No longer easily swayed by hollow statements and performative actions, people are growing tired of a lack of understanding from those who claim to support marginalised communities. There’s a growing disdain for 

 from brands to prove their allyship. But with increasing instances of 

 – like The 1975's Matty Healy publicly decrying Malaysia's homophobic policies with potentially harmful consequences – people are calling for brands and influencers to drop the ‘White-saviour mentality’ and remove— themselves from the narrative. Instead, they want to see them raise awareness by equipping themselves with cultural sensitivity around DE&I issues. Tapping into this sentiment, Indian media platform 

 centres community voices in its efforts to uplift LGBTQ+ narratives in the country, while 

Breville partnered with Indigenous artists

 in Australia to launch a limited-edition collection of kitchen appliances featuring Aboriginal art, providing a platform and exposure to marginalised voices.

There’s a growing understanding that true inclusivity requires genuine participation and shared decision-making 

 and tokenism. With calls for year-round LGBTQ+ allyship from brands, 

 partnered with Audible to uplift queer artists and writers, while 

 made drag queen and environmentalist Pattie Gonia the spokesperson of their brand – and doubled down on that decision, despite the right-wing backlash it sparked. People are no longer satisfied with brands merely featuring marginalised communities in front of the camera; they also want to see their meaningful involvement behind the scenes. This means including them in the planning, strategy, content production, and creative processes while providing equitable compensation, resources, and opportunities for skill development and leadership within these collaborations. Big brands like 

 are leading the way here, taking an inside-out approach towards disability inclusion and establishing authentic policies that empower and uplift these voices in a meaningful and sustainable way.

People increasingly want to see authentic and empathetic storytelling that showcases the realities, struggles, and triumphs of underrepresented communities. In this light, 

 are working to challenge traditionally narrow representations of marginalised groups and combat the resulting bias. With 

 of people in the US suggesting that brands show empathy as a mere marketing ploy, there’s a growing demand for thorough research and 

. At the same time, more democratised access to media means that members of underrepresented communities can take matters into their own hands. Brazilian TikToker 

, for instance, challenges misconceptions surrounding life in Brazil’s favelas by showcasing their rich and diverse culture.

 of people said they respect brands more when/if their diversity and equity initiatives are led by people from those communities 

Gen Zers are invested in charitable causes, spurring donations across the board. Their desire for social justice has led brands and creators to create viral altruistic content, though ambivalent reactions highlight the fine line they walk among increasingly distrusting audiences.

What’s driving the rise of altruism on social media?

Brazilian creator Raphael Vicente challenges misconceptions surrounding life in Brazil’s favelas by showcasing their rich and diverse culture. With millions of followers on social media, Vicente promotes representation and inclusivity through skits, social media trends, and dance choreography.

Raphael Vicente: challenging perceptions of favela life

With disability representation lacking both on screen and behind the camera, Unilver's Believe in Talent initiative attempts to address this imbalance. The campaign creates inclusive opportunities, providing a toolkit and guidance on fostering a safe production space for disabled creatives.

Unilever boosts accessibility for disabled creatives

Students at Georgia Tech have partnered with a local non-profit to bring mobile laundry services to homeless people. As people increasingly focus on local concerns over global ones, brands can support local communities by empowering local heroes and initiatives through investment and innovation.

Students design mobile laundry bus to serve homeless community

Americans are increasingly choosing solitude. This preference, fueled by technology and eroding communal spaces, impacts everything from restaurants to politics, threatening happiness and fostering divides. Investing in proactive social infrastructure is crucial for healthier, interconnected futures.

Without third spaces, Americans are becoming loners

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



Brazil elevates stadium experience for autistic fans

Amid a volatile culture war in the US, McDonald’s has become the latest major company to scale back its DEI program, aiming instead to integrate inclusion initiatives into the core business. Companies are struggling to navigate and communicate DEI commitments, alienating people across the political spectrum. 

