Elly Lau is a Behavioural Analyst at Canvas8. With a degree in sociology and Japanese studies from the National University of Singapore, she operates at the intersections of cultural insight, strategy and storytelling. Armed with a uniquely APAC perspective, Elly has conducted research on DIY media in Singapore and East Asian art history. She also writes a music criticism newsletter in her spare time and is a lifelong defender of fangirl culture.

 has become somewhat of a meme, the implications of the literacy crisis are dire. A report from the 

 puts this into perspective: one-third of children in Western Australia cannot read at their expected level, and nearly 90% of 15-year-olds are incapable of reading at an advanced level. "We need to transform the way we teach reading in school so that every child gets their best chance in life," says Dr Jordana Hunter, education programme lead at Grattan. But even as public education systems are slow to reform and teachers 

, the mainstreaming of hybrid learning and ed-tech demonstrates just how much of an impact positive learning environments can have on young children. To this end, brands like 

 are stepping up to design conducive, holistic learning spaces that are sensitive to kids' psychosocial and developmental needs. Ultimately, there's an opportunity for brands to help Gen Alpha derive 

 and to involve them as co-creators of their educational journeys, not as passive recipients of knowledge.

While iPad kid syndrome is undoubtedly a cause for concern, brands show how a digital-first approach to education can enrich engagement when done intentionally — think 

e.l.f. unleashing Alphas' entrepreneurial side

podcast offers a creative alternative to screen time while still immersing young listeners through digital storytelling. And with Alphas already 

 in their early adoption of the latest tech, there's also an opportunity to 

 that can tailor learning outcomes and develop more interactive learning environments for students. That said, IRL immersion remains vital for a generation still wrestling with the impacts of the pandemic's disruption of their early years. In the Philippines, 

 is cultivating young Filipinos' love for reading through lively events and activations to tackle the country's illiteracy epidemic.

Permacrisis is introducing Gen Alpha to sociopolitical realities at a very early age, and they see themselves as global citizens who have the power to create more equitable futures for all. There's a demand for socially conscious education, but as schools become battlegrounds for the culture wars, 

educators increasingly find themselves hard-pressed

 to speak about issues. In the gap, brands are parsing real-world issues into teachable moments that feel fun without undermining what's at stake. For instance, 

 has launched a children's book about sustainable eating, while 

 is spotlighting Indigenous land sovereignty through in-game exploration. At the same time, with 

 already worrying about the world they’ll inherit, there's a need to balance exposure to real-world issues with 

. As such, brands should be seeding hope and optimism in young minds, not worsening the doom and gloom. The children's multimedia series 

 is a great example, reframing environmental action as a zany adventure through the eyes of a time-travelling superhero.

of Gen Alphas globally are unsatisfied with the sustainability education they receive in school

Forest schools across the country have seen demand increase since the pandemic as children take their learning outside the classroom. But how is spending time in nature changing how Gen Alphas are developing? And what initiatives can brands take to support outdoor discovery in kids’ early years?

Why early-years learning is going wild

As global leaders attend COP28, Future Chicken is preparing young kids about the possibilities of a sustainable future, combating eco-anxiety in Gen Alpha with tech-based solutions. Created by Catherine Winder, the show aims to empower children with environmental literacy.

'Future Chicken' tackles climate doomism among Gen Alpha

More and more Gen Alpha gamers in Southeast Asia are finding support and community via online games, creating multiple opportunities for brands looking to join the fun. Savvy marketers have begun partnering with popular Twitcher streamers and YouTubers, tapping into the gaming community's idols.

Why games are the new social media for Southeast Asian Gen Alpha

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

The Labour government has announced plans to tackle youth unemployment through a job market reform. Measures include overhauling the health and disability benefits system and boosting mental health support. The move is an attempt at closing the accessibility gaps preventing Gen Z from employment.

Poor mental health is key driver of youth unemployment

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

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

A study has found more Gen Zers are concerned with AI replacing them at work than their older CEOs are. As workplace requirements and dynamics continue to shift, these findings highlight the importance of establishing confidence in employees through meaningful upskilling and AI guardrails.

AI anxiety hits Gen Z workers harder than their bosses

AI is the predominant tech topic in Australia today but a dearth of workers are properly trained to use it to the fullest. This is due to a long-standing focus on theoretical learning rather than practical. However, AI itself may bridge this gap and empower Australians to bolster their economy and contribute to the country’s collaborative working culture.

Where do Australians want AI in the workplace?

Singer Kate Nash started a 'Butts 4 Tour Buses' page on adult content subscription platform OnlyFans to ensure good wages and travel for her band and crew on her upcoming tour. The move has sparked online debate about exploitation and commodification in the music industry and sex work more broadly.

