Tired of showboating on image-led platforms, people are turning their passions into online connections. Over on 

, Gen Zers have built online communities by expressing their interest in 

 has become the go-to channel for the 45% of teenage girls and 27% of teenage boys who read fiction books several times a month. Gen Zers are immersing themselves in the horticulture community through the 

. And the community power of social media is allowing people to hone in on specific political and social issues they are passionate about, such as gathering to campaign against the 

On dating and social platforms, matching algorithms are evolving to make stronger connections, and community regulation is enriching shared spaces. 

, a Chinese social app, matches users based on personality traits, while the dating app 

 uses a meme-based algorithm to identify potential partners. The evergreen popularity of 

 is down to its understanding of community values, earning its title as the ‘front page of the internet’ by prioritising community building and discussion. As 

 take off in the digital realm and in the popular imagination, 

 has created a new model of a decentralised community by only allowing its NFT owners to enter community hubs. And cinephile platform 

 saw its user base almost double in 2020 – reflecting the 77% of people who say that the most important community group they’re a part of exists online.

 relationships, and fan connection is getting stronger as digital spaces evolve. For instance, 

 is transforming podcast listening from a passive activity into an active one by introducing interactive features, allowing listeners to connect and engage with podcast hosts in unforeseen ways. And new models for engagement mean fan communities can have a direct effect on the behaviour and creations of the creators they admire. 

 subscription model means fans can pay for the news they want to read, empowering both the reader and the writer. And 

, a blockchain-enabled app, offers supporters the ability to vote on football club decisions, presenting a vision of what a rebalancing of power towards fans would look like – music to the ears of the 

 who believe they should have veto powers.

Can Socios help fans feel more connected to the football clubs they love?

English football is in crisis – passionate fans are feeling overlooked and cash-strapped clubs are seeking alternate revenue streams. Socios, a crypto-enabled app, is providing fans with the chance to participate in club decisions and could help to grow a global digital fanbase. But at what cost?

Socios: digital fandom or community oversight?

How has Letterboxd attracted a growing community of cinephiles?

With an increasing desire for community engagement, people are turning to discussion-based platforms that cater to their individual interests. Letterboxd’s online platform has become a haven for cinephiles, showcasing how brands can appeal to passionate users with the right approach.

Letterboxd: online community platform for cinephiles

Working to dismantle social expectations in the name of self-improvement, sobriety is the health movement piquing Gen Zers' interest on TikTok. As younger cohorts grow discerning of the behaviours underlying their drinking habits, brands can think about mindful or sober-curious consumption.

Sober-curious Gen Zers are finding community on TikTok

After AI-generated images of Taylor Swift supporting Donald Trump swirled the web, the singer officially announced her endorsement of Kamala Harris and condemned the spread of misinformation. As the political stakes get higher, people are increasingly expecting celebrities to do their part.

Taylor Swift declares support for Kamala Harris

Amid the rising popularity of microdramas, brands like KFC are increasingly embracing microdrama marketing. Through its "Reincarnation: Don’t Mess with the Foodie Empress”, KFC fosters more genuine connections with viewers through engaging branded content.

KFC releases microdrama for genuine connection

Video games are becoming a strategic tool in elections, with figures like Donald Trump using gaming spaces to engage voters. Despite some controversy, this shift signifies that diverse digital platforms, including games, could significantly shape future election strategies and voter engagement.

Video games emerge as key tool in election strategies

After being discontinued in 2017, J.Crew is bringing back its catalog – a once-beloved staple of 90s American style. In a bid to escape the digital deluge, people are seeking out slower and more intentional modes of consumption, finding a sense of grounding in the analog.

J.Crew catalog re-launch taps analog newstalgia

Prada has launched a hotline connecting callers with writer Miranda July to recreate the conversations at the heart of their latest campaign. With the lines between artist and audience blurring, people are seeking more participatory ways to engage with media and get a peek behind the scenes.