Supreme Court decision triggers McDonald's DE&I rollback

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

Local community groups are stepping up to fill a Black history teaching gap in schools across Florida. People want brands to show support and commitment to diversity and representation all year round by partnering with, empowering, and investing in grassroots initiatives and organizations.

Floridians boost Black history curriculum

Trashie incentivizes people to recycle their waste by offering vouchers in exchange for unwanted items. As trust in traditional authority rapidly declines, people want brands to facilitate personalized sustainable living by shifting from collective to individual actions.

Recycling start-up courts the eco-conscious via rewards

The startup uses AR/VR technology in glasses to assist those with visual impairments, specifically those with degenerative diseases. These glasses come at a time when people are increasingly looking to brands to step up to meet their health needs by offering innovative and bespoke solutions.

Soliddd bridges tech and accessibility with glasses

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

Why fandoms are gathering offline in search of connection

A fire at Kantamanto market in Ghana has led to damage at one of the world’s largest second-hand markets. As circular fashion continues to gain momentum, brands will need to show a deep commitment to proactively tackling textile waste by investing in initiatives that extend the life of garments.

Ghana’s market fire highlights textile waste problem

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

What does being American mean today?

As many traditional symbols of Britishness feel less relevant, Britons are grappling to rethink what unites them as a nation – from multiculturalism to choosing local products. Canvas8 spoke to eight Britons to understand how they define patriotism and how it shapes their everyday behaviours.

What does being British mean today?

With a rousing film, Ogilvy and Emergency are asking for a new international day: the Day With No More War. With conflicts raging across the globe and trust in governments falling, people are feeling uneasy. This offers a chance for platforms to offer unique solutions, helping to fill this gap. 

NGO Emergency amplifies war fears, calling for their end 

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

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

Who are the new whiskey drinkers?

With the great wealth transfer in full swing, Gen X and Y are taking the baton of inter-generational wealth. By focusing on innovation and value-centric investments, the impact-focused generations are set to change the face of family offices inherited from their Boomer predecessors.

Gen X and Y are changing the face of investments

Leaning heavily into traditional notions of masculinity, Trump’s cologne launch has sparked debate about the future of men’s grooming. With gender conservatism on the rise in the US, experts think representations of masculinity in this space will grow increasingly polarized.

Trump fragrance line reflects masculinity split

Birth rates are declining, meaning fewer children to buy toys. Recognizing this shift, Toys 'R' Us Asia is now focusing on Gen Z kidults. As it becomes harder for younger generations to meet traditional milestones, many are turning to nostalgia-inspired fun as a way to escape.

Toys 'R' Us targets Gen Z kidults

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

US sees a revival of queer bookshops 

Why is conservatism on the rise across all generations? What’s behind the new wave of technology-powered eco-thinking? How are people reacting to escalating tensions in gender politics? Drawn to bold stances, are people no longer afraid of being cancelled?

Citizenship Sector Snapshot: January 2025

People want brands and public figures to take bolder stances that align with their vision. As polarisation increases, people are tired of softer takes designed to please everyone and less susceptible to the fear of being cancelled. Anti-heroes and outspoken role models are on the rise.




Bold Stances

As political polarisation increases, gender politics are becoming volatile, and people are finding themselves increasingly divided along these lines – in the workplace, at home, and on social media. People are turning to brands which align with their gender politics as a way to find communities with shared values.

Gender Tensions

As the climate crisis intensifies, people are looking for more inventive, diverse and forward-looking approaches to environmental issues. Combined with the ongoing polycrisis, the dire outlook on the planet’s future puts pressure on people, and they turn to new technologies to escape doomism.

Eco-Visionaries

In times of scrambled global politics, people are drawn to tradition as a stabilising force. Young people are finding purpose in conservatism, national identity is becoming crucial to worldviews, and people are attempting to form a steady belief system amidst meme-ready political discourse.

Turning Right

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

How are sapphic narratives in pop culture evolving?

