In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

Glossier and Lego may be worlds apart in terms of product lines, but both boast vibrant online communities where fans share tips and suggestions with like-minded individuals. How can other brands foster a similar level of digital engagement? And how can these groups evolve beyond mere discussion?

Pantone’s 2022 Colour of the Year, Very Peri, has been formulated to reflect the growing visibility of the metaverse in the everyday and a desire for serenity amid pandemic-era chaos. As people continue to self-express through non-verbal cues, colour is proving its clout as a way to convey identity.

When Gen Yers adopted a hue of pink that became associated with their generation brands like Glossier soared in popularity as they bought into the pink aesthetic. Gen Zers are switching things up by picking green as their go-to colour for beauty products.

With consumers freer than ever to voice their dislike for companies, how should anti-brand communities be approached? Canvas8 spoke to Cleopatra Veloutsou, a professor of brand management at the University of Glasgow, to understand how digital spaces turn individual voices into collective clout.