Tom Novak is a senior behavioral analyst at Canvas8. After completing his second master's degree in cultural sociology at LSE, he was drawn to cultural insight. Tom has conducted qualitative and ethnographic research from the plazas of Santiago to Coventry's suburbs. In his spare time, he can be seen rowing down the Thames or world-building around feminist science fiction.


Ideological binaries are shifting, and the established landscape of polarisation is on the move. For example, “Trump complicates [traditional ideas that older voters lean more Conservative] by saying things that are crazy by the measure of traditional Conservatism,” 

, the Thomas Brackett Reed professor of government at Bowdoin College. Indeed, Pew Research Center’s 

 indicates that Trump won people ages 65 and older by about four points, which is considered just a slight advantage. On the other hand, 

 are significantly less patriotic than their older counterparts and are distrustful of elites and concentrated power. This is connected to recent 

 findings that the vision of America as a land of freedom, equality, and opportunity for all is being challenged as young people from all ideological backgrounds believe the 

 is dying. Somewhat surprisingly, Gallup has uncovered a 

, with younger women trending towards liberal positions and younger men towards conservatism, calling for a growing need for healthy and practical political dialogue.

engine of political battle and social change

. When Joe Biden's presidential campaign was officially 

 about Biden's handling of the war in Gaza. Indeed, the app has galvanised a new wave of 

, with many Gen Z creators perceiving the 

 as an attempt to censor younger generations. Over in India, the government is using 

 to disrupt farmers' protests ahead of the 2024 elections. In 

, Gen Zers remain active on Twitter, utilising its features for news and engagement in sociopolitical conversations. In 2022, 

 of young Indonesians saw social media as their primary source of information, with accounts like 

 actively engaging younger audiences through political education and commentary.

New voices are emerging in the online space to reflect people’s interests, inclinations, and guilty pleasures – this includes rage-bait and contrarian arguments. For example, 

 has built a significant fanbase with her divisive antifeminist content. 

 like Glenn Greenwald, Joe Rogan, and Matt Taibbi challenge established narratives about American foreign policy, free speech, cancel culture, COVID-19, and gender and trans debates. Research conducted by Canvas8 in 2023 shows that 73% of US Gen Yers agree they like to look for alternative sources of information instead of mainstream ones. Independent presidential candidate 

unifying message on American civic possibilities are resonating with different segments of the US public. Elsewhere, 

 uses engaging videos and social media posts on theology and lifestyle to connect with and inspire a large audience of young Americans.

more likely to hold a liberal worldview than men of the same age

Media personalities like Glenn Greenwald, Joe Rogan, and Matt Taibbi are appealing to more and more Americans who are demanding honest debates around controversial topics. What does this interest in narratives beyond partisan orthodoxies reveal about people’s attitudes to the news landscape?

The rise of politically heterodox content in the US

From fuelling global protests in the wake of George Floyd’s death to driving boycotts against ‘woke’ brands, the impact of social media on grassroots movements has become impossible to ignore. Why are these channels so valued by activists? And how can brands navigate through contentious issues?

How social media became an engine for change

Despite facing various controversies, Southeast Asian Gen Zers remain active on Twitter, now known as X, utilising its features for news and video discovery. The online platform offers brands the opportunity to engage in sociopolitical conversations and tap into fandom subcultures.

How Twitter and X changed ads and news for Gen Z in Southeast Asia

Young Democrats distressed by Donald Trump's re-election have turned to ‘doom spending’ as a salve and are sharing their hauls on TikTok. The trend signals a yearning for control and comfort amid unpredictability, with people seeking immediate emotional relief through consumerism.

US Gen Zers are doom-spending to cope with Trump win

Gen Zers and Yers across the US are seemingly fleeing major cities in favor of smaller rural communities. Driven by inflationary pressures, remote working norms, and metropolitan housing shortages, the shift speaks to lingering post-pandemic desires to explore a slower pace of living.

Young Americans flock to rural regions 

Challenging the state of diversity in advertising, Unstereotype Alliance Australia has conducted research demonstrating the dearth of disability diversity. As people demand DEI efforts that go beyond the surface, brands need to ensure they are committed to representation across identities.

Advertising Down Under lacks disability representation

Research has revealed that teens in the US are struggling to identify false information online. It highlights the pressing need to help young people become discerning consumers of information, equipping them with the skills to navigate an increasingly complex media landscape.

US teens are vulnerable to conspiracy theories

Carrefour has reaffirmed its support for La Fédération Française des Banques Alimentaires with a planned €1.5 million in donations over three years. As the cost of living continues to impact people, brands are stepping up to alleviate financial and food insecurity in vulnerable communities.

Carrefour reaffirms support for French food banks

Health groups in the UK are advocating for a tax on high-salt and high-sugar foods to combat obesity, similar to the 'sugar tax' on soft drinks. However, amid widespread food insecurity in the country, this would need to be paired with efforts to make healthy food more accessible.

