Best of Insights 202420 products, people, and brands that captured the zeitgeist – and how they did itTuesday 3 Dec 2024
SummaryWith so much going on, it’s hard to keep track of endless shifts in relevance, to get hold of the meaning of a viral moment or to make sense of whether something truly is era-defining. So consider this your festive treat from us: The Canvas8 team distilled a year’s worth of culture into 20 winners, analysing 365 days of insights from our platform to map out how and why these zeitgeist makers broke through (algorithm) bubbles, borders, and budgets to become our stars of the year.
Who captured the zeitgeist in 2024? With so much going on, it’s hard to keep track of endless shifts in relevance and to make sense of whether something truly is era-defining. Our Best of Insights awards recognises 20 products, people and campaigns that broke through and mattered – and analyses how they did it.
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- 17 Jul 2024
How Charli XCX’s BRAT captured the cultural zeitgeist
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- 17 Jul 2024
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- 22 Apr 2024
Why Roblox became Southeast Asian Gen Alphas’ social podium
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- 22 Apr 2024
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- 15 Jul 2024
How Zyn became a status symbol among Gen Z conservatives
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- 15 Jul 2024
- signal·
- 4 Nov 2024
KidSuper strengthens community ties with music label
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- 4 Nov 2024
Deep Dives
24 Sep 2024
The notion of premium is expanding further than traditionally assigned categories (electronics, alcohol, jewellery, and skincare) – and into more humble daily use products like olive oil, water and soap. With people embracing premium across new sectors and product categories, what does premium reallymean? This Deep Dive will explore the new spaces that premium is disrupting, and the new status signifiers emerging – from packaging and ethical production to story and imagery. Plus, with an indulgent season front of mind for many – what makes cash-strapped audiences spend on a premium product in the era of dupes?
25 Jun 2024
How are masculine archetypes evolving? What masculinity means and how it’s performed is increasingly multi-dimensional. As a concept, it’s being creatively subverted, owned by new audiences, rejected, and re-interpreted. But at the other end of the spectrum of people’s relationships to masculinity, we’re also seeing audiences reclaim, protect, and promote a more traditional notion of masculinity. From superheroes to soft boys, from gender traditionalists to sassy babygirls – join us for an expert-led live webinar as we explore what masculinity means to people today and the tensions and opportunities around messaging, product development, and community strategy.
26 Mar 2024
People are feeling anxious urgency about climate change, and they're disillusioned with the rate of change brought about by institutions in power. However, A.I technologies are empowering individuals to experiment with the boundaries of reality and imagine inventive solutions to the world's problems, on their terms. At the intersection of both developments is the birth of a new macro behaviour -- eco-imagination. Beyond technology, an experimental cultural moment is making space for all kinds of creative attitudes to sustainability and the climate. Think ecofeminism and intersectional eco-thinking, as well as technobiophilia, which explores how technology and nature could co-exist harmoniously. In this live, we explore the research Canvas8 has been conducting on the shifting perspectives on nature, and how it is reflected in shopping habits, language, education, and brand perception.
25 Apr 2023
Businesses and consumers alike are playing catch up on what a new era of generative AI means for them. In our first deep dive of the year, Canvas8 analysts and a panel of experts will explore how the mainstreaming of this technology is changing consumer behaviour and how to resolve the new points of tension that are emerging as we adapt to its role in our everyday lives.
27 Sep 2022
Understanding the implications of the cost of living crisis personally and professionally can feel overwhelming. In this Deep Dive, we’ll anticipate key challenges facing people as they head into winter and use three of our foundational macro behaviours as routes by which to identify strategic solutions as people feel the pinch.
31 May 2022
Are people still choosing experiences over things? After years of on-and-off lockdowns and in a moment of peak digital saturation, the relationship between product and event has been recalibrated. As people prepare for uncertain futures, what are Experience Hunters searching for in 2022?
