Partisan echo chambers still loom large, but video essayist 

 are among those stepping in to explore contentious topics such as 

 from Brown University found that some of the animosity we see in society is not due to irreconcilable political differences but instead depends on the uncertainty people experience in daily life. One way brands can help ease this is by giving people content that doesn’t cater to partisan identities and allows for ideological honesty. YouTube show 

Workers’ unions are experiencing a resurgence in popularity partly because they allow people to fight for their individual rights in the workplace as part of a collective. Two-thirds (

) of Americans now approve of labour unions – the highest level of support in more than half a century – and organisations such as 

 are examples of how this sentiment is manifesting as people embrace group action and look beyond tribalism. 

 activists are employing TikTok as a way to engage young people in union organising, and 

 are highlighting their tough working environments via semi-comedic videos, demonstrating how digital tools can spotlight collective experiences while giving individuals a voice.

Changing economic realities around the world mean that only 

 of people feel that they have benefited personally from a globalised economy. Tensions around globalisation and belonging have given rise to new forms of nationalism that foreground group identity, in turn leading to uniquely 21st-century phenomena like right-wing coffee brands (

campaign to recruit people to administer COVID-19 vaccines. The idea of a global community has been warped and severely tested by the pandemic, but reappraisals of what 

 really means for most people indicate how globalism, localism, cosmopolitanism, collectivism, and individualism are all 

Natalie Wynn, aka ContraPoints, is a Gen Y YouTuber, political provocateuse, and video-essayist who tackles cancel culture and alt-right with theatrical esthetic, dark humor, and philosophy. Her videos are aimed at politically curious audiences seeking to move beyond partisan echo chambers.

ContraPoints: progressive queen of YouTube

The changing nature of work, combined with precarity caused by COVID-19, is igniting an interest in a neglected model of worker-led leadership: unionization. Secretly Group Union is blazing a trail by championing the rights of the collective to safeguard jobs in the creative industries.

Secretly Group Union: next-gen employee-led action

Lowriding has a rich history in the United States but is a sector traditionally dominated by men, with women often relegated to being passengers or handling admin roles in lowriding car clubs. But Latine women are shaking up lowrider culture, establishing their presence at the forefront of the scene.

Who are the new female Latine lowriders?

Queer raves are on the rise in Vietnam. A country that once denounced homosexuality is now welcoming a new generation with a drastically different perception towards the LGBTQ+ community. What started this trend? And what does this mean for those wanting to step into the scene?

Why queer raves are dominating Vietnam’s nightlife

In London’s Islington borough, Loom Club is encouraging people to reconnect with their neighbours in shared social, wellness, and co-working spaces under one roof. Tapping into people’s desire for closer connections, the club aims to combat social isolation felt in urban environments.

Loom Club taps Londoners’ desire for close community

‘Go organic, go local’ is on the minds of Aussies as country folk and city slickers have embraced urban farming, transforming their backyards into productive gardens. Can urbanising agriculture offer a sustainable solution as global populations rise and natural disasters shadow like a dark cloud?

Why are Aussies growing their own food?

Brands and retailers are showing notably muted celebrations for Pride Month 2024 compared to the year before, leading to some criticism over 'false activism.' In a divided political climate, brands are focusing on community activations and support rather than conspicuous campaigns.

Brands have muted Pride Month campaigns in 2024

UN Women’s Child Wedding Cards campaign has won the Health Grand Prix for Good at Cannes. Aiming to inspire lawmakers in Pakistan to move the minimum age of marriage to 18, the organisation leans into radical transparency and emotive imagery to demand change from policymakers.

UN Women's Child Wedding Cards make waves at Cannes

India's PM Narendra Modi won a third term, but his party lost an outright majority. Luxury spending rises, but the class divide grows. Tech innovations loom but also spread misinformation. Why? This Cultural Snapshot uses local stats to explore behavioural norms shared by people in India in 2024.

A Cultural Snapshot of India: 2024

From death cafés and podcasts to end-of-life training and bereavement communities, the late 2010s and early 2020s have seen a surge in online and offline platforms, tools, and outlets for addressing our mortality. How does this reflect the changing practices around collective and individual grief?

