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.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

Assertive Audiences

Fashion and Style

Citizenship

Clothing, footwear, and accessories

Zara is facing backlash for an ad campaign that had resemblances to scenes coming out of the ongoing humanitarian crisis in Gaza. People are increasingly losing patience for brands that fail to exhibit cultural awareness in their offerings and will not hesitate to call them out.