27 Oct 2021
With green-washing and empty promises rife, how do brands gain the right to play in the sustainability space? In our latest Deep Dive, we tap into a new Macro Behaviour.
29 Apr 2021
The pandemic may have destabilized nations, but it has also accelerated digitization. Despite being stuck inside for the past year, people have been globetrotting through their devices – internationalizing their tastes in search of hyper-local offerings and home-grown brands.
28 Jan 2021
In 2021, people will be ditching established norms and rebuilding the world to define their new realities. Get a front-row seat with our Editorial Director, Kara Melchers, as she wraps up 50 expert interviews and highlights 62 new behaviours that will define 2021.
19 Nov 2020
With lockdown measures shaking up spending priorities, a recession in full swing, and social calendars on hold, can the luxury sector survive this period of global upheaval? Senior Analyst Polina Norina breaks down how the pandemic has impacted HNWIs.
29 Oct 2020
The American Dream has taught the world that working hard will bring success, but social mobility ideals are clashing with modern reality, and America’s position on the world stage is contested. Join Associate Insight Director Rachel Ousley as she demonstrates what new ideas will shape tomorrow’s definitions of progress, ambition, and aspiration.
8 Oct 2020
As the world confronts hard truths around systemic racism and demands rise for immediate and lasting action, how can brands authentically show their commitment to the cause? Associate Director of Cultural Intelligence Alex Quicho presents case studies to learn from and the Applying Allyship checklist.
Spotlights & Canvas8 Radio
27 Aug 2024
We play for escapism, but gamification can bring your audience closer too. As the lines between play and productivity further blur, what are the new opportunities in gamification? With loyalty more elusive and audience attention divided, we know that gamification can build lasting behaviours, and generate emotional attachment to products and platforms – but when it comes to keeping people engaged, where's the line between healthy habits and toxic addiction?
30 Jul 2024
AI is changing the way we shop. What are the new expectations around immersive retail? Where will personalisation preferences show up in the future? How are digital agents changing the purchasing journey? And what does all of this mean for the holiday season? This 20-minute livestream is your one-stop shop for AI-focused shopping behaviours.
28 May 2024
How are boomers influencing culture? Amajor intergenerational wealth transferis in motion and boomers are reportedly hedging their children out of the housing market (again). But it’s not just their spending power that makes boomers a generation to pay attention to. On catwalks, in climate campaigning, and on TikTok, the over-60s are flexing their cultural reach and offering aspirational paradigms for younger generations. So are we really post ‘OK Boomer’? Join us for a live webinar as we explore what brands need to know about resonating with this impactful generation and get to grips with how they’re setting new cultural standards for younger generations to follow.
30 Apr 2024
The Olympics, Euros, T20, Pickleball, women’s college wrestling, WWE on Netflix – a lot’s going on in the sporting sphere, and this summer is shaping up to be a bumper season for fans. Over the next few months, we’ll see the key ways in which sports fandom is changing, how these changes express themselves, and how people engage on new terms – whether that’s seeing sport as an anchoring point for meaning and community, as a way to reaffirm one’s true self, or as a conduit to dip in and out of other pop culture moments. Tune in for our first Canvas8 radio feature for a session that explores the new cultural codes at the heart of the sporting space and to understand how you can leverage these shifts in your longer-term strategy during the sports boost we’ll see in the months ahead.
27 Feb 2024
‘Gamer wellness’ among Gen Zers is replacing traditional stereotypes of unhealthy snacking habits, with a focus on natural supplements and holistic health. Gen Z gamers are always a group to watch, and when it comes to snacking this is no different – from girl dinners to kidult lunchables and collectable chocolate, something is shifting in snacking culture. So what are the real treats when health is front of mind, and what brings the most joy when people want to optimise the feel-good factor of their indulgent moment?
