real-world strategising. Its strategic partnerships with sports icons, while offering real winnings to gamers, turn aspiring spectators into active gamers.

How Dream11 fulfils the IRL fantasies of Indian gamers

Ahead of the release of the second season of Squid Game, Netflix has teamed up with Duolingo to inspire fans to learn Korean. This campaign highlights the value of brands creating unique, immersive experiences that deeply connect with fans and transport them into multi-dimensional worlds.

Netflix deepens cultural immersion with Duolingo tie-up

The rise of #FilmTok has sparked a substantial shift in how young people engage with movies – both new and old. As a result, studios are catching up and attempting to incorporate the platform’s communities into their marketing strategies. But what’s the secret to success in this fast-moving space?

What’s behind the rise of #FilmTok?

Amy Adams stars in Nightbitch as a woman who, overwhelmed by the challenges of motherhood, believes she's transforming into a dog. As pop culture increasingly embraces darker, transgressive portrayals of motherhood, brands have the opportunity to adopt raw, unapologetic representations of maternity.

Nightbitch explores the feral side of motherhood

A Nielsen Sports report has revealed that Formula One is the world’s most popular annual sporting series, with its fanbase having grown to over 750 million people. With many routes in for fans who aren’t avid or die-hard supporters, F1 has become an example for sports looking to reach new audiences.

Off-track action key to Formula One’s growing fandom

TNT Sports will broadcast the knockout stages of the Emirates NBA Cup in the style of a video game. The move reflects the shifting appetites among sports viewers. While the lack of interactivity may make the broadcast feel gimmicky, the format speaks to the media interests of younger fans.

TNT Sports introduces video game-style live broadcasts

Despite the culture-defining impact of TikTok, people in the UK are increasingly drawn to long-form content. Attracted by the comfort of parasocial bonds, they also seek perspectives that feel more authentic than mainstream media. Canvas8 spoke to eight Britons to find out what keeps their attention.

Why are Britons hooked on long-form content?

Long-form content is reshaping how Americans engage with media, driven by a desire for deeper connections, escapist comfort, and self-directed learning. Canvas8 spoke to six Americans to discover how such media and comms reflect a shift toward more meaningful consumption.

Why are Americans hooked on long-form content?

Futehodo, the shortened name of a TV show about generational differences, was crowned Japan’s most popular buzzword for 2024. The result of the annual contest highlights a widening societal gap – and the opportunity to cultivate greater connections between different age groups. 

Japan’s 2024 buzzword highlights generational divide 

Boredom is rising, according to new research. Even though people are less bored now than they have been historically, the shift towards feeling bored is notable. For brands, there's an opportunity to surprise people with cultural experiences that ignite excitement and counter algorithm-led sameness.

Research on boredom highlights need for spontaneity

Louis Vuitton celebrated its first anniversary on Discord with an immersive game for its online community. As people are drawn to playfulness and fun from luxury brands, there’s an opportunity to deepen loyalty by appealing to niche digital communities for connection and belonging.

Louis Vuitton deepens connection through video games

Media and Entertainment

People are finding joy in shared entertainment

‘Netflix and chill’, Deliveroo and affordable VR have all contributed to the ‘cocooning’ phenomenon of spending quality time alone at home. Yet while this might be comforting and easy, solo surfing and binge-watching by oneself can be rather isolating – something experienced by the Gen Yers and Zers who are at the centre of Britain’s loneliness epidemic.

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