Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

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 Alpha (born 2011-present)

United Kingdom

Sports

Community and grassroots

Lego is celebrating young girls' potential with a campaign that demonstrates what happens when they are given the opportunity to play. Featuring mini figures of female football stars, it highlights the benefits of creative play and the role that sport plays in developing confidence.