As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

With the incoming 2022 Brazilian election, internet meme culture – that once helped the current president into power – is now being used to mock, and many hope, to oust him. As memes act as a second online language, their cultural relevance is driving heightened political engagement in Brazil.

How is the cost of living crisis creating a shift in values? Why is a lack of agency shaping people’s working lives? What new narratives are becoming the norm for families? This Cultural Snapshot uses local stats and case studies to explore the behavioural norms shared by people in the UK in 2022.

With misinformation seemingly ever-present on social media, many people are feeling frustrated trying to decipher fact from fiction. Following on from tracking this behaviour in our Communications Sector Snapshot, Canvas8 spoke to eight Britons to understand the impact of fake news.

In the lead-up to the 2022 Australian election, the already-popular trend of making Simpsons memes around current affairs cascaded from niche online groups into mainstream political discourse. The perennially popular show is driving political engagement and captures weary young people’s sentiments.