Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

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?

While data is the lifeblood of many businesses in the digital era, growing distrust towards Big Tech firms has made Britons wary of the information being collected without their consent. Canvas8 spoke to eight people to understand their views on data privacy and how they protect themselves online.

As interest in pop psychology and audio content collide, Spotify Wrapped is adding listening personalities to its offering. Based on users' browsing and listening habits, the move signals how creative, consensual uses of data aiming for self-expression are winning with consumers.