While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?

Making good on their pledge to put more women in ads, The North Face’s 'Move Mountains' campaign features diverse and complex stories of female athletes. The ad responds to consumer expectations for more nuanced representations of women and girls in active lifestyles.

Behavioural sciences have been applied to advertising for nearly 50 years, but industry-wide adoption is slow. Canvas8 spoke with Richard Shotton, author of The Choice Factory, about how behavioural sciences can help advertisers to innovate their practices to meet the challenges of tomorrow.

When an NHS worker tried to introduce ‘Tube Chat’ badges to encourage conversation on the Underground in 2016, it didn't go down too well with famously anti-social Londoners. But 2017 could prove a better year for Tube etiquette, thanks to an official badge for people with hidden disabilities.