Branded merchandise was once solely found at business conventions and in the wardrobes of fervent fans, but it’s enjoying a renaissance as Gen Yers and Zers seek new ways of expressing their identity. What does this resurgence reveal of the shifting nature of consumer-brand relationships?

Membership schemes and referral bonuses are just a few of the ways brands try to boost shopper loyalty – but are they enough to forge long-term commitments? Canvas8 spoke to Debra Grace, a marketing professor at Griffith University, about how to measure people’s relationships with brands.

With public resources stretched, COVID-19 has created opportunities for brands to demonstrate their pro-social values. But how are people evaluating their responses to the crisis? Canvas8 spoke to 16 Britons and Americans to learn how brand actions may affect customer loyalty in the future.

People are becoming increasingly aware of what brands are doing behind the scenes. But what would cause shoppers to stop supporting them? Canvas8 surveyed 4,982 Americans and spoke to eight people to find out what they would do if a brand did something that didn't align with their values.