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.

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

Gen Alpha (born 2011-present)

Gen Z (born 1997-2010)

United States

Sports

Dove has partnered with Nike and Venus Williams to launch a coaching program to help young female athletes build body confidence. With low body confidence listed as the number one reason why teenage girls in the US quit sports, the initiative looks to combat these dropout rates.