Why outlets for grief are on the rise

In the lead-up to the 2024 election, Latine leaders are stepping into the spotlight, using their platforms to address pressing issues and reshape political narratives. As younger generations increasingly engage with politics through social media, how can brands amplify Latine voices in the US?

How are Latine leaders shaping the 2024 US election? 

Many brands ride the ‘guochao’ wave, but few genuinely desire to give justice to China’s illustrious past. Homegrown jewellery house Qeelin shows how it’s done through collections inspired by folk heritage, curated retail experiences, and rare, culturally relevant, and universally appealing pieces.

How Qeelin crafts lasting folk luxury for China’s youths

Frankfurter Allgemeine Zeitung has taken home the Industry Craft Grand Prix at Cannes for its 100th edition featuring holocaust survivor Margot Friedländer at the Holocaust Memorial in Berlin. As harrowing crises play out globally, people are looking for empathy and integrity.

German newspaper wins a Grand Prix for emotive campaign

Dutch telecoms company KPN – in partnership with Dentsu Creative Amsterdam – has won the Creative Strategy Grand Prix at Cannes. The company has achieved widespread success in educating young people on the harm that the online sharing of intimate photos can enact on people’s lives.

KPN wins at Cannes with 'A Piece of Me' campaign

Queenie is an eight-part miniseries created by Candice Carty-Williams, which takes a closer look at the life and experiences of a British Jamaican protagonist. This comes when people increasingly want to see diverse and authentic perspectives represented in mainstream media.

‘Queenie’ reflects demand for inclusive stories

While online dating is now a well-established way of finding partners, heterosexual men are struggling with the gamified nature of apps and the narrow vision of masculinity they perpetuate. Canvas8 spoke to Dr. Treena Orchard about how brands can champion more beneficial dating experiences for men.

Treena Orchard on masculinity and online dating

Coca-Cola has won the Print and Publishing Grand Prix at Cannes Lions for its ‘Recycle Me’ campaign. As sustainability firmly plants itself in mainstream consciousness, using images of the brand's logo crushed in various ways, the ad encourages a global effort to make recycling a daily habit.

Coca-Cola’s bid to encourage recycling wins at Cannes

Pedigree has won both a Gold Lion and the Outdoor Lions Grand Prix at Cannes Lions for ‘Adoptable’. As people call for an end to purpose washing, the ad lays out a commitment to ensuring – with the help of AI – that all of their campaigns from here forward are purpose-driven.

Pedigree's purpose-driven campaign wins big at Cannes Lions

Amid a broader shift to the right across Europe, the social media-savvy leader of France’s National Rally is finding favour among young voters. As new forms of political messaging emerge, young people are further entrenched in polarisation and increasingly drawn to anti-establishment voices.

Jordan Bardella lends a new face to the French far-right

Saatchi & Saatchi is showing young Britons that voting isn't boring – it's sexy. Based on research showing that young British people think voters are more attractive and intelligent than non-voters, the campaign makes a compelling case for involvement in the upcoming general election.

Voting is 'hot af' in Saatchi ad aimed at Gen Z Britons

China’s ‘national wave’ has reached the shore, ready to sail to distant lands. Local athleisure brand Anta is part of the leading pack, outperforming global players like Adidas and Nike. As Gen Zers drive nationalism, local brands and culture are being revitalised for the rest of the world.

How Anta paces with Chinese Gen Zers’ sporty lifestyles

India's streetwear scene is heating up, with homegrown champions fighting hard for space alongside established cult legends from the West. Additionally, post-pandemic comfort clothing is now blending with Gen Z’s fondness for the, if you know, you know (IYKYK) culture to make a potent fashion mix.

What’s driving Gen Z Indians towards streetwear culture?

In summer 2024, Glastonbury will introduce a new stage, Terminal 1, to celebrate migration and freedom of movement for everyone. As populations become increasingly polarised, there's an opportunity for brands to use their platforms as a springboard for action against collective injustices.

Glastonbury's Terminal 1 aims to celebrate migration

As the US education system strains under the weight of stretched educators, stressed parents and struggling kids, ed-tech companies are launching more bespoke learning resources. Can PowerSchool’s new AI assistant really help ease the pressure on everyone involved?

