Demographics have long been used to target advertising, but the internet has enabled ‘behavioural targeting’, based on the online behaviour of a user. A new study has shown that being flattered by the reasons we’ve been targeted for an ad may actually make us more likely to open our wallets.

Eco-friendly products have created a lot of buzz in recent years, but are environmental benefits a bonus or a necessity for consumers? Survey results suggest that for brands in the food and drink industry, a sustainable approach is now a must-have in order to please ethical shoppers.

Native advertising has exploded over the internet in recent years. But for many consumers, figuring out what’s been paid for and what’s strictly editorial can be confusing. Nathaniel Evans, who studies the phenomenon, explains to Canvas8 why people often don’t recognise sponsored content.

Been for a run? Have a Mars bar. Donated to charity? Splurge on a dress. A growing body of research has highlighted an interesting quirk of human behaviour – moral licensing. Dr. Paul Conway, who studies the psychology of morality, explains to Canvas8 how good actions license bad behaviour.