Prada campaign lets fans join the conversation 

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

Destination selfies deter potential visitors

Brazil has blocked access to social media platform X after Elon Musk failed to meet legal requirements, furthering debates over free speech and misinformation. While many users have migrated to alternatives like Threads and Bluesky, the ban has left Brazilians feeling disconnected.

Brazilians feel disconnected following X blockade

How will AI impact creativity in 2025? What challenges are shaping perceptions of reality, fiction, and branding? How should brands adapt to evolving privacy preferences and authenticity demands? Three industry leaders explore the key factors that will impact the communications industry next year.

2025 Expert Outlook on Communications

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

How LEGO engineered enduring appeal in the digital era

Down under, Australia is feeling the pinch of the cost of living crisis. While tightening their belts, they’re also manifesting their aspirations online through Pinterest – surpassing half a billion users in 2024. What does this exhibit about what Aussies are looking for in online platforms?

How Pinterest inspires Aussies through lifestyle curation

Instagram has released a new slate of text-based creative tools for users to apply across their content on the platform. The update is yet another step in Instagram’s active transformation into a more creator-centric platform, offering a variety of tools designed to appeal to content creators.

Instagram update courts desires for creative flexibility

Telegram groups have been spreading nonconsensual deepfake sexual images across South Korea, and the authorities have vowed to crack down on these sex crimes. Technology offers ample opportunity for abuse, and platforms like Telegram need to find a way to protect their users. 

Korean authorities to crack down on digital sex crimes

Software with voice input, accessible on phones, is helping foreign workers at a nursing home in Japan. The tech aims to clear the language barrier and reduce its staff’s workload. As expectations of employers increase, support and upskilling can lead to greater satisfaction and retention of staff.

Tech supports foreign staff in Japanese nursing home

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

Survey data shows that American Gen Zers are increasingly relying on social commerce for their holiday shopping sprees. In line with young people’s changing festive shopping habits, there’s an opportunity to get creative with interactive immersion to augment the joys of holiday gifting.

Gen Z take social-first approach to holiday shopping

TikTok creators are taking part in debates on the platform in the run-up to the US presidential election. These ‘political battlers’ are building new modes for political engagement and making up to $7000 a month through virtual gifts, but concerns remain about moderation and misinformation.

'Political battlers’ mix democracy with entertainment

M&S’s back-to-school campaign, ‘School Happens,’ captures the everyday chaos of school life. By focusing on the durability of its uniforms, M&S taps into parents’ focus on quality and value, offering a relatable take on what kids – and their clothing – really go through during the school year.

M&S shows durability and value in back to school spot

Indians are increasingly drawn to exclusivity, customisation, and status when it comes to their gadgets, opening doors for high-end phones and specialised services. Leading this shift in the country are brands like Apple and Samsung, which are considered luxury products.

How are phones transforming into personal assets for Indians?

As the ‘demure’ trend continues to take the internet by storm, Netflix has tapped the viral creator responsible for the TikTok phenomenon for a partnership. While numerous brands rushed to hop onto the trend and make it their own, Netflix chose to go directly to the source.

Netflix taps viral creator to curate 'demure' collection

Apple's new short film, The Relay, showcases athletes of all abilities competing side by side, with disabled athletes using accessibility features to assist in their preparation. The film highlights elite athleticism and the importance of inclusive, convenient technology.

Apple showcases athletic diversity in latest campaign

The internet has become obsessed with being ‘very demure, very mindful’ after creator @joolieannie showed followers how to be demure at work. Despite its satirical origins, the trend speaks to young people’s interrogation of tradition, even if they’re complying with the conventions they poke fun at.

'Very demure' gives workplace culture a viral glow up

Olympic diver Tom Daley is the face of Malibu's water safety campaign, addressing research that shows many Brits drink before swimming. The initiative combines video messages and custom products to promote responsible behaviour around water, highlighting the dangers of mixing alcohol and swimming.

