As remote working becomes the new norm, many people are looking to escape dense urban hubs and are setting their sights on 

. This is especially true of younger generations, who are choosing warmer, more affordable places. According to research carried out in April 2020, 

 of urban residents in the US say the pandemic made them consider moving to less crowded locales. And with 

 of Americans wanting to try out a new city before buying a home there, Airbnb is offering opportunities to ‘test’ towns before committing to a decision. Yet while young families may be flocking to rural areas, older generations are instead taking an interest in city centres, with 

aiming to build 3,000 retirement homes in British cities in the coming years.

Once known as ‘generation rent’, Gen Yers are increasingly stepping into the home-buying market, and their comfort with 

 is impacting their engagement with the industry. In fact, 59% of Yers claim they’d be somewhat confident making an offer on a home that they’d only toured virtually. As a result, 3D tours and digital floor plans are fast becoming the norm. 

 is adapting to this shift by personalising people’s feeds with potential homes and digital bookings. And 

 is simplifying the process of building custom homes by giving users the ability to connect with a vetted network of construction professionals.

Buying a home is no small financial feat, and many of those entering the property market are searching for extra support and flexibility. For many young people looking to take a step on to the ladder, 

are proving a vital source of extra financial backing. Indeed, in Australia, 

 of parents are considering gifting or lending their children money to help them buy a house. For renters, meanwhile, digital tools are stepping in to make the payment process more seamless. For instance, the 

 app allows people to create a schedule that works for their personal circumstances so they can keep track of rent payments and not miss any deadlines.

Casa Blanca is an app aiming to bring the real estate market into the 21st century. Boasting more in common with Tinder than a traditional brokerage firm, it provides users with personalized feeds of potential homes and digital bookings, making a usually stressful process far more palatable.

Casa Blanca: Tinder for Gen Y house hunters

As a result of the pandemic, the travel industry is introducing new ways for people to travel and feel safe. Airbnb implemented 100 changes in May 2021 to adapt its platform to fit customers who are tethered by work but still want to travel to new places and stay for longer once there.

Airbnb: taking charge of the flexible future

Brazilian cosmetics brand O Boticário’s Christmas ad encourages open conversations among families about care costs and responsibilities. As more generations opt to live together due to the cost of living crisis, brands can go beyond empathetic messaging to offer tangible support for carers.

O Boticário’s ad unites families burdened by care costs 

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

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 

2024 represented a crucial and deeply divisive year in American politics. As family members across political camps come together over the festive period, a vast majority of adults are seeking to avoid political talks altogether, risking both emotional wellbeing and engagement with difference.

US adults avoiding political discussions over Christmas

InterContinental Hotels Group is enhancing its multigenerational travel offering to boost growth for its luxury portfolio. As high-net-worth travelers prioritize vacations as a collective experience with their loved ones, they’ll expect brands to craft holidays that have something for everyone.

IHG embraces multigenerational holidays in luxury travel

American high schools are seeing ‘healthy masculinity’ clubs crop up as young men search for safe spaces to challenge stereotypes. In the face of growing gender divides, groups like these illustrate how people are taking proactive steps to care for their personal and communal identities.

Masculinity clubs at US schools offer community support

British Gen Z home-buyers prioritise living near pubs, valuing them as hubs for community and emotional connection. The preference signals a broader desire for belonging as younger generations seek homes that integrate social and emotional wellbeing alongside functionality.

UK Gen Z home-buyers prefer properties close to a pub

Timeleft blends dating and friendship, using ambiguous marketing to encourage spontaneous connections. The app addresses rising loneliness, particularly among Japan's Gen Z, by fostering diverse encounters through casual group dinners – reflecting a behavioural shift toward non-romantic connections.

Timeleft app connects strangers over dinner

A recent study links rising income inequality to online dating, where users increasingly select partners within their socioeconomic strata. Financial compatibility has become a key priority for daters, reflecting how love and money are now more intertwined in shaping modern relationship dynamics.

Study finds online dating is deepening income inequality

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

How do Aussies celebrate Valentine’s Day?

Society’s definition of masculinity is ever-changing. But as progressive interpretations of manhood spread, some people are moving to protect what they see as an important traditional identity. Canvas8 spoke to Toms Kreicbergs to understand the responses to brands’ depictions of masculinity.

Man up! The science of masculinity in advertising

The number of single women and female couples having fertility treatment in the UK has risen over the past decade. With family structures evolving and becoming more diverse, people are seeking greater access and choice – but barriers remain for those who fall out of 'traditional' norms. 

More single women and female couples are utilising IVF

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

Korean luxury hospitality group Josun Hotels & Resorts has launched a store to expand its online presence via its distinctive food and lifestyle products. With people searching for accessible indulgences, premium hotel-branded products can bring luxury escapism into homes.

