Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

As society becomes increasingly atomised, the prevailing emphasis on individualism has left many feeling isolated and disconnected. As people recognise the shortcomings of relying solely on individual efforts, 

 as a way to build communities that can collectively weather the storms of crisis. Younger generations are particularly aware of the value of social support systems, with many US Gen Zers 

paying high rates for activities to make new connections

 on maintaining existing ones. "When we view behaviours that create intimacy – being vulnerable, buying gifts, taking someone out on a date – as only appropriate for a romantic relationship, we end up limiting the potential of our friendships," says psychologist Marisa G. Franco, the author of 

. Brands are getting involved to remind people of the power of friendship – 

 campaign, for example, encouraged men to be grateful for their closest pals.

People are growing disillusioned with legacy social media, which no longer provides the level of intimacy they crave. Research conducted by Canvas8 in 2023 found that 51% of Americans believe social media forces people to be more performative, while 53% of UK Gen Zers say they don't want to be on those platforms anymore or as much. But despite this fatigue, nearly half of Britons feel connections they make online can be just as meaningful as those they make in person. As a result, people are looking for 

, they're increasingly embracing more intimate online spaces. These emphasise quality over quantity, valuing the power of genuine interactions rather than the number of followers or likes. Elsewhere, the 

 app helps people get better at nurturing inner-circle relationships amid busy schedules.

In an era when digital connection often leaves individuals feeling even more isolated, people increasingly seek friendships based on shared hobbies and passions. Recent 

 has revealed that people are prioritising time spent together over high-end experiences, choosing simpler activities that can be enjoyed collectively. This shift towards valuing connection and companionship is evident in communities forming around shared interests and identities, like 

. The longing for meaningful human connection is also fueling interest in 

, as digital saturation prompts a nostalgic yearning for physical engagements. From 

, team sports are proving to be an authentic way of cultivating a sense of belonging, particularly for grassroots communities. Meanwhile, superfans like 

 are taking their digital fandoms IRL and finding joy in crafting physical connections over their favourite idols.

US Gen Yers joined a social club, like a choir, sports group, or online community, in the three months to June 2023

Gen Zers’ friendships really took a hit during the pandemic, resulting in periods of isolation that have filtered through to the post-pandemic era. Brands have an opportunity to help them navigate connections in new ways through strategies that feel natural and authentic.

Friendship is getting a post-pandemic revamp among Gen Z

Put off by curated feeds, social media users are posting less and turning to group chats and 'dark socials' for deeper online connections with like-minded people and niche communities. Platforms can embrace this shift by leaning into the organic metamorphosis of these online spaces.

Social media is being shunned in favour of group chats

In a tech-driven world where VR and AI are proliferating, a counter-current is emerging in the UK – a longing for genuine human interactions. The prevalence of digital connection has led to a surge in nostalgia, prompting a revival of physical group sports and recreational activities.

How longing for connection is driving interest in sports

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

A group of Brooklyn mothers have forged a supportive network at the local skate park, taking a more inclusive approach to the sport. Born of desires to escape responsibility and build community, the grassroots group represents a wider movement to redefine the cultural narrative around motherhood.

Skateboarding offers community for New York moms

How are UK cities engaging their inhabitants in city life? Where do city dwellers go for fun, and to spend their money? And what challenges are people in cities facing in 2024? This Urban Cultural Snapshot blends data and expert insight to illuminate contemporary behaviours in UK cities.

A Cultural Snapshot of the urban UK 2024 - 2025

What does life in the UK look like outside of cities? Why is wild swimming a lifeline for community? What's next for UK localism? This snapshot explores the behavioural shifts and norms of those living in rural communities up and down the UK in 2024.

UK Cultural Snapshot: Rural Behaviours 2024 - 2025

Indians are becoming eco-conscious and more discerning about brands’ efforts to protect the environment. To meet their growing demand for eco-friendly alternatives, design company YLEM creates decorations, notebooks, and footwear from agricultural waste like eggshells, feathers, and palm leaves.

How YLEM uses eco-creativity to combat waste in India

Psychotherapist Esther Perel has encouraged millions of readers to think about intimacy and romantic desire in new ways. As cultural values continue to shift and change, and as Gen Zers rethink their goals around long-term partnership, Esther Perel’s voice now provides guidance, direction, and hope.

How Esther Perel is helping to redefine relationships

Gen Zers are becoming landlords in increasing numbers as property investment grows as a side hustle for ambitious young Britons. As traditional career paths fracture, young people are looking for alternative ways to make ends meet, looking for passive income to allow them to pursue their passions.

Buy-to-let culture builds British Gen Z's passive income

Hinge has enlisted a group of contemporary writers to create an anthology inspired by real user love stories. At a time when young people are turning their backs on digital dating, the campaign taps budding interest in romance literature to reframe perspectives on modern love.

Hinge’s ‘No Ordinary Love’ taps romance lit buzz

As the older half of Gen Xers approach retirement age, many are without adequate pension funds to leave the workforce. As this group navigates a myriad of financial pressures, there’s an opportunity for brands to better support the needs of an often overlooked generation.

Retirement is becoming a distant dream for US Gen Xers

Tesla's 'Dog Mode' was designed to offer in-car pet care during hotter months. However, the feature has come under scrutiny, with tests finding inconsistencies and reports of glitches during the summer season. As people look for pet support, trust in tailored offerings is central.

Tesla’s 'Dog Mode' glitch challenges automated car care

Modern mortuaries are getting a revamp, using minimalist millennial aesthetics to make death feel more familiar. As spirituality becomes more mainstream and attitudes towards death change, Gen Y are moving to shake up old traditions, even in the most austere environments.

Exit Here is changing funeral planning for Gen Y 

Mexican beer company Tecate has launched Momentitos, an app that syncs with Google Calendar to help friends find time to meet. The move promotes Tecatita Light, a low-alcohol beer claimed to be perfect for casual, everyday meetups and combats the loneliness epidemic that haunts many friendships.

Momentitos offers casual socialisation for damp drinkers

Online dating in Southeast Asia is undergoing a fascinating evolution, where cultural nuances shape distinct trends across the region. From the growing emphasis on value-driven connections to the alarming rise of online scams, dating apps are adapting and innovating to meet these challenges.

What are dating app trends in Southeast Asia?

Research has found that most infant and toddler foods sold in Australia fail to meet the WHO’s nutritional standards. As young parents have to navigate an overwhelming information landscape, brand credibility and trust will factor into their purchase decisions more saliently than ever.

Aussie parents faced with misinformation on baby food

Home and Relationships

People want to form sustained supportive relationships outside of family and dating

Friendship has been neglected in favour of romantic relationships for a long time. But now people – especially Gen Zers – increasingly realise how important it is for their social fulfilment, longevity and happiness, and are looking for new ways to create nourishing relationships.