As many as 28% of Americans would consider moving to Canada rather than remain a US citizen under the dictate of Donald Trump. Air Canada has pounced on this opportunity to sell flights to America’s northern neighbour. But should brands really delve into political discussions?

As Americans prepare to elect a new president, what qualities are they looking for in their future leader? What values do they idealise, and what traits are non-negotiable? Canvas8 sat down with 20 men and women from across the US to find out what they think makes prime presidential material.

Disenchanted with the political establishment and underwhelmed by the candidates, many Gen Yers are seeking alternatives in the 2016 election. With this cohort’s support key to winning the presidency, what can each party do to appeal to America’s newest and most influential voters?

Pre-apocalyptic ‘prepping’ is an industry valued between $500 million and several billion in the US alone. At the peak of the Ebola outbreak, Amazon US sales of full-body protective suits shot up by 131,000%. Influencing the way we buy, the apps we download and even the holidays we take, is paranoia altering society for good?