Rachel Choi is a Behavioural Analyst at Canvas8. With a degree in Archaeology and Anthropology from Oxford University, she has an interdisciplinary understanding of behavioural and cultural patterns across societies. She has a love for stories that capture the nature of human experience, through writing, media, or material culture. Outside of work, you can find her attending exhibitions, oscillating between overthinking and head-empty-just-vibes, or rewatching her favourite (usually Studio Ghibli!) films.


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.

Shared Values

United States

Sports

Citizenship

Statista

Time2play

Research conducted by Canvas8

YouGov

The majority of Americans claim to be sports fans, often feeling a deep connection to their favorite teams and players. However, fandom isn’t necessarily forever, especially in a sociopolitically polarized landscape. Canvas8 spoke to eight sports fans about what factors impact their support.