Inês Fressynet is a senior behavioral analyst at Canvas8. Following a career in digital and broadcast journalism, she was drawn to cultural insights and strategy. She has carried out numerous qualitative and ethnographic research projects with a global perspective thanks to her fluency in three languages. In her spare time, she can be seen practicing headstands or reading French literature.


The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

Generation Sell

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

United Kingdom

Beauty providers

Apparel and department stores

Savings and investments

Deals expert and TV presenter Chloe Carmichael has been enlisted by Superdrug to showcase the retailer’s most attractive discount opportunities. The initiative recognises how beauty buyers are turning to cheaper products and seeking relatable advice in response to the cost of living crisis.