Josun Hotels & Resorts launches online lifestyle store

Disney's 2024 holiday ad, directed by Taika Waititi, showcases the magical friendship between a boy and an octopus. Emphasising emotional resonance, it joins other Christmas spots offering joyful escapism and genuine connection amid difficult times, reflecting a growing desire for heartwarming ads.

Disney's Xmas ad spotlights joyful, escapist fairy tale

Loneliness is sadly common among new parents, especially mothers. As social apps emerge to combat the issue by providing supportive communities and peer-to-peer guidance, how can brands tap into the trend authentically and appeal to a new digital-native generation of mums?

How social apps help mums find friendship and community

Amid a birth rate crisis driven by economic strain, China has launched a 'marriage school' in Changsha promoting parenting. However, it's faced backlash for pushing outdated gender roles, which, together with high parenting costs, are leading many women to shun marriage and pursue child-free lives.

Backlash to Chinese marriage expo sparks gender debate

CareYaya aims to connect those searching for caregivers with students in healthcare to create a mutual system of affordable care and learning experiences. The platform facilitates people demand for tech-based networks of support as they look to balance high costs of living.

CareYaya matches students to elders seeking care

Camden County's NOS program uses peer support to aid prison leavers, reducing recidivism and supporting successful reintegration. Recognizing the limitations of top-down strategies, it prioritizes the experiences of formerly incarcerated individuals – something often lacking in traditional programs.

Peer-led program supports prisoners rejoining society

With rents skyrocketing in major cities worldwide, committing to shared accommodation can feel like a decision not to be approached lightly. Tapping into this, SpareRoom is launching a 'Speed Flatmating' experience in London to help people meet and befriend potential flatmates over a pint.

SpareRoom helps Londoners find the right flatmate

China's 'home bars' are thriving, with these intimate gatherings in private homes offering a cozy alternative to traditional nightlife. As people seek casual socialising and meaningful connections, such personalised experiences can foster community and counter high loneliness rates.

Home bars provide a sense of community in China

Testosterone replacement therapy (TRT) is surging in popularity among young men in the US. Amid desires for an idealized version of manhood – characterized by high energy, strong libido, and a muscular physique – young men are hoping hormone therapy will be the key to unlocking their potential.

Young men are optimizing their bodies with testosterone

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

Goldfish crackers temporarily renamed to attract adults

AI role-playing app Character.AI is facing a lawsuit after a teen user’s suicide. While chatbots could offer a solution to loneliness, they pose serious dangers in replacing human relationships, necessitating robust safeguards from tech companies to protect vulnerable users.

Character.AI lawsuit highlights risks of AI chatbots

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

A Cultural Snapshot of Germany: 2024 - 2025

'Living alone vlogs' on Xiaohongshu celebrate singlehood as a fulfilling lifestyle that emphasises economic independence and self-care. As Chinese citizens' priorities shift, more young adults are choosing to remain unmarried, reflecting women's societal roles beyond traditional expectations.

Women celebrate the joys of solo living on Xiaohongshu

Asda has partnered with Colgate to provide free dental kits to schools in some of the most deprived areas of the UK, providing support to kids who face barriers to accessing dental care. It's an example of how brands are taking greater action to tackle health inequities in underserved communities. 

Asda and Colgate promote dental health in schools

Despite media narratives suggesting widespread dating app fatigue, these platforms remain popular and are unlikely to be abandoned by users. Canvas8 spoke to Dr. Rachel Katz about innovative ways brands in this space can engage users through unexpected experiences and tailored solutions.

Dr. Rachel Katz on the future of dating apps

The surging property prices coupled with the meagre supply of rental units has left many people without a stable roof over their heads. An Australian  report suggests that this could be tackled by making use of millions of houses and rooms that currently sit empty across the country.



Empty rooms may solve Aussie’s housing crisis

With the cost of living crisis forcing Aussies to cook and entertain at home more, the kitchen is becoming more like the living room – a central communal area where families and friends come together. But with soaring rents contributing to space constraints, what appliances, design features, and smart solutions are seamlessly blending convenience with style?

What will Aussie kitchens look like in the future?

Single-child households and "Very Important Babies" are on the rise in South Korea. Their parents are keen for their offspring to keep up appearances at school and out and about, with must-have luxury items fast becoming signifiers of not just individual prosperity but successful parenting.

Child luxury: a new status for parenting in South Korea

Japanese employees have met a push to introduce a four-day workweek with scepticism due to the high social pressure Japanese feel toward work. However, attitudes might be changing with younger generations, and there’s an opportunity for brands to tap into this shift.

