 isn’t necessarily new, social media platforms have enabled outrage to spread with such pace that even the most 

 of CSR initiatives, people are using their digital voices to challenge brands on the issues that matter, banking on social media’s ability to propel conversations on to the public agenda. This outspokenness is especially pronounced among the young; 

 in the UK would call out a company on social media if it went against their social values (compared to just 7% of older people), as would nearly 

 of a social media storm can be a cause for concern, but there is no straightforward path to security. With people quick to sniff out any sign of inauthenticity, even household names like 

 are not immune to online hostility. And, as Peloton discovered, missteps can come at a high cost. The brand 

 in share value following the viral backlash to its Christmas 2019 campaign.

Still, some important lessons and opportunities have emerged from call-out culture. The angry response to Sonos’ planned obsolescence for certain smart speakers drove home the importance of 

 between brands and their fans – the kind that social media platforms naturally facilitate. Meanwhile, Netflix has cleverly harnessed people power on the platform to boost its cultural relevance, deftly co-opting the ‘

’ meme to prove that its has a finger on the pulse.

The wealth of info available online has made it so businesses can no longer hide behind false displays of virtue. But how do people react when a brand they like steps out of line? Canvas8 surveyed 4,400 Britons and spoke to eight people to learn how they use their voices and wallets stand up for their values.

What causes Britons to break up with brands?

With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.

How call-out culture can make brands more authentic

Fandoms are the new power players. They’re plugged into non-stop gossip account updates, scouring their fave’s feed for minute details and crunching the numbers of chart success and awards show nominations. Dedication like this means fandoms aren’t just following trends; they're shaping them.

How fans direct culture in an age of instant updates

LVMH-owned hospitality chain Belmond has unveiled hour-long videos of its global destinations, providing cinematic alternatives to travel vlogs. Amid rising interest in experiential tourism, brands are wooing eager travellers with out-of-the-box content that shows exciting locales and new perspectives.

Belmond's ambient videos boost slow luxury travel

Meat & Livestock Australia's (MLA) latest lamb ad tackles the pervasive negativity of online culture, urging Aussies to ditch the comments section. With social media continuing to fuel absurd disputes and division, this campaign serves as a timely reminder to prioritise real-life interactions.

Annual Australian lamb mocks online negativity

In line with the state’s plan to reduce its obesity rate, it’s enacting a blanket on advertising for unhealthy food and beverages. As Aussies strive to adopt healthier lifestyles, public institutions and brands are stepping up to support and empower them on their wellness journey.

South Australia backs junk food ad ban on public transit

Social media platforms are reshaping Germany's 2025 election, with right-wing AfD dominating engagement through targeted messaging. This reflects a global trend where populist movements leverage algorithms and platforms to spread political narratives, bypassing traditional media gatekeepers.

Digital polarisation drives AfD German electoral success

Heineken’s new global Dry January campaign highlights the stigma often faced by those choosing non-alcoholic options. With more people reducing alcohol consumption, the campaign serves as inspiration for brands looking to challenge harmful and stereotypical perceptions of drinking culture. 




Heineken breaks teetotal taboos amid Dry January uptick

As faith in business leaders and institutions falls, people are placing more trust in others like them. In this context, customer reviews become a powerful tool for building brand trust. Canvas8 spoke to Monika Rawal to understand the factors influencing people’s responses to product reviews.

Five stars!? The science of rewarding reviews

Looking for a job is stressful, and sometimes, applicants' names can reveal the prejudice of potential employers and cause real harm. A new campaign, #NameTheBias, raises awareness of this issue and encourages brands to align their practices with the values of a more inclusive society.

Crafty ad highlights the name bias many jobseekers face

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

Nottingham College has launched a course to help students who have a phobia of phone calls. The college warns that such fears could have professional consequences, but the rise in 'telephonobia' shows how far young people have shifted toward alt-communication, and makes a case for brands following suit. 

UK college tackles 'telephonobia' among young people  

The rise of “pay-to-flex” services is reshaping how Indians curate their online identities. These services enable them to project an enviable lifestyle by fabricating experiences and adding them to their social media stories, catering to those seeking social media validation – even if it’s based on a lie.

Indians are buying fake Instagram stories for social validation

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

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

Generation Beta, the newest cohort, will be born from 2025 to 2039. Many of them are projected to live until the advent of the 22nd century and experience rapid technological advancements – particularly with AI, which will play a central role in shaping their lives.

Gen Beta predicted to be AI-led in vast tech progression

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

India’s beauty market is evolving rapidly, fuelled by the convenience and discoverability of e-commerce, social media, and quick commerce platforms. As Indian’s embrace premium products and tech tools like virtual try-ons, brands are racing to capture attention, especially in Tier 2 and 3 cities.

How tech and quick commerce are transforming Indian beauty

Recent census data reveals that one in 20 Australians identify as LGBTI+. Despite progress, research highlights discrimination and mental health disparities. Strengthening campaigns and policies to promote equality and well-being for LGBTI+ individuals is crucial for a more inclusive Australia.