Kate Nash's OnlyFans page sparks exploitation debate

When French-founded firm Duralex faced bankruptcy, its employees stepped in, forming a cooperative to modernise the brand while preserving its world-renowned heritage. This decision reflects a rising collectivist spirit, reshaping trust and resilience amid global instability.

Duralex employees unite to save company and its heritage

The Gen Z-led trend of 'throning' involves dating less for love and more to boost one's social or professional status. Driven largely by women, this shift challenges 'girlboss' ideals, with leveraging a partner’s status seen as a life hack rather than an anti-feminist approach.

Throning trend shows Gen Z's desire for status over love

The rise of AI hiring tools and AI in the workplace is resulting in discrimination against older workers. As new technologies present a host of opportunities and challenges, there is a growing demand for business practices that prioritise AI inclusion and education for older professionals.

Older workers face exclusion due to AI bias 

An ageing population and overtime laws are placing pressure on Japan’s trucking industry, with the country projected to have 36% fewer truck drivers than needed by 2030. A new automated cargo transport corridor solution hopes to tackle labour shortages while reducing carbon emissions.

Conveyor belt road proposed to ease trucker shortage

With a new name and renewed vision, Q Rising has launched a talent incubation and mentorship programme with Lagos Fashion Week. The initiative will equip local African designers with opportunities, knowledge, and resources at a time when there is a growing appreciation for locally made products.

Fashion incubator seeks to bolster African designers

Some disillusioned workers in France are travelling out of the city to work the soil – but only for a few days a week. Seeking both meaning in life and financial stability, these workers are contributing to the popularity of multi-hyphenate careers spanning both urban and rural environments.

French seek meaning and money through part-time farming

Passionfroot is an online marketplace aimed at connecting brands with business-focused content creators. As the creator economy continues to grow, there's an opportunity for brands to level the playing field for creators from diverse backgrounds by offering more ways to monetise their skills.

Berlin start-up launches digital marketplace for creators

Enterprise Flex-E-Rent has recruited a new cohort of 15 apprentices in the UK and Ireland to join its two-year HGV mechanic or panel beater apprentice programme. As people seek alternative career trajectories, brands are providing training and development to become part of a skilled workforce.

HGV apprenticeship programme supports practical careers

More companies are giving employees election day off, encouraging them to volunteer, or hosting nonpartisan info sessions. Brands supporting meaningful civic engagement during social and political turbulence demonstrates a commitment to democratic values and employee empowerment.

Brands support employee civic engagement for elections

AI-powered job application bot ‘AI Hawk’ is helping thousands of people apply for jobs on Linkedin. Frustrated by impersonal hiring practices - which increasingly use AI software in the screening process - people are using the bot to outsmart a system they feel is rigged against them.

Job-application bots are gaining traction

As post-pandemic revenge travel slows, increased demand for corporate retreats is fuelling a welcome uptick in group bookings for the hotel sector. Amid an ongoing pushback against return-to-office mandates, the trend hints at a need for ‘new normal’ solutions to boost workplace cohesion.

Corporate retreat comeback offers boost to hospitality 

Americans are deeply aware of AI's impact on the job market, and many are keen to upskill so they don't fall behind. But soft skills also remain in focus across generations. Canvas8 spoke to Gen Zers and Xers from across the US to understand their outlooks on the shifting careers landscape.

How are Americans staying ahead of the job market?

As technology transforms the job market, people are striving to future-proof their skill sets. Canvas8 spoke to nine Britons from Gens Z and X to find out what they want to learn and which qualities they prioritise as they navigate drastically different stages of their careers.

How are Britons staying ahead of the job market?

Airtasker allows users to outsource home tasks and chores, offering convenience for busy Aussies and income opportunities for gig workers. The platform’s huge popularity in Australia and ongoing global expansion highlight the rising role of task outsourcing in people’s busy modern lives.

Why Airtasker outsources chores for busy Australians

How are people future-proofing their employment? What kind of support do parents need to prepare Gen Alpha for their career journeys? How is anti-work sentiment shaping better office environments? And what do employees want from gender equity measures?

Careers Sector Snapshot: October 2024

Despite strides taken to ensure equality for everyone, gender parity is far from being achieved in the workplace. Moreover, political polarisation and fast-paced online discourse mean that brands find themselves struggling to find a stable stance on these matters. Still, advancing equity remains paramount, especially in ways that are informed by employees’ demands.