How PowerSchool uses AI for stress-free online learning

E45's campaign celebrates the unique skin changes that trans individuals experience. The ad features trans women's skincare routines, emphasises the bathroom as a safe space, promotes skin comfort and acceptance, and highlights the need for supportive products for transgender people.

E45 helps transgender women feel comfortable in their skin

American singer Kehlani has released a music video for their new single 'Next 2 U', in which they express unmistakable support for Palestinians. As societal challenges intensify, people are demanding decisive social action from the celebrities and brands they follow.

Kehlani shows support for Palestine in music video

Conservative political commentator Candace Owens has been growing in popularity due to her ‘going against the grain’ nature, which is appealing to many Black Gen Zers in the US. But she’s also part of a wider shift in American values and voting amid tough financial times and geopolitical tensions.

How Candace Owens reshapes conservatism for US Gen Zers

Pride events are multiplying in numbers across the UK, with more specific events and gatherings catering to subsections of the LGBTQIA+ community. What’s behind the rise of these decentralised events? And how can brands connect with hyper-local queer communities authentically?

Why are people seeking decentralised LGBTQ+ events?

Spotify chief Daniel Ek has sparked controversy for his remarks on the cost of content creation. In line with a wider shift in labour dynamics and deepening concerns about the fate of human creativity, the response speaks to a growing intolerance of inequities within the creative industries.

Spotify controversy highlights evolving labour dynamics

After suffering a personal tragedy, two friends founded the mental health charity 20Talk to destigmatise conversations about depression and anxiety, especially for Australian Gen Yers and Zers. Its mission to be ‘relatable’ reveals a deeper purpose that engages young Australians online and IRL.

Why 20Talk enables Aussies to discuss mental health

Luckin’s rapid rise has overshadowed giants like Starbucks. The coffee chain’s reign was cemented in 2023 when it opened 8,000 new stores. Its popularity comes from its high-profile collaborations and social media chic, but will it hold its own against a neo-coffee culture in China?

How Luckin became a staple for China’s coffee lovers

As nationalistic pride soars in China, along with more disposable income, aspiration, and a need for novelty, people are hyper-tuned into traditional romantic festivals like 520 Day and the shopping that comes with it. International luxury brands want in, but can they compete with domestic ones?

What is 520 Day, and why do Chinese shoppers love to spend for it?

‘Camden’ is a four-part Disney+ docu-series that explores the history of the local borough as told by artists and tastemakers. It comes at a time when people want to feel seen and represented in mainstream media and seek brands that authentically engage with local insiders.

'Camden' doc spotlights London’s thriving music culture

Major protests have broken out across beaches in Palma, Majorca, as citizens protest mass tourism. The events highlight the ongoing divide around tourism affecting many countries, presenting an opportunity for governments to address growing tensions by working with local partners and initiatives.

Protests in Majorca highlight deepening tourism divides

In a nod to its brand legacy, Levi’s has reproduced the oldest pair of jeans in its archive for a limited run. The move taps into a growing desire to opt out of fleeting micro-trends and a shift in focus toward circular fashion, emphasising longevity and value over novelty.

Levi’s honour brand heritage with classic jeans remake

A study found that Hollywood films lack stories and characters acknowledging, let alone addressing, climate change. As people become more conscious of their individual impact on the climate, there is a rising need for storytelling to reflect the world as it is in an effort to make a difference.

Hollywood films aren't discussing climate crisis enough

Citizens of India’s affluent class are hungry for real estate, and this demand is driving up the need for homeware brands to satisfy new local tastes. While international brands like Pottery Barn have been quick to snap up the opportunity to move East, it’s local designers who rule this market.

Why HNW Indians choose local homeware for their affluent homes

Data from Airbnb reveals that Gen Z is driving an uptick in queer travel – with a 300% surge in bookings by the young cohort. There is an opportunity for brands to meet the diverse needs and interests of the LGBTQ+ community by looking beyond rainbow washing and catering to their diverse needs.

Gen Zers drive an international queer travel spike

United24 and LEGO creators are raffling five building sets of Ukrainian landmarks to raise funds to rebuild a school in Ukraine and preserve memories of landmarks damaged during the war. People are leveraging their hobbies and interests as a way of expressing their beliefs and ethics.

