Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Olivia Rodrigo and her deeply personal music have become a talisman of authentic storytelling for Gen Zers. The ubiquity of her music on social platforms points to a digital-first, proudly vulnerable type of confessional teen angst, signaling how Gen Zers create cultural moments.

The ‘death of the #girlboss’ has galvanised conversations about White feminism and how it fails to advocate for women from historically marginalised communities. Canvas8 spoke to author and journalist Koa Beck about her book White Feminism and why brand allyship should be intersectional.

Gen Zers are not on board with the trope of the Gen Y 'girlboss’ – but the culture of self-optimisation is still alive and well online. People are pushing back against this using the ‘that girl’ TikTok aesthetic, enabling them to prioritise actual wellness over relentless self-improvement.

Keen to carve out their own identities, Gen Zers are making fun of Gen Yers' obsession with conforming and being on-trend with mainstream culture. Ferne Cotton, UGG boots, and Marc Jacobs perfume are just some features of 'cheugy' (chew-gee) or basic Gen Y behaviour.