There's one rule that explains how trends catch on; visibility. And more than half of us are now willing to pay more for products that are visibly socially responsible. Professor Lynn Kahle, who studies brand values, explains to Canvas8 why a brand’s values matter and how they influence people.

#DeleteUber marked a turning point in online activism, with social media users banding together to take the moral high ground against Uber's badly-timed promotion. But did people ditch the app because they genuinely disagreed with the brand’s actions, or so they could post about it on Instagram?

In 2009,Good Hairlaid bare the $684 million black hair care market, detailing the lengths black women go to achieve beautiful barnets. But with natural looks on the rise – 70% of black women currently wear or have worn their hair natural – are the days of chemical relaxers and $1,000 weaves over?

Research on brand imagery shows that it's no longer considered radical to present a company as pro-diversity. With well-rounded imagery increasingly seen as the only accurate depiction of society, inclusive campaigns are becoming the standard, rather than a statement.