Elly Lau is a Behavioural Analyst at Canvas8. With a degree in sociology and Japanese studies from the National University of Singapore, she operates at the intersections of cultural insight, strategy and storytelling. Armed with a uniquely APAC perspective, Elly has conducted research on DIY media in Singapore and East Asian art history. She also writes a music criticism newsletter in her spare time and is a lifelong defender of fangirl culture.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and people. Many no longer see emotional intelligence as a pleasant add-on – it has become a default expectation.

If Pantone's colour of the year for 2024 is anything to go by – Peach Fuzz, a hue that 'echoes our innate yearning for closeness and connection' – it's that community and understanding are increasingly valued as a bedrock of resilience in building a more empathetic and interconnected society. As the loneliness pandemic spreads across the globe, people are prioritising companionship. What's more, they aren't afraid to turn to technology to fill the void, engaging with AI chatbots for emotional gratification as much as practical services. AI promises the rise of artificial empathy and an overhaul of care structures, including elderly care and parenting – and people are ready to embrace it to mitigate the ongoing crisis.

As social media has simultaneously boosted emotional honesty and knocked self-esteem, mental health issues are on the rise and support systems need reinforcement. More than 70% of Americans feel failed by the healthcare system, and in the UK, the NHS waitlist rose to a record 7.75 million in late 2023. With countries like the UK and France raising retirement ages, the demand for long-term care has increased, prompting people to seek alternative solutions – from telemedicine to community-based care programs – to address the pressing care crisis. The very notion of care is in flux. In this context, people are turning to brands and public figures for a helping hand, from BetterHelp and Gymshark offering free care to those that need it to Megan thee Stallion and Olivia Rodrigo using their platforms to democratise access to care for marginalised communities.

Everyday Empathy

India

Automotive

Lifestyle

Resale and online marketplaces

With India’s wedding season in full swing, car resale platform CARS24 has raised eyebrows with a campaign that criticises the controversial practice of dowry. Audiences continue to gravitate towards brand purpose, but companies need to show up in intentional ways to drive meaningful impact.