Census data reveals LGBTI+ people are key in Aussie society

Social magazine platform Flipboard has introduced a new app, Surf, for people to browse and filter any open social feed on the internet. This app offers people the curation and personalization they're looking for online but also raises the question of exacerbating echo chambers.

Surf enables open web browsing and curated personal feeds

After another polarizing election in the US, women are divided over the incoming Trump administration and their future prospects. How can International Women’s Day 2025 speak to real women’s hopes, fears, and priorities amid cynicism about ‘femwashing’ and corporate commitments to equality?

What women want from IWD in post-Trump America

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

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

Research from the Pew Center found that despite knowing the negative impacts of social media, US teens are still spending the majority of their time online. Brands have an opportunity to take a proactive approach to managing youth internet safety in the face of increased dependency.

Study reveals American teens are nearly always online

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

Instead of leaving milk and cookies out for Santa, Oatly is suggesting that people elevate the Christmas Eve ritual through the use of alternative milk and French patisserie. This light-hearted reimagination of a nostalgic tradition appeals to desires for cosy comfort and wholesomeness.

Oatly challenges nostalgia with updated Santa treat 

The realities of the loneliness epidemic have grown impossible to ignore, with many pointing to digital-first lifestyles as a driving force of social isolation. But could digital connectivity be leveraged for good to help repair human connection? Canvas8 spoke to Brandon C. Bouchillon to find out.

A cure for loneliness?! The science of digital friendships

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

Kleenex and Amazon have joined forces to launch a playful campaign supporting newly single individuals and the century-old heritage brand’s quest to maintain its relevance. The move is reflective of the need for brands to pivot towards empathy-driven branding to maximise their appeal.

Kleenex and Amazon transform tears into strength 

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

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

Hellmann’s activation at Charli XCX’s Birmingham show tapped into the power of cultural alignment. By authentically engaging with brat culture, Hellmann's leveraged shared identity and fandom, avoiding the pitfalls of inauthentic trend-chasing that can dilute brand impact.

Hellmann’s culturally aligns with Charli XCX fans

A Powerade initiative seeks to redefine brand-athlete partnerships by placing importance on holistic wellbeing and the power of breaks. Featuring top athletes, the bold campaign aligns with a cultural shift toward people demanding that brands ‘show up’ with purpose-driven actions.

Powerade cracks 'The Athletes Code' to mental health

Cryptic restaurant reviews on Google Maps in Mandarin are being used to share honest restaurant reviews with native Mandarin speakers when travelling. Using homophones and cultural references, the comments reflect the rise of 'crafty solutionism' as people develop hacks to subvert the system.

Chinese diners are outsmarting online review censorship

Zevia’s seasonal promo taps into the power of authenticity by mocking synthetic reality. In a crowded market, the campaign aims to connect with people seeking trust, transparency, and relatability from brands, offering them an entertaining way to spark timely conversations.

Zevia targets AI fears with natural soda spot

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 

More Indians are tuning into podcasts across genres, including politics, entertainment, popular culture, and mythology, as interest in on-demand content rises. The key to growth in the industry? Better consideration of regional languages and other issues sidelined by popular media.

Why are Indians tuning into podcasts?

How are digital platforms providing practical tools for people to process and navigate global crises? What’s behind the rise of long-form content? Why are people prioritising comfort, joy, and creativity while spending time online? How are the preferences and demands around social media changing?

Communications Sector Snapshot: December 2024

As people reconsider how they engage with social media – whether by abandoning certain platforms or changing how they use them – the networks must adapt. Social media platforms, both traditional and alternative, are trying to redesign what the 'social' really means for people, with authentic and hyper-personal connections at the fore.

(Re)social media

While many struggle with the negative effects of screentime and divisive online environments, people have come to terms with the idea that staying connected is essential – and they’re keen to find more comfortable and positive ways to do so. They’re looking for new gateways to discovery, connection, and creative expression online.

Comfort fix

While it’s short-form video that’s largely shaped modern expectations of content’s speed and delivery, people are becoming more interested in media that allows them to feel anchored. They’re looking for more immersive, long-form content to help them make sense of an uncertain world, find companionship, and enjoy meaningful entertainment.

Long-form learnings

With polarisation, political instability, and world crises emerging as the key themes to process and stay informed about, people want the media they consume to be not only trustworthy but also constructive, useful, and safe to use. New toolkits are emerging to define what people want from their media when navigating a crisis.

Crisis Calls

Cheetos’ latest marketing stunt turns snacks into statements, reinforcing its boundary-pushing image while tapping into people’s cravings for originality and fun. The campaign capitalizes on a cultural shift toward humor-driven marketing that can ultimately translate to brand loyalty.

Cheetos adopts provocative marketing in new art display

WWF has teamed up with an award-winning animation studio to create an emotionally engaging film that raises awareness of the effects of rising ocean temperatures. Disruptive, authentic approaches like this can help brands more effectively convey their environmental messaging to sceptical audiences.

