Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

People have high expectations of brands, with one bad experience enough for some to make a switch. But research suggests that a tactful apology can win back business. Canvas8 spoke to Dr. Subimal Chatterjee about how different ways of saying ‘sorry’ can inspire forgiveness in particular mindsets.

After standing by its decision to keep stores in Russia running, Uniqlo has since ceased operations in Russia. As the number of brands showing their support for Ukraine grows, public responses suggest brands that backpedal after committing to staying open in Russia may experience consumer backlash.

The humanitarian crisis in Ukraine has led to a novel form of donating money, as people book Airbnb in the country with no intent of using them. For some, this creates a better sense of connection with those they are helping, removing a layer of the anonymity involved with regular charity donations.

COVID-19 could potentially reshape people’s shopping habits based on the way that businesses respond to the crisis. Canvas8 spoke to semiotics expert Soma Ghosh to learn how brands are honing their communications to reassure and empower audiences – and win their loyalty in the process.