John Firth is a behavioural analyst at Canvas8. He holds a master’s degree in research methods and previously studied sociology. When not working, he can be found galavanting around London pubs with friends while trying to informally promote rugby league to anyone willing to listen.

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Polarised Populations

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Collective Equity

United Kingdom

Community and grassroots

Research has shown that Britons are becoming less accepting and more prejudiced towards trans people – despite becoming more liberal towards other issues. The results show how contentious people find specific topics and demonstrate the need to do better to stamp out discrimination.