Gendered livelihoods

The world is changing – and, with it, the careers sector. As Gen Alphas come of age in an AI world, their expectations when it comes to learning, training, and work are being reshaped right before our eyes. But these changes affect not only the younger generations but also anyone already in the workforce, as upskilling and retraining become essential for success.

Future thinkers

Parents want to set their kids up for success in their education, but challenges abound, from ensuring their youngsters are exposed to different perspectives, to buying expensive school supplies. Parents feel stressed, overwhelmed, and unsure how to navigate a shifting landscape, and this presents an opportunity for brands to support them more effectively.

Parental support

People have been questioning the structures and systems around education and careers, and it's reaching a point where companies are being forced to adjust. With the allure of freedom and autonomy offered by freelancing and non-traditional career paths, companies are looking to attract people to permanent roles and the office.




Better work

JobJump, a trending AI tool for interview prep, exemplifies a broader shift toward tech-driven problem-solving. As people seek to outsmart traditional systems, AI assistance in professional settings raises questions about authenticity in a growing culture of using tech to get ahead.

Live AI can help candidates cheat in job interviews

Demoralised by their career situations, many young Chinese are retreating from large cities to the countryside. This reverse migration might prove to be only temporary, but it highlights a growing desire to break with the career-centric life choices of previous generations in China.

Young Chinese rethink life choices away from cities

Latin American SMEs, key to the region's economy, face limited access to credit and complex regulations but many are leveraging fintech, digital connectivity, and new educational models to drive growth. Can they unlock their full potential and spark a local economic renaissance?

What do Latin American SMEs need to thrive?

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

Asics is continuing its Movement for Mind initiative through a foul-mouthed campaign starring Succession star Brian Cox, who encourages workers to escape their desks and get some exercise. People are emphasizing their fitness and mental health, so wellness is no longer separate from work.

Asics calls for workers to move for their minds

ASDA is tackling food waste and sustainability issues through an educational programme. As people become increasingly aware of environmental challenges and seek ways to contribute to sustainability efforts, brands can provide guidance and career and education opportunities.

ASDA trials educational sustainability 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

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 

Data shows that Gen Z is prioritising personal growth and work-life balance over traditional career trajectories. In light of this, companies may need to rethink their organisational structures and career development paths to attract and retain this generation of workers.




Gen Z is consciously "unbossing"

The 2024/25 Generational Snapshot of Gen Z looks at this cohort’s yearning for nostalgia and tangible experiences, the shifting nature of wellness towards being a 24/7 pursuit, young people’s evolving demands from the working world, and attitudes towards politics in a polarised landscape.

2024/25 Generational Snapshot of Gen Z

The latest promotion by Pizza Hut delivers pizzas with resumés printed on the boxes to prospective employers. This move aims to support job-seekers amidst the key hiring season and challenging job market while building brand loyalty among customers.

Pizza Hut supports job-seekers with resumés on boxes

Between a changing work environment and government cuts, young creatives in the UK have lost vital opportunities to connect and advance their careers. Digital spaces are stepping in to fill these gaps, but how can brands connect with these groups to foster creativity and a sense of community?

How digital spaces are reconnecting young creatives

Deloitte UK is rolling out a progressive family leave policy giving all parents 26 weeks of paid parental leave, catering to a growing demand for improved work-life balance. This move also demonstrates the importance of gender equality and shared parenting responsibilities.

Deloitte UK introduces equal paid parental leave

A Leeds-based band have taken home this year’s Mercury Prize, citing regional funding as a key driver in their success. With the creative industries in flux, brands can forge authentic connections with local creative communities by helping fill the gap in material support.

Mercury Prize win highlights gap in creative funding

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

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

A growing number of Gen MZ (Gen Y and Z) employees in South Korea are choosing to forgo promotions in favour of investments and side hustles. Youth in the country are pushing back against the extreme hustle culture, seeking work-life balance and financial gains outside of their jobs.

South Korea's Gen Y and Z choose side hustles over promotions

Asda Opticians has launched a new apprenticeship programme, giving optical assistant colleagues the opportunity to become a dispensing optician. Initiatives like these provide an opportunity for people to gain skills to progress in their careers, supporting those who choose alternative pathways.

Asda Opticians launches apprenticeship programme

Will universities survive the move away from traditional education? Will unequal technological upskilling perpetuate polarisation? In this part of the 2025 Expert Outlook, we speak to three experts about the rapidly changing state of play in the careers sector.

2025 Expert Outlook on Careers

Substack was founded as a writing platform, but it's quickly becoming a community and identity-building hub for influencers and brands by introducing new features like podcasting and video. What does this say about what American creators are looking for in their online channels?

