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.

Puma's decision not to renew its kit deal with the Israel football team has been lauded by activists as a success, despite the brand claiming the decision had been made in 2022. Amid global polycrisis and deepening polarisation, brand decisions are increasingly being viewed through a political lens.

An online movement is aiming to deplatform celebrities and influencers who remain silent on the ongoing humanitarian crisis in Gaza. With global political and social tensions rising, people are turning away from those who don't represent their worldviews and towards smaller, like-minded communities.

Consumers expect brands to be activists, yet many attempts fall short or are perceived as opportunistic ‘woke washing’. How can brands participate in activism while maintaining authenticity? Canvas8 spoke to Dr. Abas Mirzaei about the key dimensions of brand activism authenticity.

Cancel culture has evolved into a public accountability tool fueled by commitments to diversity and the desire for brands to mirror personal values. However, if not organized strategically and with a clear purpose, it becomes an avenue for virtue signaling rather than leading to substantive change.