Stefan Kelly is a Senior Behavioural Analyst at Canvas8. Stefan has a background in behavioural science and psychology, and has spent most of his career researching how people form beliefs and make decisions. Now he spends most of his time trying to understand the interactions between identity, uncertainty and culture. After work, he's likely reading old psychiatry blogs, scouring 2nd hand clothing apps, or failing to get Arsenal tickets.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Collective Equity

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

India

United Kingdom

Beauty providers

Henna, a traditional art form for decoration and celebration, is being modernised by a new wave of artists. With younger generations embracing novel modes of expression while still respecting their culture and traditions, henna serves as a powerful marker of identity and community connection.