LEGO creators show their support for Ukraine

Tea’Stone has captured the hearts and tastebuds of China’s Gen Z, injecting fresh energy into a heritage category. With an authentic, craft-led approach that reinterprets tradition with innovative flair, the brand shows what third spaces and slow living can look like for China’s youth.

How Tea’Stone brews a third space for Chinese tea lovers

India’s newfound love for speciality coffee is brewing a new era of beverage preferences among local caffeine lovers, driving market trends and redefining cafe enthusiasts’ tastes. This shift presents new opportunities for brands looking to innovate in a rapidly growing market.

What’s fuelling Indians’ newfound obsession with coffee?

A poll has found that young Americans are deeply unhappy with the state of the country's leadership and political system. As institutional trust continues to decline steeply, young people, especially, are making their voices heard and transforming political conversations through their dissent.

Young Americans are despairing over politics

In the run-up to the UK general election, party leaders on both sides of the political spectrum have begun campaigning via TikTok. As Gen Z’s trust in traditional media wanes, understanding the way young people engage with politics online is an increasingly important strategy for winning their vote.

UK leaders embrace TikTok to reach Gen Z voters

Duolingo India ventures into fashion by partnering with Digitas India on a creative campaign. Known as a leading language learning app, Duolingo aimed to reach a broader audience through collaboration, which showcases that language learning can be as trendy and exciting as the latest fashion styles.

How Duolingo debuts true localisation on the Indian runway

While fewer people around the world are going to cinemas to catch the latest film releases, moviegoing is booming in China. This shift comes with higher box office numbers, growing appreciation for local cinema, and a decline in Hollywood’s decades-long foothold in the international market.

How Chinese moviegoers created a booming box office

Women’s sport – and game-changing moments from female athletes – is on the rise. As viewership increases, women-led groups want safe spaces to support their favourite competitors. How are communities diversifying sport audiences and how can brands tap into the desire for harmonising activities?

How are female fans diversifying sports spaces?

Korean skincare brand Innisfree is known for its commitment to clean beauty and natural ingredients. While it’s been a longtime champion of sustainability, its recent greenwashing scandal sparked conversations about brands’ commitments to eco-friendly practices and how genuine they are.

Why Innisfree’s rebrand led to debates on green K-beauty

India's booming youth demographic is propelling a surge in demand for homegrown beauty products, emphasising transparency and a fusion of age-old rituals with modern science. This marks a significant departure from the previous generation’s reliance on home remedies and global brands.

Why are young Indians leaning into homegrown beauty?

A group of kids from Ireland have gone viral thanks to their energetic rap video. The reactions to the song have overwhelmingly mentioned the joyfulness it brings, highlighting a growing need for small moments of happiness as people try to traverse today’s challenging climate.

Young Irish rappers’ music video brings joy to many

China’s local fast-fashion brands are flourishing and outperforming international competitors thanks to a rising preference for homegrown products. From respect and transparency to immersive experiences, what notes can other labels take to win over the powerhouse that is the Chinese shopper?

Why are Chinese shoppers progressing to homegrown fast fashion?

Parle-G is a quintessential icon of nostalgia in India’s FMCG industry. Evolving from its colonial roots to become the world’s best-selling biscuit, it confidently rides the wave of change and virality by appealing to traditional and lasting Indian values and the unwavering love for snacking.

Why Parle-G’s biscuits grow alongside decades of Indian values

Elon Musk has officially made ‘cisgender’ a slur on X, contributing to several changes to the platform that have made it an unsafe environment for transgender users. As prejudice against the trans community grows in the real world, a lack of digital safety only heightens anti-trans rhetoric.

Elon Musk officially makes 'cisgender' a slur on X

The 2024 Generational Snapshot of Gen Alpha in the APAC region looks into how the youngest generation values accelerated satisfaction, the role of representation and corporate responsibility in technological innovations, and finding solace in virtual worlds through gaming.

