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?

From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

From putting off marriage to ‘lying flat’, Chinese young people are quietly rejecting their country’s rigid social norms, seeking out more mindful activities, and ‘do-gooding’ on behalf of society. How is their growing sense of individualism impacting how they buy luxury?

Ferragamo is finding new footing in China with its Lunar New Year collection. The apparel line blends traditional Chinese imagery with heritage Italian design to meet the growing market of younger spenders in China, especially those looking for more contemporary cultural connections.

A rapidly growing economy and close ties to traditional values have shaped Chinese Gen Zers' values when it comes to fashion. This generation is increasingly choosing sustainable clothing and is drawn to brands that incorporate cultural touchpoints within garment designs.

After rising to international recognition, Guochao captured the attention of global brands. But many campaigns have fallen flat due to a lack of deep understanding of the concept. Canvas8 spoke to Xiaojing Huang, a renowned design strategist and trend expert, about the nuances of Guochao.