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.

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

Italy

Hotels and holidays

Community and grassroots

Venice has set a €5 entry for day visitors in an effort to curb overtourism, sparking protests among disillusioned residents. The backlash signals the ongoing struggle between local communities and tourism management, with brands and governments promoting greener travel solutions to reduce impact.