UK's food inequality deepens amid food tax proposals 

Democratic-voting White women are wearing blue friendship bracelets to distinguish themselves from the majority of White women who voted for Trump. It reveals a complex interplay between political expression, social identity, and the struggle to define what allyship looks like in modern America.

Blue friendship bracelets signal allyship post-election

A Graham Norton Show clip in which Saoirse Ronan calls out Paul Mescal and Eddie Redmayne has gone viral, sparking dialogue around women’s safety and male privilege. As feminist discourse gains more mainstream exposure, male celebrities face higher expectations to be authentic allies.

Viral Saoirse Ronan clip sparks male privilege debate

The Australian Government plans to ban social media for under-16s, citing physical and mental health risks. With social media consumption showing no signs of slowing globally and young people feeling deeply affected by platforms, there's a growing need for solutions to protect youth online.

Australia's under-16 social media ban sparks debate

Libraries of Things is gaining serious traction as people search for smarter, more sustainable ways to access items without the burden of ownership.

How Library of Things builds community around rentals

More than half of Australians consider the country’s income distribution to be unfair, and satisfaction with democracy is on the decline nationwide. Faith in traditional institutions is wavering globally, leading some people to turn towards anti-establishment voices for solutions.

Australians report decreased satisfaction with democracy

Jaypore is collaborating with traditional artisans like the Ghadwa community to bring India’s cultural heritage to a global audience through the art of Dokra metalwork. The partnership supports the preservation of the craft while creating sustainable income opportunities for the community.

Jaypore deeps artisanal craft ties with Dokra line

Addressing a younger, female-majority audience, podcaster and social media influencer Alex Clark is a wellness warrior and vocal conservative. As political polarization swells in the aftermath of Trump’s election victory, there is the potential for influencers such as Clark to grow in popularity.

Alex Clark brings conservatism to the wellness space

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

Analysis of TikTok feeds in the run-up to the US presidential election highlighted a distinct gap in the political content shown to men and women across the platform. With social media serving as a political battleground, the data speaks to a widening ideological divide between genders.

Gender gap emerges in TikTok political content

As people in Britain usher in Remembrance Day on November 11th, the gesture of wearing poppies in memory of soldiers fallen during past wars – once simply regarded as a patriotic act – is now viewed by some as an unwelcome endorsement of ‘Britishness’ amid declining national pride.

Remembrance poppies spark polarising nationalism debate 

BBC mini-series Mr Loverman explores a hidden decades-long gay relationship within the Windrush generation. It challenges typical narratives about Caribbean immigrants in post-war Britain, contributing to a growing trend of more nuanced, authentic portrayals of Black experiences in the media.

‘Mr Loverman’ expands British Black narratives  

America's political landscape is transforming rapidly, with the multiracial population growing from 3% to 10% since 2010. This shift, combined with digital platforms reshaping civic engagement, is creating more nuanced political dialog and challenging traditional assumptions about representation.

Political parties struggle as American identity blurs

Netflix has dropped a trailer for ‘Buy Now! The Shopping Conspiracy’, which aims to zero in on the ethical and environmental impacts of overconsumption. As critical spending habits persist following the cost of living crisis, the film taps emerging desires to opt out of harmful consumption cycles.

Netflix documentary taps anti-consumerist sentiments

Traditional political wisdom suggests that young people are more likely to vote for liberal parties at elections, with climate change and social issues causing them to lean left. However, the AfD’s popularity among Gen Zers signals a sea change in Germany. What’s fuelling this right-ward tilt?

Why are Gen Zers voting right in Germany?

Washington Post owner Jeff Bezos has defended his newspaper's decision to stop making presidential endorsements, saying the move could help restore public trust in the media. However, the immediate effect has instead been greater divisions and increased skepticism of news outlets.

Washington Post polarizes subs due to endorsement snub

Despite regulator concerns, financial company Robinhood has begun offering event derivatives that effectively allow people to bet on the outcome of the US election. With doubts brewing around the legitimacy of America’s democracy, brands are being called upon to uphold the value of voting.

Robinhood derivatives stir election influence debate

Olympian Allyson Felix has partnered with Chamber of Mothers to address a significant yet overlooked barrier to voting – childcare. The move highlights the pressing need for accessible childcare in America and the challenges parents face in balancing civic duties with family responsibilities.

Free election day childcare reduces barriers to voting

While the US presidential race pits Harris and Trump as top candidates, a significant group of young voters are rejecting these bipartisan options, driven by their progressive values. With distrust in institutions on the rise, people are taking agency through like-minded community movements.

Young voters on the left divided on voting for Harris

The New York Times has endorsed Kamala Harris with a striking text-only message, urging readers to 'Believe' Trump's stated plans. Its approach reflects a shift towards fact-centered endorsements amid eroding trust in the media, appealing to audiences' desire for transparency and direct information.

