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?

The social media era has made it easy to discover skincare products, yet while influencers and media outlets champion various high-priced and hard-to-find items, a growing number of TikTok users are turning to their local drugstore. Why are ‘skintellectuals’ snapping everyman brands?

When it comes to drivers for trying and buying new products, shoppers are increasingly turning to YouTube and influencers for suggestions. With expectations of authenticity and relatability high, people are turning to social media platforms and personalities to inform their purchase decisions.

Compared to past generations of teens, Gen Z’s aesthetic ideals are distinctly low-key, with the pursuit of an inside-out glow meaning that cosmetics purchases tend to revolve around intelligent skincare routines. So, how does make-up fit into this minimalist approach to beauty?

Balancing privacy concerns with optimal experience has been a challenge for digital marketers. But when or why are ads seen as more acceptable by consumers? Canvas8 spoke to Dr. Tami Kim, assistant professor of marketing, to understand why people feel negatively about targeted advertising.