Tom Daley and Malibu target water safety with summer ad

After merging with Virgin Media to become one of the UK’s go-to mobile and broadband brands, O2 has adopted smart marketing strategies and a focus on customer care to capture the market. What does its approach tell us about supporting Britons and deepening connections amid financial hardship?

How O2's community care efforts aid burdened Britons

Noplace is a social media app that has captivated the hearts and minds of socially curious Gen Zers. By providing a platform for creative expression and a valuable way to connect with friends, it evokes nostalgia for early internet communities and fulfills a desire for authentic interaction.

How social platform Noplace is bringing joy to Gen Z

Videos of Gen Y parents hilariously struggling to converse in Gen Alpha lingo are making the rounds online. As younger generations’ niche slang enter the mainstream, there’s an opportunity for brands to play the role of translator and help parents bridge the gap in understanding.

Gen Alpha slang is impacting parent-child dynamics

The Indian government proposed and quickly withdrew a bill targeting influencers, raising concerns about digital freedoms. With social media enabling decentralised and more open forms of news reporting, new tensions are likely to arise between state-sponsored media and creator culture.

Broadcasting bill raises transparency concerns in India

Reddit has seen a surge in daily active users in the second quarter of 2024, driven largely by its popularity as a user-generated search engine. As faith in legacy social media wanes, a post-platform era is taking shape, and users are increasingly seeking out smaller, community-based online spaces.

Reddit’s UGC focus appeals to authenticity-seeking users

Ahead of the Global Plastics Treaty negotiations, Greenpeace has launched a campaign calling out global leaders complicit in plastic pollution. People are searching for ways to streamline their recycling habits, and brands can stand out by highlighting the importance of collective participation.

Greenpeace spotlights urgency of collective action

An entertainment company has introduced a new benefit to encourage people to explore and expand their social lives comfortably. As people prioritise personal relationships and expect workplaces to offer holistic benefits, this move highlights the creative ways employers can retain talent.

'Tinder Leave' offers employees social life perks

Overwhelmed by tech dread and isolation, Gen Z is seeking quality connections with an offline element. Enter online communities that help people bond over shared interests and facilitate IRL meet-ups. How are these groups bringing back lost third spaces, and how can brands get involved?

How young people find communities in online third spaces

Right-wing rioters turned to Telegram to organise and spread misinformation. With mainstream social media platforms under scrutiny for their role in monitoring and mitigating the spread of disinformation, the use of Telegram speaks to a hacker mindset when it comes to subverting safeguarding online.

Right-wing rioters hack social safeguarding via Telegram

Across the US, climate disasters fueled by Big Oil will be shown on billboards in California, New York, Arizona, and Philadelphia as part of the Make Polluters Pay campaign. With greenwashing a major concern, direct communications can cut through cynicism while holding polluters to account.

OOH billboards reflect new expectations of climate comms

Credit Karma reports that US Gen Zers continue to be influenced by social media when it comes to overconsumption, but they’re also resisting the allure of influencer-driven purchases. As brands navigate these tensions, there’s an opportunity to invest in non-paid UGC to drive long-lasting loyalty.

Young Americans fight back against overconsumption

Google is trying to tackle the problem of deepfakes on its search engine, limiting results for nonconsensual imagery – an area which has seen an explosion as a result of new AI technologies. Regulations have been slow to tackle the problem, pointing to a greater need for better protections.

Google tackles deepfake concerns with regulation

Triggered by misinformation around anti-immigrant sentiment, a series of riots erupted across Britain in early August, with protests taking place over a dozen cities throughout the UK. With tensions already high, this incident marks a new era in the salience of political disinformation in the UK.

Disinformation online spurs xenophobic riots in Britain

A study has found that online memes (specifically ones revolving around coconuts and Mario Kart) are driving major positive sentiment towards Kamala Harris and benefitting her campaign.The memefication of politics on social media is emerging as a way to engage younger voters in the 2024 election.






