Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

BeReal is a social media app that hinges on the principle of scarcity. By limiting posts to one a day, it encourages users to share a snapshot of their daily lives in real-time rather than curating an idealized feed – a reflection of how demands for authenticity may reshape online communications.

Tired of social media feeling like a popularity contest and the pressure to post their best self, people are increasingly looking for more honest and private online connections. Encouraging people to ‘try a new account’, Instagram is nudging users into more authentic online engagement.

TikTok provided a much-needed escape for Gen Zers during the pandemic, enabling them to watch an endless stream of entertaining, educational, and immersive videos. For many, it was the go-to platform to improve their self-care routines. Canvas8 spoke to ten people to find out why.

The dominance of pseudonymous platforms – from Discord to TikTok, Twitch to Reddit – has freed up how Gen Zers express themselves online, moving away from personalisation and towards a sense of plurality. What can brands do to brush up on their ‘identity fluency’ for this ever-evolving generation?