2024 APAC Gen Alpha Snapshot

A California bill aiming to place age restrictions on anti-aging products has failed to move forward. As Gen Alphas delve into the world of skincare, they're being exposed to damaging products that should be reserved for adults – making protective action urgent and imperative for beauty brands.

California fails to implement skincare age restrictions 

AT&T’s short film Route to Connection features the stories of three Americans who struggle with limited internet connectivity. The documentary is part of a bigger campaign to shed light on and address the rapidly widening digital divide in the US – and how damaging that divide can be.

AT&T spotlights the US digital divide in short film

With screen-based and sedentary lifestyles seeing many people lose touch with the natural world, the iNaturalist app hopes to plug the connection gap. It utilizes a gamified, social network-style format to encourage natural discovery and inspire a fresh generation of citizen scientists.

How iNaturalist provides a gateway to the natural world

Target will be limiting the availability of its 2024 Pride Month collection following conservative blowback last year. As polarization around LGBTQ+ discourse deepens, people are increasingly losing tolerance for brand neutrality and inconsistent approaches to allyship.

Target receives criticism for scaling back Pride Month

Anime-style gaming – what was once meant to appeal to a subculture of people during the pandemic has since exploded into the mainstream, redefining the whole gaming industry. With a myriad of companies already in line to ride this great wave – how significant will this shift be?

Inside the global phenomenon of anime-style gaming

Coachtopia is an offshoot of the luxury fashion brand Coach, aiming to redefine luxury fashion’s relationship with the planet. Coach’s APAC expansion targets young shoppers through circular fashion, collaborative creativity, and localisation, positioning the brand as a pioneer in sustainable luxury.

Why Coachtopia harnesses eco-luxury for APAC fashionistas

Vietnamese fashion is making international waves on TikTok and on the runway. No longer just a manufacturing hub, the country’s local brands are now going global for trendy designs. What started this trend, and what does this mean for other brands wanting to go beyond local borders?

How Vietnamese fashion won over local and international trendsetters

An online movement is aiming to deplatform celebrities and influencers who remain silent on the ongoing humanitarian crisis in Gaza. With global political and social tensions rising, people are turning away from those who don't represent their worldviews and towards smaller, like-minded communities.

Pro-Palestinian netizens launch #Blockout movement

Once obscure to the public, early 2024 saw the P-pop girl group BINI catapulted into fame, reaching 5.7 million monthly listeners on Spotify and becoming the country’s most streamed artists. How did BINI reach this level of celebrity so quickly, and what does it say about local roots and virality?

How BINI’s timely rise to online fame set P-pop on fire

Long before the ‘hot girl’ movement propelled reading into the mainstream consciousness, China was already a country filled with bibliophiles. Today, its bookstores are fulfilling a new role, serving as community hubs and brand opportunities to strengthen customer loyalty.

How China’s bookstores are evolving experiential retail

In 2024, Hungry Jack’s announced a series of food offerings and brand collaborations that delighted its customers. This initiative, combined with its Aussie-centric branding and irreverent humour, helps the company stand out among other Quick Service Restaurants (QSRs).

Why Hungry Jack’s revives iconic foods for nostalgic Aussies

‘Barstool conservative bros’ and their adjacent media are challenging existing right-wing cultural narratives. What should brands know about this heterodox group that many see as the future of the Republican Party? And how might intra-conservative conflict impact American consumer culture?

Who are the Barstool conservatives?

Digital streaming in India is experiencing explosive growth, offering brands a golden ticket to navigating the country's ever-evolving landscape. Listeners are tuning in not only from cities but also from rural and semi-urban areas, and this broadening base is bringing autonomy to music consumption.

What you need to know about India’s music streaming boom

In anticipation of the Olympics, Parisian hospitality businesses are making concerted efforts to overcome the negative perception of being unwelcoming. Given the significant impact of enjoyable dining experiences on tourism, maintaining courtesy in upholding a nation's reputation could prove vital.

Hospitality reforms to change Paris' negative reputation

Citizenship

Collectivism and the desire for belonging still hold strong, but in today’s personalised world, cultish group identities risk clashing with people’s self-perceptions. From unionisation to shopping locally, our community and personal identities are often sitting side by side, and brands can help ease tensions by creating spaces that allow for both to coexist.

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