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.

From the record-breaking Black Panther, to viral ‘Black Twitter’ memes, it’s clear that black Americans are cultural catalysts. Canvas8 talks to Jerome Williams, marketing professor at Rutgers University and founder of Walker & Company, Tristan Walker, about how black Americans are influencing culture.

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.

US beauty brand SheaMoisture is looking to desegregate the hair care aisle, ensuring that 'ethnic' items are not alienated from other products. But its latest campaign featured almost entirely white women, spurring backlash from its traditional consumer base of African Americans.