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

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?

How IKEA is using 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

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

Why are rural Britons more concerned with climate change? How is a shift in political leadership impacting rural communities? Why is there renewed invest in localism? This snapshot explores the behavioural shifts and norms of those living in rural communities up and down the UK in 2024.

A Cultural Snapshot of the rural UK 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.

Can dating apps fulfil Southeast Asian's search for a connection?

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

Palliative Care Queensland has launched an animated campaign encouraging open conversations about death and palliative care. Taking a light-hearted approach, it reflects a broader societal shift towards greater acceptance and preparedness in dealing with death and grief.

Palliative care ad taps into changing attitudes to dying

Modern homesteading has entered the public consciousness, and a budding community of young male creators is building an online niche around their efforts to live off the land. With ongoing systemic failures driving down faith in institutions, interest is growing in more self-sufficient lifestyles.

Off-the-grid homesteaders promote autonomous living

South Koreans’ notion of the ‘home’ is changing with the times. As the nation’s decreasing birth rate is challenged by the rising demand for single-household apartments, people are evolving their interior design choices to meet their needs within city high-rise complexes.

How are South Koreans designing their homes?

An emerging wave of content creators is drawing attention to ‘unschooling’, a flexible education system that rejects the standard syllabus. After significant pandemic learning losses, Gen Alpha's education remains a topic of concern, and parents are seeking alternative learning methods.  

‘Unschooling’ influencers promote flexible learning

In 2024, Australians will navigate the balance between their deeply held values and economic realities. While their decisions mirror their desire for societal change, the cost of living crisis has shifted priorities. How do these dual realities shape people’s lives and decisions amid trying times?

A Cultural Snapshot of Australia: 2024

Fashion fans looking to sleep in style are fuelling growth in the nightwear category and driving fresh demand for premium offerings. As disconnecting from busy digital lifestyles becomes increasingly difficult, people are increasingly viewing relaxation as a symbol of luxury. 

Bedcore sees premium shoppers elevate their sleep style

Ad Council has launched a new campaign designed to highlight the barriers LGBTQ+ people face in their pursuit of equality. Taking an emotional approach, it looks to open people’s eyes to the injustices impacting so many and take action to ensure everyone has the opportunity to pursue their dreams.

'American Dreams' calls for year-round LGBTQ+ support

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 wedding conventions of a new generation are beginning to take shape as Gen Zers start tying the knot. In line with a broader shift away from the overly polished visuals of the 2010s, wedding content is growing increasingly unfiltered as fiancées adopt a curated anti-curation approach.

Gen Z weddings reflect new modes of social performance

Young men and boys are feeling left behind in societal conversations while grappling with what it means ‘to be a man’ today. To understand the challenges they’re facing, Canvas8 spoke to journalist Ruth Whippman about what can be done to foster inclusive and supportive conversations for their development.

Ruth Whippman on the challenge of impossible masculinity

Sexual wellness and health have become intrinsic to self-care, and no one believes this more than Gen Z. Yet the current sex tech market is dominated by cis-het men, leaving the sapphic sex toy sector seriously lacking – but lesbian-led Ma Joie is innovating in a bid to shake things up.

Why Ma Joie is innovating in the sexual wellness space

As Gen Zers engage with slower, mindful lifestyles, phillumeny – the art of collecting matchboxes – is increasingly gaining popularity. Driven by a desire for connection and shared memorabilia, people are looking for brands that can bring discovery and adventure to niche interests.

Matchbox mania speaks to Gen Z love of memorabilia 

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

Gen Z is increasingly embracing celibacy, viewing it as a path to personal growth and self-discovery. Influenced by mental health awareness, shifting social norms, and more individual goals, why is Gen Z deprioritizing traditional sexual and romantic relationships? And what does it mean for brands?

How Gen Z seeks empowerment through celibacy

As more Chinese women advance in their careers, many are splurging on themselves. More than just shopping, these purchases are forms of self-care and self-discovery. In 2024, a ‘she-economy’ is rising in the country, with brands specifically targeting women and their new wants and needs.

Exploring China’s surging she-economy

Dolce & Gabbana has unveiled its latest fragrance, Fefé, an alcohol-free mist for furry friends. People are increasingly obsessed with their pets, and this perfume for already well-groomed and well-dressed pooches demonstrates the deepening care and attention owners are bestowing on them. 

Pup parents can now spritz their pals with D&G perfume

Amid a global loneliness epidemic, people are turning to AI for company. Loverse, a Japanese AI startup, offers digital companionship to singles, including LGBTQ+ and female users. This shift reflects new communication norms and a growing reliance on AI to combat feelings of isolation.

