Rachel Choi is a Behavioural Analyst at Canvas8. With a degree in Archaeology and Anthropology from Oxford University, she has an interdisciplinary understanding of behavioural and cultural patterns across societies. She has a love for stories that capture the nature of human experience, through writing, media, or material culture. Outside of work, you can find her attending exhibitions, oscillating between overthinking and head-empty-just-vibes, or rewatching her favourite (usually Studio Ghibli!) films.


People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

Reality Split

Gen Z (born 1997-2010)

United States

Gaming

Apparel and department stores

Specifically targeting back-to-school season, Walmart has launched a 

 experience for teenagers titled 'Supercampus'. As young people spend more and more time in digital environments, brands are finding fresh ways to engage with them through immersive and seamless in-game experiences. 