Tom Novak is a senior behavioral analyst at Canvas8. After completing his second master's degree in cultural sociology at LSE, he was drawn to cultural insight. Tom has conducted qualitative and ethnographic research from the plazas of Santiago to Coventry's suburbs. In his spare time, he can be seen rowing down the Thames or world-building around feminist science fiction.


People are interrogating the meaning of gender in a polarised society

Byegender

People want their identities to be reflected in mainstream culture

Collective Equity

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

Global

United Kingdom

Media and Entertainment

Relationships and dating

TV, film, and social media video

 is the UK's first ever all-female and gay dating show, set to air on the BBC in Summer 2023. While the portrayal of lesbian and queer women in reality TV has been lacking, brands and content platforms now have the opportunity to centre more authentic and diverse narratives.