Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Collective Equity

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

United Kingdom

Citizenship

Research has unveiled that an alarming 66% of young, ethnic minority Britons have considered leaving the UK. This potential exodus signals an urgent need for both public and private sectors to address the underlying causes of disillusionment among young ethnic minority Britons.