Japanese employees are sceptical of four-day workweek

Chinese people are hiring emotional support companions for hikes, highlighting a larger cultural trend of addressing loneliness through paid companionship. As the loneliness epidemic continues to impact daily life, people are seeking revitalised and supportive ways to socialise.

Chinese hikers are paying climbing buddies for support

REPLAY merges waste material, creativity, and play to promote sustainability by engaging participants in the creative process of construction and reuse. The initiative explores the relationship between people and space and demonstrates how materials can be innovatively recycled and up-cycled.

REPLAY taps sustainability with creative initiative 

A new study reveals a persistent gender pay gap in the UK's architecture sector. As people demand greater equality and inclusivity in the workplace, businesses and brands can address the root causes of this disparity by collaborating with supportive collectives and groups to change systems from within.

Gender pay gap in UK remains high among architects

Lab 54, a UK group, brings pro-level parties to homes for free. They provide sound, lighting, and DJs, transforming homes into vibrant venues. This reflects a shift in nightlife culture as young people seek affordable, intimate alternatives to clubs amid economic pressures and venue closures.

Lab54 house parties revitalise London's dance scene

Research conducted by nutrition and health app Lifesum reveals a staggering gap in menstrual health support in the workplace. People are increasingly prioritising holistic wellbeing and workplace equality, and the demand for comprehensive menstrual health support is growing.

Lifesum reveals gaps in workplace menstrual support 

The novelty of online dating appears to have peaked, with disillusioned singles turning to alternatives like run clubs, speed dating, and game nights. In Australia, young singles are prioritising mental health and personal values, signs of a broader shift in how they are approaching settling down.

Swiped-out Aussies seek alternatives to online dating

Lemay's sustainable chalet prototype showcases eco-friendly design, using reusable materials and harmonising with its surroundings. As demand for green living grows, the project highlights how architecture can meet environmental challenges and offer a blueprint for future sustainable housing.

Canadian chalet design taps eco-friendly living 

Perrier-Jouët has planted a biodiverse installation in its Champagne vineyard to elevate flora and fauna. Amid eco-claim fatigue, the project underscores the importance of scientific observation in regenerative agriculture and highlights how design can facilitate meaningful ecological conversations.

Perrier-Jouët enhances local biodiversity with art

The Mid-Autumn Festival has sparked a surge in local tourism, shopping, and dining in China. The holiday provides an opportunity to spend time with family, travel, and participate in rich traditions as people look to celebrate their heritage against a backdrop of rising national and cultural pride.

Mid-Autumn Festival sparks spending around celebrations

Audible has partnered with sex therapist Chantelle Otten to create an immersive dining experience that encourages conversations around sexual wellness. As food-based aesthetics continue to dictate marketing cool, there’s an opportunity to unlock meaningful indulgence for experience-hungry Aussies.

Audible podcast brings sex therapy to the dining table

While Gen Alpha has witnessed their parents interact and address global issues, they instead are looking to prioritise local and personal matters. Therefore, younger kids are looking to brands to support the challenges facing their communities instead of broader global problems.

Gen Alpha are prioritising local concerns over global

South Korean digital payments platform Naver Pay has launched a feature that allows users to raise a digital pet and earn points while doing so. As more Koreans embrace gamified e-commerce, brands are exploring more innovative mechanisms to keep people emotionally engaged.

Naver Pay levels up gamification with virtual pets

For the first time, sales of pet carriers have surpassed those of baby strollers in South Korea, highlighting the country's low fertility rate and evolving perspectives on gender roles, parenting, and family priorities, as more Koreans choose to invest in pets over children.

Pet strollers outsell baby strollers in South Korea

Meet Grok, the face of AI-powered toy company Curio. The rocket-shaped plushie, voiced by musician Grimes, is designed to have “endless conversations” with kids. But what does the toy tell us about celebrities as creators, American parental burnout, and the perceptions of AI in 2024?

How Curio tells us about AI, parenting, and celebrity marketing

Dating app Drybaby is creating a hub for sober curious singletons to connect offline. The hub taps into the shift among young Americans towards more mindful focused forms of leisure. And as dating app fatigue grows, it also shows the opportunity for brands to support a slower approach to dating.

Drybaby dating app caters to sober curious singletons

Fruittella Brazil launched a sun-activated storybook, Lá Fora É Mais Legal, encouraging kids to play outside by revealing stories only in sunlight. This initiative highlights the importance of outdoor play in reducing the effects of excessive screen time often faced by digital native Gen Alphas.

Fruittella's sun-activating book promotes outdoor play

IKEA is using AI-enabled tech to bridge the gaps between physical and digital shopping, creating a future-oriented retail experience for American customers seeking savings, personalized shopping, and immersive experiences. What does this mean for the shopping landscape in the US moving forward?