Memes support major increase in Kamala Harris sentiment 

Indian Edtech juggernaut Vedantu offers services such as preparation for competitive exams and traditional academic disciplines. Bridging the gap associated with rural India’s internet infrastructure, the brand is implementing hybrid learning approaches that blend online and offline education.

How Vedantu rethinks hybrid learning for Indian students

Visual references are an integral way that Gen Zers express themselves, with memes being a central language for humor, political engagement, and generally processing the world. Leveling up their love of absurdism, Gen Z is taking its penchant for post-irony to new levels courtesy of meme tattoos. 

Gen Z elevate their post-irony stance with meme tattoos

After backlash from Israel for featuring Palestinian supermodel Bella Hadid in its SL 72 campaign, adidas has removed Hadid from its adverts and released a public apology. The move has stoked debate online as the humanitarian crisis in Gaza continues to drive division.

adidas sparks backlash from Israel for Bella Hadid ad

Gumtree has launched a national campaign in Australia to raise awareness of the importance of rehoming pets. Having launched a pet category on its site in early 2024, the marketplace is encouraging Aussies to consider adopting animals that need a home rather than prioritising newly bred pets.

Gumtree focuses on animal welfare to promote pet category

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

Cadbury Flake helps kids make the most of summer break

Memes aren't always great for a politician; they can quickly spread ridicule and absurdity. But the newly minted Democratic presidential candidate is leveraging shifting norms of political engagement to drive hype. With 100 days to win US voters over, will BRAT-inspired memes really cut through?

Kamala Harris leverages memes for presidential campaign

Nespresso is looking to give Gen Z an immersive boutique experience to support brand engagement. As personalized interactions continue to prove powerful, brands have an opportunity to create memorable, educational, and shareable moments that reinforce identity and resonate with younger audiences.

Nespresso spotlights immersive coffee iterations

Digital publisher Common is seeking to disrupt the toxicity of social media with a focus on good news, uplifting stories, and inspirational moments. The strategy to offer a refreshing break from the negativity of online news is already proving impactful, suggesting more opportunities for good news.

Common's good news strategy resonates with Australians

Telehealth provider Wisp has unveiled a provocative OOH campaign in New York that playfully draws attention to the censorship of women's bodies in US advertising. Featuring pixelated images of vaginas, the campaign seeks to normalize vaginal health rather than treat it as a taboo topic.

OOH campaign challenges the censorship of female bodies

People from Northeastern India have faced prejudice toward their local cuisine. However, as interest in hyperlocal stories grows, YouTubers tackling negative stereotypes are finding global audiences and driving attitudinal shifts by spotlighting the local culture and ecology behind the dishes.

Hyperlocal food content is shifting global prejudices

Endometriosis Australia’s first television commercial brings attention to common endometriosis symptoms, encouraging people to take symptoms seriously. The campaign aims to reduce the six-and-a-half-year average journey toward a diagnosis for people living with endometriosis in Australia.

Australian campaign spotlights on endometriosis symptoms

Citroën’s new campaign shows revolutionaries stealing ë-C3s from an aristocratic 18th-century party to drive home the message that 'Electric is no longer for the elite'. With the cost of living influencing eco priorities, Citroën is aiming to offer a new narrative around environmental purchases.

Citroën uses a revolutionary message to promote ë-C3s

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

Aruba ramps up response to overtourism with new tax 

SPF awareness is generally higher than before, but there are still areas where sun care isn't prioritised. The Melanoma Fund's new campaign targets sports enthusiasts. Using striking imagery, it shakes up health messaging while showing the importance of sun protection during outdoor activities.

Campaign on sun exposure focuses on safe sports play

High-profile elections around the world in 2024 are stoking fears about misinformation, making many people wary and distrustful. Canvas8 spoke to political scientist Dr. Emma Hoes to understand how a positive outlook can help navigate uncertainty and how brands can play their part in easing minds.

