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.

People expect brands to rise to society’s challenges

Shared Values

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

Australia

Citizenship

The Australian Electoral Commission has partnered with Snap Inc. to encourage young Australians to vote in the Voice referendum later this year. With social media proving a vital tool for education among digital natives, brands are utilising it to drive political engagement among younger audiences.