WWF crafts an emotive story to tackle climate change

IKEA has announced an exhibition in London celebrating its iconic blue shopping bag, the FRAKTA, exploring its evolution and personal stories shared by enthusiasts. As people seek new routes to connection, IKEA’s democratic design offers learning opportunities through the cult of everyday items. 

IKEA lures heritage lovers with blue bag exhibit

Stonegate and Heineken UK's 'Pub Alone' campaign aims to create meaningful conversations about holiday loneliness. Inspired by the classic movie Home Alone, it promotes pubs as connection hubs for young people, addressing the growing need for IRL social spaces during the festive season.

Home Alone-inspired ad highlights loneliness epidemic

With so much going on, it’s hard to keep track of endless shifts in relevance and  to make sense of whether something truly is era-defining. Our Best of Insights awards recognises 20 products, people and campaigns that broke through and mattered – and analyses how they did it. 

Who captured the zeitgeist in 2024?

Mobile operator O2 has introduced Daisy, an 'AI-powered grandma' designed to outwit phone fraudsters by engaging them in time-wasting conversations about the likes of knitting and family stories. With phone scams pervasive in Britain, Daisy is O2's approach to beating scammers at their own game.

O2 launches an 'AI grandma' amid phone fraud fears

Coca-Cola’s iconic 'Holidays Are Coming' ad has made its return for 2024, but this time it’s entirely AI-generated. The modern take on a highly anticipated festive classic has faced major backlash from fans – a reaction that hints at the enduring charm and irreplaceable magic of the human touch.

Coca-Cola’s Christmas ad reinforces AI unease

When choosing between AI assistants, Japanese users prioritise transparency and cost over issues like environmental sustainability. As such services become normalised, people's decisions over which to use or avoid will likely be determined by their specific concerns about ethics, values, and data.

Japanese users want transparent AI assistants

Corporate rebrands abound, and audiences are constantly bombarded with new brand launches and a never-ending pile of names to remember. To better understand how brands can strategically use language to their advantage in capturing attention, Canvas8 spoke to marketing researcher Dr. Tanvi Gupta.

The more, the better!? The science of plural brand names

Double A, Thailand's leading paper-maker, is looking to prove the power of paper in the digital age by distributing positive hand-written messages to strangers on their daily commute. The campaign targets digital native Gen Zers, tapping into analogue media’s ability to foster connections.

Double A taps into Gen Z's nostalgia for analogue media

Supper clubs are offering an alternative to the restaurant experience without skimping on quality. In an age defined by digital interactions, some Britons are becoming exhausted by the pervasiveness of screens and are looking for more opportunities to connect IRL over a hearty meal.

How Britons are using supper clubs to beat digital fatigue

According to Nielsen, the 2000s-era TV series Gilmore Girls receives an annual rise in streaming views every autumn. As people seek nostalgia, comfort, and communal celebration, brands have the opportunity to craft campaigns and activations around the show's fall-coded narratives.

Gilmore Girls spotlights enduring cozy fall vibes

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

Washington Post owner Jeff Bezos has defended his newspaper's decision to stop making presidential endorsements, saying the move could help restore public trust in the media. However, the immediate effect has instead been greater divisions and increased skepticism of news outlets.

Washington Post polarizes subs due to endorsement snub

Virgin Atlantic introduces BSL-trained crew, addressing communication concerns for deaf and hard-of-hearing passengers. This allows marginalised travellers to feel supported and gives them autonomy and confidence to navigate a world that is often not the default for individual nuances.

Virgin Atlantic meets deaf needs with BSL-trained crew

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

Emerging technologies are reshaping creative processes, highlighting a tension between digital tools and a growing desire for authentic, human-driven output. Canvas8 spoke to cultural insider Sorrel Salb to explore the current trends and developments that are impacting the creative community.

Sorrel Salb on the impact of tech on the creative community

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

Kraft Heinz is leading with loud chewing for the launch of its frozen quesadillas, getting people's visceral reactions to get them engaged. This campaign highlights how sensorial and memorable experiences may attract people's attention and how brands can make things fun.

Kraft leans into sound for crunchy frozen line

Gamification makes app use a habitual part of daily life, but as people spend more and more time within app ecosystems, the lines between escapism, ease and addiction are beginning to blur. Our Spotlight on gamification asks: how can brands use gamification to create new value and purpose for customers?

Spotlight on: Gamification for good

Glossier has launched a series of billboard and digital ads urging voter registration in key swing states ahead of the US election. As it becomes increasingly difficult for brands to dodge the crossfire of polarization, the campaign makes a case for doubling down on a clear brand purpose.

Glossier reaffirms brand politics in pre-election push

Communications

People are harnessing social media to challenge brands

Social channels have given clued-up consumers the opportunity to vent their frustrations about brands to a wide audience. Through their likes, shares, and retweets, users are accelerating cultural conversations, ensuring that perceived missteps are swiftly called out.

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