Lottie Hill is a senior behavioural analyst at Canvas8 with a background in psychology and an eye for spotting trends in numbers. Specialising in data and analytics, she’s spent the last four years digging into cultural insights for clients like Meta, Google, and Adidas. Outside of work, you’ll find Lottie travelling as much as her bank balance will allow or working on her latest lino printing project.

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)

Home and Relationships

Relationships and dating

TV, film, and social media video

The 'orange peel test' joins a long line of TikTok relationship content that reflects a desire for quick ways to evaluate relationships in a complex dating landscape. These relationship snapshots generate huge online reactions, shaping how people perceive dating norms and personal relationships.