AI dating app helps young Japanese people with flirting skills

India is in the thick of the monsoon season, and Amazon has released an ad that speaks to the importance of rekindling community during this time. In a market where local resonance is key to winning with shoppers, global brands are zeroing in on specific cultural codes to strike relevance.

Amazon humanises Indian e-commerce with local stories

Friend, an AI-powered wearable pendant, has just entered the market. It does not aim to help people be more productive but rather to curb their loneliness. While friendship remains in flux for people of all ages, it’s unclear if they will accept AI companionship as a substitute for the real thing.

Friend is an AI-powered wearable to cure loneliness

Indianapolis Public Schools will support US parents with Back to School Nights, a space to meet teachers and pick up school supplies. The move recognizes how urgent it is to support caregivers from underserved communities, alleviate financial burdens, and ease overstretched wallets.

IPS Back to School Nights support stretched parents 

Why are Chinese people becoming reluctant to get married and be parents? This report delves into the social, economic, and cultural reasons behind their decision and how this affects the country’s landscape and brands looking to tap into the second-largest economy in the world.

Why raising a child is no longer a must in China

Increasing awareness, economic independence for women, and a celebrity maternity culture are making pregnancy ‘cool’ in India, leading to tremendous growth in the maternity products and services market. What does this mean for brands looking to break into the country’s health and wellness sector?

How maternity products are changing India’s pregnancy landscape

With influencers like Nara Smith and Hannah Neeleman glamorizing rigid gender roles, ‘tradwives’ are firmly in the spotlight. Is this trend reflective of a move toward traditional values, a slower pace of life, and the rejection of hustle culture? And what does such content say about society?

Who are the internet’s tradwives?

On the seventh month of the lunar calendar, Chinese communities all over the world pay their respects to the departed as they roam the earth to be with their families and friends once again. But times – and people’s values – are changing. How do Chinese people observe Ghost Month in 2024?

How can Chinese people keep the spirit of Ghost Month alive?

Amid looksmaxxing trends, young men are grappling both with the online narratives of toxic masculinity and the gendered cultural and economic expectations projected by society. Canvas8 spoke to British Gen Z men to find out what masculinity means to them and how they like to express it

How are young British men redefining masculinity? 

Gen Zers are often at the forefront of micro-trends heralding new archetypes of masculinity, from ‘hot rodent men’ to ‘golden retriever boyfriends’. But how are Gen Z men navigating the tricky terrain of shifting masculinity in an increasingly polarized and atomized society?

How are young American men redefining masculinity? 

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

Pampers has sought to bridge childcare gaps at the Paris Olympics by opening the first nursery for children of athletes. As people redefine work-life integration, brands can pioneer inclusive solutions that seamlessly blend career and personal ambitions with family commitments to establish trust.

Pampers bridges childcare gaps at Paris Olympics

Do people value creativity over convenience in their homes? How are older generations redefining care and retirement? In what ways is the shift in modern masculinity impacting relationships? Where is the perfect balance between social connections in the online world and IRL?

Home and Relationships Sector Snapshot: July 2024

In today’s hyperconnected world, people are growing tired of constant scrolling. Many are starting to realise that nurturing pockets of community outside of their devices is crucial for a healthy and balanced lifestyle. However, while people are prioritising IRL connections, many are also reconsidering what they want from social media.

Disconnect, Reconnect

Masculinity is evolving. Women, gender-diverse, and queer individuals are challenging traditional archetypes of stoicism and dominance, and symbols of empathy, fluidity, and vulnerability are gaining cultural traction. This, in turn, is affecting the dynamics of parenting, sensuality, and connection among men.

Evolving Masculinity

Increasing longevity is changing how people perceive ageing, retirement, and family relationships. On the one hand, Boomers and Older Adults are showing they’re no strangers to sports, communal gatherings, and romance, but on the other, the senior care system has yet to adjust to extending life spans and meeting their full range of needs.

Senior Shifts 

As the permacrisis continues, people are not only seeking a sense of safe refuge in their homes – they also want to express themselves and indulge in fun and creativity while curating their spaces. Prioritising convenience and practicality is still crucial, but the drive for uniqueness and playfulness is catching up.

Creative Homes 

The Sims 4 Lovestruck Expansion Pack allows gamers to play out their relationship ideals with various Sims. As relationship norms diversify and more expansive dynamics mainstream, people want their reality to be reflected in the media they consume and the games they play.

The Sims 4 update celebrates alternative relationships

The pregnancy looks of major fashion tastemakers are influencing a more daring approach to maternity style. As traditional family dynamics evolve with a new generation of parents, the archetype of the mother is being redefined in a way that balances parenthood with personhood.

Fashion it-girls tap into shifting notions of motherhood

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.