A survey found that 78% of Japanese people report feeling anxious, particularly about their health and future. These findings reveal the impact that financial and job market challenges are having on this population and the opportunity for brands to alleviate these concerns.

Japanese people are feeling anxious at record levels

A report revealing public sentiment around marriage, childbirth, and generational values shows that more than half of Koreans wouldn't mind not having children. This reflects the continued shift away from traditional milestones and family structures due to socioeconomic barriers. 

Child-free sentiment is growing among Koreans

Netflix has quietly scaled back its once-lauded unlimited parental leave policy, which allowed parents up to a year off. Six months is now seen as the informal limit – a shift that some critics argue signals the erosion of the progressive culture that once defined the company.

Netflix faces criticism over parental leave backtrack

Luka Dončić's foundation aims to reignite joy in youth basketball, responding to a growing trend of young people leaving sports due to mounting performance pressures. As people experience performance fatigue, they crave experiences that celebrate the journey and happiness over perfection.

NBA star’s foundation tackles toxic performance culture

For the first time in a long time, young Australians are drinking less than older generations. This, in turn, has driven an increase in non-alcoholic drink sales and a decline in traditional liquor sales. So what’s behind alcohol losing its appeal? And what are young Aussies drinking instead?

Why are more Gen Z Aussies turning to mindful drinking?

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

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

Spotify PFC raises concerns about artists’ livelihoods

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

How Angel Reese advances the real nuances of sports fandom

Japan, previously known as an innovator within the global tech landscape, has recently chosen to play the field rather than lead the pack. Now, the country is set to regain its place at the cutting edge of tech - with innovations addressing an ageing population and a customer-service crisis.

As its citizens crave connection, Japan turns to more empathetic tech

Ulta tried to appeal to younger generations by launching a 68-piece toy collection mirroring its most popular beauty products. The move has been controversial with parents and caregivers, who want brands to protect their kids and educate them about harmful beauty standards.

Parents seek more educational brands in Ulta backlash

Growing influencer support for Robert F. Kennedy Jr.'s Make America Healthy Again initiative highlights a growing overlap between wellness and far-right conspiracies. This amplification highlights new bouts of alternative belief systems that may strengthen during Trump’s second term.




Wellness gets political in RFK Jr.'s 'MAHA' initiative

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

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

LGBTQ+ book club challenges media censorship in the US

How might political uncertainty impact consumer decision-making? What role does ‘flex’ culture play in Gen MZ’s spending habits? How has solo living impacted cultural trends? This Cultural Snapshot uses local stats to explore the behavioural norms shared by people in South Korea in 2025.

A Cultural Snapshot of South Korea: 2025

While younger Germans are more open to consuming plant-based meat products than older demographics, they still have doubts about alt meat’s health benefits. Brands have the opportunity to offer Gen Zers products that offer both quality taste and safety assurance. 


Plant-based meat courts interest from German Gen Zers

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

Heritage travel, where people explore destinations tied to ancestry, is growing in popularity. Partly driven by the expansion of DNA testing, travellers are looking for deeper connections with their past and, as a result, more personalised, culturally relevant travel experiences.

'Heritage travel’ connects people to their pasts

Café di Preto is a micro-roaster that actively promotes Black protagonism in the Brazilian coffee market by prioritising diversity at every stage of the production process, from the plant to the cup. It's a great example of a brand shining the spotlight on underrepresented communities.

How Café di Preto revives coffee's Afro-Brazilian heroes

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

All We Imagine As Light includes Indian heroines on film

When it comes to travel, mindsets are shifting. As awareness of overtourism grows, Brits are becoming more intentional and conscious tourists. Brands and businesses that educate and empower travellers on how sustainable travel can be a force for good will come out on top.

How overtourism is changing Brits' travel habits

The Men Against Domestic Violence Choir, based in Western Australia, raised $7,000 by using music to address and combat domestic violence. Their efforts highlight growing expectations for men to take active roles in confronting and dismantling the cultural norms that perpetuate violence and silence.