Trust in positivity! The science of tackling misinformation

Gen Z values online privacy, preferring ephemeral and anonymous posting options that minimize their digital footprint. Yet while they don’t trust companies with their data, their cybersecurity issues are often caused by their own online habits. How is this cohort’s approach to web safety evolving?

How are Gen Zers safeguarding themselves online?

TikTok is investing in resources to help small businesses grow on TikTok Shop. The accelerator programme, which is geared towards women and LGBTQ+-owned businesses, is the latest in the company's struggle to gain favour in the US market as regulators prepare to ban the platform.

TikTok launches small business accelerator in US

Sausage company Johnsonville is attempting to boost positive content on social media as part of its campaign to 'Keep the Internet Juicy'. With the US election fast approaching, brands seeking to cut through the toxicity of online platforms are set to resonate with politically fatigued consumers.

Johnsonville urges kindness amid tense political voters

Despite a data breach and disputes over its ownership, most of Japan’s population and millions around Asia continue to use LINE, the messaging platform-turned-super app that has become a must-have for everyday needs. How has it embedded itself in people’s lives and provided a safe space online?

How LINE connects Japan’s netizens to easy self-expression

First bubblegum, then Oreos, now… sunscreen? Influencer Nara Smith has gone viral again for making sunscreen from scratch on TikTok. The video reflects the ongoing issue of health misinformation on the platform, which is putting younger people at risk.

TikTokers risk burn with homemade sunscreen

A new campaign by the government in Victoria, Australia, is encouraging people to confront their biases, raising awareness of how discrimination impacts the wellbeing of trans and gender-diverse people. This follows rising anti-transgender sentiment, acknowledging the desperate need for action.

Campaign tackles trans and gender-diverse discrimination

South Koreans seek technology that boosts connectivity, increases workplace efficiency through AI, and provides innovative social and entertainment experiences. Their demands drive significant investments in digital infrastructure, allowing brands to focus on trendsetting and immersive experiences.

What do South Koreans want from their tech?

Amid increasing pushback against mass tourism, an unconventional ad from Visit Oslo has framed the Norwegian capital as a slower, calmer alternative to over-crowded tourist hubs. The tongue-in-cheek ad speaks to a growing desire for stress-free travel among burnt-out holiday-makers.

Visit Oslo taps desires for slow tourism

Samsung has released a docuseries spotlighting how three niche sporting communities found their way to the 2024 Olympics. Celebrating the subcultural beginnings of each sport, the series reflects the growing importance of community and inclusion among emerging sports fandoms.

Samsung taps niche sports fandoms ahead of Olympics

Research from Jigsaw has offered insight into how Gen Zers digest digital information. As faith in traditional sources of authority wanes, young people are outsourcing their trust to like-minded peers or trusted influencers and gauging the validity of claims through socially informed filters.

Gen Z rely on shared social networks to determine truth

Integral Ad Science has introduced a tool intended to help marketers avoid placing advertisements alongside deepfakes. With the US 2024 Presidential election poised to prompt a surge of deepfakes online, marketers and consumers alike are looking for tools to help them parse reality from fantasy.

Marketers look to avoid advertising alongside deepfakes

In a world where athleisure wear is booming, it’s increasingly hard to stand out from the crowd. How can a brand make practical and functional garments exciting? Look no further than Pit Viper, who seamlessly blend internet nostalgia aesthetics with sharp-witted humor to sell their apparel.

How Pit Viper captivates adventure-seekers

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

Social media platform Lemon8 has seen rising popularity in the United States among people seeking algorithmic, carefully curated lifestyle content. But is the app performing based on its appeal, or a broader push by its owner to be a TikTok alternative in the wake of the social media crackdowns?

How Lemon8 is challenging the social media landscape

Communications

People are using micro-communities to connect

People are using both mainstream and niche platforms to find like-minded peers with shared interests. Gen Zers are connecting over sobriety, books and horticulture; dating apps are facilitating personalised connections through more sophisticated matching algorithms; and strengthening ties between fans, influencers, and idols are pushing parasocial bonds into new dimensions.