How Substack reimagines the newsletter as a brand-building hub

As Canva expands its footprint in the UK, its generative AI model is being embraced by creatives using the accessible graphic design platform to increase their productivity and develop their creative potential. With tech-led innovations being adopted by more workers, how are working norms shifting?

How Canva is using AI innovation to empower UK workers

Amid a nationwide tendency for long work weeks and rigid hierarchies, Suntory stands out in Japan for all the right reasons. The worldwide beverage giant has an employee-first philosophy, treating mistakes as learning opportunities, aligning with Japanese employees’ desire for psychological safety.

How Suntory is helping Japanese people unlearn perfectionism

Nearly half of American adults say they’re planning to leave their jobs next year, with Gen Z respondents leading this trend. Disillusioned by traditional corporate culture, young workers are seeking more fulfilling ways to work and pioneering a shift in attitudes towards employment more broadly.

US Gen Zers are planning mass resignation

More than half of US parents report needing financial assistance to buy the technology their kids need for their education, a worrying statistic as the back-to-school season kicks off. As tech becomes more essential in schools, parents seek reliable and affordable products for their kids.

US parents face financial barriers in buying tech for kids

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

Freelance job platform Fiverr has launched a new campaign underscoring the value of freelancers, tapping Martha Stewart to draw attention to the importance of utilizing talent properly. As freelancing grows as a career path for Gen Z, brands are struggling to identify and use talent.

Fiverr highlights underutilized talent in new campaign

After years of being among fashion’s major influences, streetwear has been toppled by ‘corpcore’ according to a  2024 report by The RealReal. Driven by Gen Z’s presence in the workplace and return-to-office mandates, people are adopting more formal styles, though not without personal expression.

'Corpcore' topples streetwear fashion influence

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

Long associated with the virtue of hard industriousness, or Fleiß, Germany is now seeing a change in attitudes toward work. Propelled by a return of unions and the sentiment of younger generations, people are seeking better work-life balance, despite alarm about economic productivity around Europe.

German Gen Z and unions drive changes to work culture

Teens are turning to summer jobs again in increasing numbers, reversing a decades-long decline. The cost of living crisis is pushing Gen Z to look for short-term work during the season. As teens look to get an early start on their careers, employers have an opportunity to attract young talent.

Cost of living crisis spikes Gen Z summer job growth

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

The UK has become a nation of side hustlers, with more people earning outside of their jobs and plenty of platforms helping them do so. From selling second-hand clothes to launching bonafide businesses, why are Britons topping up their pay, and how are their relationships to work changing?

What are the new norms of hustle culture in the UK?

Younger workers have gained a reputation for their disillusionment with work and the traditional structures that govern it. But what factors underlie these sentiments, and what do they mean for employers and workers alike? Canvas8 spoke to Dr Jared Scruggs about his research into the development and impacts of anti-work orientation.



Done with work?! The science of anti-work orientation

Gen Zers are embracing 'mini-retirements' to travel or pursue personal projects, challenging traditional work models. This trend is gaining traction on social media and reflects a shift toward valuing personal growth and experiences over continuous work, prompting companies to rethink resourcing.

Gen Zers use mini-retirements to focus on personal projects

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

Naukri, India's leading job platform, uses AI to enhance user search experiences. It offers tools for upskilling, identifying skill gaps, and recommending courses to boost employability. The nation's young population can benefit economically with the right education and employment.

How Naukri alleviates AI anxiety among Indian job seekers

The youngest members of Australia’s workforce face challenges as they find ways to make a path for themselves amid a cost of living crisis. As they navigate a competitive job market, they are unafraid to break down long-standing norms to find career options that suit their goals and preferences.

What’s driving Gen Z careers in Australia?

Amid South Korea’s economic downturn and shifting job-seeker preferences influenced by a low unemployment rate and traditional workplace norms, JobKorea launched AI-driven recruitment services to improve the emerging employee experience. What does this say about the job market in South Korea today?

How JobKorea fosters AI trust and job autonomy in Gen MZ

PepsiCo has launched the Planting Pathways initiative to provide opportunities for under-supported and early-stage farmers in Iowa. Intersectional environmentalism is key to developing a diverse and resilient ecosystem, and people are looking for targeted and holistic help from businesses.

PepsiCo pledges to support local farmers

Careers

People are looking for more positive, active learning spaces within Gen Alpha education

Gen Alpha is facing a global literary crisis after the pandemic hampered their learning and development skills, with young children particularly afflicted by poor mental health and social development setbacks. As a result, there’s a demand for more positive, engaged, and active approaches to education focused on real-life issues.