NY Times' Harris endorsement taps calls for transparency

The case surrounding Gisèle Pelicot, a woman drugged and abused by numerous men with her husband's complicity, has drawn widespread attention and condemnation in France. The media coverage and public conversation are challenging cultural norms and perceptions around sexual assault and consent.

Mass trial spotlights French attitudes to sexual abuse

Donald Trump's 2024 campaign is making a mark on the electorate via new media platforms, from Joe Rogan's podcast to influencer collabs. As both candidates embrace digital spaces and viral moments – from Harris on Call Her Daddy to Trump's at McDonald's – they're shifting how campaigns reach voters.

New media powers Trump's unconventional campaign

Political views can heavily impact dating choices, with many Americans (particularly women) considering ending relationships over misaligned values. This reflects broader trends of Gen Z women being more progressive, creating a growing 'partisan gap' in dating preferences.

American daters dump politically incompatible lovers

Political campaigns are shifting to streaming ads, reflecting evolving media consumption habits and the need to reach voters on new platforms. Since online memes and creator content are becoming key political communication tools, reaching voters through casual entertainment is the logical next step.

Political campaigners shift from TV to streaming

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

The owner of the LA Times has opted out of a Presidential endorsement, leading to staff resignations, and an instant drop in subscribers. With the election polarising voters, people are challenging brands to take a stand – and expressing their frustration where they see brands falling short.

LA Times' Harris endorse snub pushes staff and subs away

With more Americans turning to social media for political information, political memes have become a powerful force in shaping US voter perceptions and election discourse. The rise of AI-generated memes adds a new layer to this trend, raising concerns about worsening misinformation and polarization.

What’s behind the memefication of American politics?

Donald Trump has put in a shift at a McDonald's in Pennsylvania as part of his campaign trail. With people's personal finances a key influencer in deciding who they'll vote for in the US election, both nominees are trying to appeal to working class voters and show they understand their experiences. 

Trump's McDonald's shift targets working class voters

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

The Kamala Harris campaign has launched a controversial ad targeting Black male voters, using a dating game show format to encourage voting. Though part of a broader strategy to address declining enthusiasm among this crucial demographic, critics argue it's patronizing and alienating.

Kamala Harris campaign ad sparks backlash

An animated film based on research on the lived experiences of garment workers in Leicester has highlighted the human cost behind fast fashion labels. The Stories We Wear aims to raise awareness of local garment exploitation and spotlight the individual role shoppers play in the process. 

Film reveals local human cost of fashion industry

eBay has unveiled the global expansion of its Circular Fashion Fund (CFF), aiming to support fashion start-ups with circular business models. As circularity becomes an expectation across sectors, brands are showing commitment by supporting smaller businesses and collaborative innovation. 

eBay expands fund to support circular fashion 

Want to understand shifting masculine hero narratives? Struggling to get a grip on how to talk about and depict ‘maleness’? Explore our Deep Dive on masculine archetypes in 2024.

2024 Deep Dive on Masculinity 

Indonesia’s huge working-age population means it has plenty of economic opportunities. But people nationwide also face rising living costs, changing religious and cultural beliefs, and an online culture that exacerbates FOMO. This Cultural Snapshot delves into what Indonesians value in 2024.

A Cultural Snapshot of Indonesia: 2024

Widespread labour shortages and ageing populations in Europe have resulted in an urgent need for skilled migrants to boost economic growth. To tackle this challenge, Germany has approved new measures, including a new digital visa, to facilitate the migration of skilled workers from India.

Germany approves measures to attract Indian workers

Far-right groups are looking to gain control of school boards across the US, opposing inclusive policies and supporting book bans. Key electoral races in multiple states could shift the direction of education as conservatives seek influence through local engagement and disinformation.

Far-right groups seek control over US school systems

Glossier has launched a series of billboard and digital ads urging voter registration in key swing states ahead of the US election. As it becomes increasingly difficult for brands to dodge the crossfire of polarization, the campaign makes a case for doubling down on a clear brand purpose.

Glossier reaffirms brand politics in pre-election push

Research shows that over half of London-based workers earning less than a 'real living wage' have had to turn to food banks in 2023/24. As the UK's economy begins to recover, wide disparities across economic groups are persisting, leaving many in need of additional support.

Lowest paid Londoners are turning to food banks 

Young Germans are reversing the decades-long trend of declining union membership and turning to industrial action to cope with economic and workplace challenges. It's a sign of how people are seeking anchors and communities to cope with problems that are too big to solve at an individual level.

German trade unions report rising youth membership

France is trialling a complete phone ban in 180 middle schools, potentially extending the scheme nationwide in 2025, aiming to foster a healthier learning enviornment. As screen time becomes a widespread concern, parents are seeking ways to keep their kids off smartphones as much as possible.

