As virus-related fears and difficult conversations around racism have become part of everyday life in 2020, the British stiff upper lip has been tested. Canvas8 spoke to nine people about how their communication styles with loved ones are shifting at a time of unprecedented change.

In the wake of the Black Lives Matter movement being reignited by the death of George Floyd, brands are taking to social media to express solidarity and support. But as people expect increased transparency and accountability from companies, they are being asked to ‘pull up or shut up’.

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?

Fans, overjoyed to learn that Simone Biles was on the cover ofVogue’sAugust issue, expressed disappointment when they realized the photo was not shot by a Black photographer. This speaks to people’s mounting pressure on brands to improve representation both behind and in front of the camera.