As male depression gains broader public attention and young women adopt a ‘sad aesthetic’ online, brands are being challenged to consider how they communicate to an emotionally charged society. How can they help people in their quest for inner happiness and free expression?

Money can’t buy you happiness, but splashing out on a treat can sometimes be a perfect emotional pick-me-up. Canvas8 spoke to Dr. Satoko Suzuki, an associate professor at Hitotsubashi University, to discover how indulgent consumption can bring people joy and impact their overall wellbeing.

The passing of time may bring people wisdom, but it can also bring a sense of isolation. With men often less willing to openly discuss mental health matters, the UK Men’s Sheds Association provides spaces in which older blokes can bond and build, all the while overcoming their loneliness.

Low wages. Poor prospects. Constant pressure. Chinese youth are coping with their tough circumstances by adopting a bleak outlook on life known assang. Manifested in memes, pop culture and self-deprecating consumerism, how can brands use this worldview to connect with struggling citizens?