Anti-domestic violence choir amplifies male allyship 

The UK has officially banned the use of puberty blockers to treat gender dysphoria among transgender youth. With access to treatment crucial to wellbeing and wider prejudice against the community growing, there is an urgent need to protect the mental and physical safety of these young individuals.

The UK bans puberty blockers for transgender youth

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

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

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

'Free Luigi' merch spotlights admiration for anti-heroes

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

Google's Year in Search shows power of sensationalism

European grocery shoppers want it all, seeking out physical retail formats that combine convenience with exciting product options, alongside experiential and tech-driven elements as well. With its purpose-led, fresh-produce concept store Oxygène, Franprix is attempting to tick all the boxes.

How Franprix adds fresh life to French grocery shopping

Amid a continuing drop in birth rates, Tokyo has launched a four-day work week to bolster work-life balance for both intimacy and child-rearing. Despite persistent efforts to rectify fertility issues, government policies are struggling to make a dent in a deeply entrenched hustle culture.

Tokyo introduces a four-day work week to boost fertility

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

Young Koreans turn protests into mass K-pop concerts

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

In partnership with a New York-based food bank, Robolox launched a game where young users can learn about hunger through play. By blending education and entertainment, it showcases how brands can innovate to reach new audiences to support meaningful causes while tackling real-world problems.

Robolox game donates IRL meals through virtual kitchen

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

Nightbitch explores the feral side of motherhood

Creators on TikTok can now create customized pages to fundraise for causes they care about, thanks to TikTok's new partnership with a fintech company that manages charitable donations. This move stands out as people continue to look for accessible and convenient ways to give.

TikTok streamlines creator-driven charitable donations

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

As people search for cultural experiences that help them connect with their values, grassroots and culture-first fundraisers are growing. Emphasising the power of localism in helping people support global issues, a Margate exhibition supports art fans in raising aid for Palestine and Lebanon.

Art auction reflects interest in culture-led fundraising

Under pressure to enhance its eco-credentials, Amazon has teamed up with Orbital to pilot carbon capture tech at a data centre, using server airflow to absorb emissions. This marks a shift in Big Tech and beyond, where environmental responsibility is balanced with the pursuit of profitability.

Amazon and Orbital trial carbon capture innovation

The romantic film Layla has been lauded as a joyful and refreshing exploration of queer Muslim identity and love. Intersectional stories are challenging dominant portrayals of minority identities, highlighting the strength and resilience found in the convergence of queerness and faith.

Layla subverts Muslim queer narratives in pop culture

Libraries across the US are helping people get healthier, offering everything from fitness classes to blood pressure monitors that can be checked out like books. As the healthcare system falls short of everyone's needs, third-party institutions are stepping up to address gaps in care.

US libraries address healthcare gap with free services

Wicked's transition from stage to the big screen marks a significant step in the portrayal of people with disabilities. Brands can be inspired to create more inclusive, authentic narratives by hiring disabled creatives and stars and ensuring that their characters are given agency and depth.

Wicked elevates disability representation

More Australians are supporting the under-16 social media ban just a few months after the government issued the announcement. As distrust towards the technology sector worsens, people are taking more drastic measures to protect themselves and their families from online harm.

Social media ban in Australia gains local support

Adidas has signed 16-year-old Kaleena Smith as its first high school women’s basketball NIL partner. The move reflects its commitment to the future of women’s sports, setting a precedent for a cultural shift toward greater inclusion and earlier investment in female talent.

Adidas signing reaffirms support for women's sports

Citizenship

People want brands to use their platforms to amplify the voices of communities they claim to support

Amid rising scepticism around purpose-washing, people want brands and influencers to display more consideration and nuance in CSR initiatives and campaigns. There’s a backlash against making decisions about what communities need without consulting them. Instead, people want to see brands using their power to amplify voices.