Why IKEA uses GenAI and AR to attract American shoppers

In Chengdu, all-women electrician classes are oversubscribed as Chinese women seek to enter the male-dominated electrical trade and learn practical skills for independent living. Women are redefining their role in the workforce, reflecting desires to dissolve outdated gender stereotypes.

38 Fix helps Chinese women break into electrical trade

Target is doubling down on pet lovers, unveiling their limited-edition pet collection, the Cuddle Collab. The brand recognizes the emotional significance and joy pets bring, aligning with people’s expectations for empathy and understanding from brands in their relationships with their furry friends.

Target releases limited-edition pet collection

With social media an integral part of digital natives’ growth and development, the social news and networking platform Reddit stands out for its diverse communities and engaging discussions. The platform provides a space for US teens who are too afraid to talk about sensitive topics with parents.

How Reddit became a trusted adviser to American families

With over 300 million users on Xiaohongshu, the image-sharing platform has become a safe space for Chinese women, giving rise to communities and even unconventional connections – from dating to friendships and job connections. What’s driving these unique ways of building relationships online?

How Xiaohongshu captures new forms of Chinese connections

As singletons fight dating app fatigue, Bored of Dating Apps helps people meet potential partners by hosting offline events that prioritise connection. The platform brings together like-minded individuals through activity-led experiences that urge slow, nostalgic romance over clinical swiping.

How Bored of Dating Apps helps singles find love offline

Do EdTech platforms encourage helicopter parenting? Is conservatism the answer to declining birth rates? How can apps bridge the gap between loneliness and social anxiety? In this part of Expert Outlook 2025, we speak to three experts about how people are mining the past for relationship reconnection.

2025 Expert Outlook on Home and Relationships

Zillow's upgraded AI-powered search lets people describe their ideal home in conversational text, providing tailored recommendations based on millions of listings. Expectations of search and discovery are increasing as AI becomes increasingly used to enhance personalization.

Zillow enhances home search with AI personalization

Tapping into sustainable shoppers in Barcelona, Aesop has launched a new store built on recycled local materials. The brand aims to spotlight its commitment to circularity and sustainability while inspiring others to explore the creative reuse of materials within a unique retail and design experience.

Aesop's anastylosis-centred design targets eco shoppers

The charitable organization has commenced its annual Game to Change the World campaign aimed at Gen Alpha fundraisers. Gaming has become a pivotal tool in Gen Alpha’s sense-making practices, and young audiences will be expecting more than just immersion when it comes to virtual activations.

Comic Relief US nurtures Gen Alpha changemakers

Rising costs, declining work-life balance, and widespread screen addiction are keeping more Americans awake at night. To understand how people are improving and optimizing their sleep, Canvas8 spoke to seven Americans about the steps they’re taking to doze off despite tensions.

How are Americans sleeping amid the permacrisis?

Spanish Gen Zers are swapping dating apps for pineapples in supermarkets, underscoring a broader movement towards more authentic, experience-driven socialising among the youth. Brands can facilitate real-world interactions by creating innovative spaces and experiences for organic connections.

Spanish Gen Zers add a tropical twist to their dating lives

IKEA has launched a peer-to-peer marketplace in Madrid to help customers sell their unwanted furniture directly to others. As the shift towards circularity gains momentum, brands that adopt eco-driven business models can extend their lifespan and deepen consumer trust and long-lasting loyalty.

IKEA trials peer-to-peer marketplace in circularity push

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

Feeld, a dating app catering to the vastness of human experience and relationships, sponsored an off-Broadway play called Pretty Perfect Lives. As many grow tired of being bombarded with advertising content, sponsoring cultural production is a more organic, grassroots way of reaching audiences.

Feeld soothes ad fatigue with off-Broadway sponsorship

Multi-generational dance parties are growing in number on the streets of New York, offering a much-needed source of release for locals, young and old. As people navigate the myriad stressors of modern life, they’re yearning for small moments of collective joy to cut through the gloom.

New Yorkers find release in inclusive dance parties

A combination of responsibilities for their children and aging parents and economic challenges mean Gen Xers are feeling financially unprepared for retirement. Many are considering moving in with their kids to make ends meet and may need help broaching these conversations.

Gen X ‘Silver Squatters’ feel unprepared for retirement

Home and Relationships

People want to reimagine what ‘home’ looks like and how to make it a reality

The pandemic shifted people’s priorities when it comes to the home, with quality and comfort winning over proximity to city centres and offices. Yet while some are abandoning built-up hubs, older people are laying claim to urban living, and as the world reopens, workers are looking to stake a claim in reimagined metropolitan spaces. Ways of searching for homes and renovating domestic environments are evolving into the digital world, and people are looking for support and flexibility with how, where, and when they put down roots.

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