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.

The wealth of info available online has made it so businesses can no longer hide behind false displays of virtue. But how do people react when a brand they like steps out of line? Canvas8 surveyed 4,400 Britons and spoke to eight people to learn how they use their voices and wallets stand up for their values.

With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.

Authenticity has long been a buzzword in marketing, but with 51% of people saying that less than half of brands create ‘authentic’ content, there’s a significant disconnect with audiences. Canvas8 spoke to Dr. James Oakley to find out what factors affect whether something is seen as genuine.