Isabella Gannon is a junior behavioural analyst at Canvas8. She holds a BA in European Studies from Trinity College Dublin, and there became interested in the relationship between media, identity and visual culture. Outside of work, she’s frequently reading, going to gigs, and navigating obscure corners of wikipedia.

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.

Radical Transparency 

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Polarised Populations

Gen Z (born 1997-2010)

United Kingdom

Social networking

Communications

TV, film, and social media video

Citizenship

In the run-up to the UK general election, party leaders on both sides of the political spectrum have begun campaigning via TikTok. As Gen Z’s trust in traditional media wanes, understanding the way young people engage with politics online is an increasingly important strategy for winning their vote.