Tom Novak is a senior behavioral analyst at Canvas8. After completing his second master's degree in cultural sociology at LSE, he was drawn to cultural insight. Tom has conducted qualitative and ethnographic research from the plazas of Santiago to Coventry's suburbs. In his spare time, he can be seen rowing down the Thames or world-building around feminist science fiction.


In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Byegender

United States

TV, film, and social media video

Media and Entertainment

Responding to long-running fan demand, ABC firefighter drama 

has introduced a bisexual storyline. Once hidden away in corners of the internet,  brands are increasingly inspired by the creativity of fan fiction to create bold, nuanced, and unapologetically queer narratives.