France bans devices from schools to limit screen time

Adobe's Content Authenticity app allows digital creatives to protect and authenticate their work. As generative AI continues to challenge the norms of creativity online, this offers an accessible tool that affords people greater control and agency in a landscape in flux.

Adobe offers creators a safeguard for digital work

Cards Against Humanity has launched a provocative campaign that offers to pay non-voters to cast their ballot in 2024 and mock Trump. This reflects brands' increasing involvement in social issues, responding to younger voters' desire for authenticity while potentially deepening political divides.

Cards Against Humanity pays people to vote

Research has found that American adults prefer following pop culture and entertainment accounts over politicians and journalists on TikTok. With trust in traditional institutions on the decline, people's social media habits reflect a desire for both escapism and independent sources.

American adults avoid traditional figureheads on TikTok

Several Florida-based Tiktok users opted to ignore evacuation orders for Hurricane Milton to instead document their crisis response online. In light of a steep decline in institutional faith, some people are adopting attitudes of self-reliance and turning to social media to fill the trust vacuum.

Tiktok crisis content signals new axis of misinformation

Considered by some to be a ‘climate haven,’ Asheville, North Carolina, was hit by Hurricane Helene, leaving a trail of devastation in its wake. With extreme weather events increasingly salient to citizens, they may begin to expect climate mitigation as a minimum from the brands they shop with.

Hurricane Helene shatters myth of climate ‘safe zones’

Pandora has committed to using 100% recycled gold and silver in its jewellery, joining a wider industry effort to put sustainability first. As people become more aware of the urgency of the climate crisis, they're increasingly expecting businesses to go the extra mile to do their bit.

Pandora pledges to use only recycled gold and silver

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 

The restaurant Silo has launched a fermentation lab in London, spotlighting zero waste and regenerative culinary experiences. As people become increasingly aware of the climate crisis and food waste issues, innovative, creative, sustainable dining could provide new options for eco-conscious experimentation.

Silo tackles food waste creatively 

Mulberry has achieved B Corp certification. As luxury fashion brands are increasingly scrutinised for their sustainability and green claims, third-party certifications like these spotlight transparency, rebuild trust and help people feel safer and more confident about their choices.

Mulberry recognised for eco-commitments 

The "After Hitler" exhibition in Bonn examines the history of a post-Hitler and post-holocaust Germany as the far-right populist party Alternative for Germany gains momentum. Amid Europe's polarised political climate, brands can build bridges and foster healthy political discourse.


"After Hitler" exhibition reflects on Germany's politics

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

British Airways is investing in large projects to remove CO2 from the atmosphere. With people looking to the travel sector to take meaningful measures to curb climate impact, BA is setting a new standard for environmental responsibility with concrete steps to offset its carbon emissions.

British Airways invests massively in carbon removals

Overdrive Defense is offering Fentanyl Test Kits to promote harm reduction and drug safety to party-going Americans. Responding to 112,000 overdose deaths in 2023, Overdrive's vibrant, party-friendly branding and content meet Gen Z's expectations for empathy and social responsibility in brands.

Trendy fentanyl test kits promote drug safety awareness

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

Founded by former Obama aides, Crooked Media is leveraging its podcast network to encourage political engagement and support for electoral races. With declining trust in government and political exhaustion rising among Americans, Crooked Media aims to reinvigorate democratic participation.

How Crooked Media reengages US voters through podcasts

After more than a decade, controversial hip-hop artist Ye has returned to China to perform. Chinese fans have enthusiastically received his appearance, signalling his resurgence in popularity in some segments and a potential increase in support for international acts in China.

Ye performs in China for the first time in 16 years

How is climate change affecting people in Southeast Asia? How can companies evolve cooling technologies? And to what extent are people willing to adopt greener lifestyles? In the 2025 APAC Macro Expert Outlook, Lau Kong Cheen discusses what to expect from sustainability and business in 2025.

2025 Expert Outlook on APAC

What happens after the US election? How should brands navigate a hyper-politicised landscape? And where will the new opportunities emerge in an unstable political environment? In the 2025 US Macro Expert Outlook, Adam Berinsky explores what the US will look like in the year ahead.

2025 Expert Outlook on the USA

Actor Will Ferrell has joined forces with his transgender friend Harper Steele for a documentary centering on Steele’s experience as a trans woman in America. As trans rights continue to be called into question in the US and globally, education remains key to stopping growing prejudice in its tracks.

Will & Harper explores the trans American experience

Citizenship

People’s engagement with politics is increasingly shaped by digital tools and online environments

Political polarisation is heating up globally, especially in the lead-up to several significant elections worldwide. A generation of new tools is spawning alternative methods of delivering political messaging, further entrenching but also confusing a divided political landscape.