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.


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?

Assertive Audiences

United Kingdom

General food

Beer and cider

'Drinkflation' is the phenomenon whereby beers become weaker while becoming more costly, leading many drinkers to feel underserved. Awareness about downsized products during inflation is increasingly driving people to switch brands and prioritise budget-seeking alternatives.