30 Jan 2024
Will anyone knock Taylor Swift off the top spot of the cultural ladder this year? Swift may have proved beyond all doubt that obsessive community is the bedrock of engagement, but it’s the niche stars that offer the most exciting takeaways about the cultural landscape. Join as Canvas8 explores the stories of these emerging icons and digs into the agenda they're setting, the communities and counterculture they’re building and why they’re the ones to watch in the year ahead.
29 Aug 2023
What comes to mind when you think of Gen Alpha? Confusing memes? Honey Badgers? Hosted by Canvas8’s Director of Insight, Helen Jambunathan and Senior Behavioral Analyst, Yaa Adee, our Spotlight on Gen A unpacked ways brands can show up for tweens in 2023.
25 Jul 2023
Hyper-lucrative tours from the likes of Beyoncé and Taylor Swift are the tip of the iceberg when it comes to the wildness of superfan culture. From making (or breaking) new releases to taking pride in niche culture, we’re putting the Spotlight on Superfans, and will be guiding you through how to nurture communities and make products and moments that harness the passion of these audiences.
27 Jun 2023
What are Gen Zers dreaming of? How do they explore their aspirations and desires? From in-game collaborations and interactions with their favourite de-influencers to DIY crafting and luddite gatherings, we’ll explore how Gen Zers are creating and processing their complex and challenging realities in creative ways.
30 May 2023
People have learned to spot virtue-signalling by organisations that don’t truly have a vested interest in representing a community, meaning that lip service and tokenism will quickly be called out. But in the context of the ongoing culture wars, conversations around equity are polarising – and businesses are still struggling to deliver diverse, nuanced representation consistently. How can brands build equitable strategies and creatively support diversity?
28 Mar 2023
How can brands keep people feeling confident about their ability to maintain their quality of life in a recession? As financial stresses build, people often lose faith in financial futures, with fear taking over and restraint becoming the new status quo. With trust low, what makes people feel supported? Find out how to build consumer confidence in a challenging year.
28 Feb 2023
As the cost of everyday life rises, daily spending is being reassessed. People aren’t necessarily shutting down – they are just rethinking retail therapy on 2023 terms. So what counts as an indulgence this year? Come join us as we explore the next lipstick effect, and the opportunities behind… treats!
6 Dec 2022
With the World Cup happening in November this year, we know that classic fandom behaviors are set for a wintery twist. But beyond seasonal differences, fandom transformations are gaining pace. New markets, Web3 community and new collector culture means football fandom is being played on new terrain. So who are football’s freshest fan types? And what subcultures are shaping the future of football?
25 Oct 2022
America is a seriously divided nation. How does a volatile and polarized political landscape play out in people’s daily lives? From new rulings around gun control and abortion rights to a historic environmental bill, we’re seeing a politically galvanised population making themselves heard – and tensions being entrenched in their wake. How do identity politics shape people’s attitudes to brands? How can businesses speak across the divide? And what are the new American values defining a collective sense of identity?
30 Aug 2022
From trash TikTok trends to BeReal booms, from meh-taverse vibes to Roblox riches, youth culture is being defined by how quickly audiences can swarm around a new virtual space and subvert expected behaviors. It’s fun to watch, but a nightmare for brands trying to solidify their comms campaigns. The new rules of social? There are no rules. Tune in to find out how to stay ahead in this fluid digital age.
26 Jul 2022
Know your Tesla Tiger Mom from your Mondeo Man? From new snacking moments to the changing forms of status symbols, cars are a lens through which we can better understand human needs, aspirations, and values. With the EV boom taking off and tech brands investing big in in-car entertainment, this spotlight will ask what feels luxurious to the next gen of drivers (and passengers), explore new fandom and community moments, and dig into the implications this has for food and beverage, entertainment, and tech brands – as well as the auto manufacturers themselves.
28 Jun 2022
Amid the rising cost of living, a supply chain crisis, and a new phase of the pandemic, people’s approaches to indulgence and celebration in 2022 look especially precarious. We'll be exploring how consumers will be planning for events like Thanksgiving, Black Friday and Christmas during the holiday season under three key themes of "Holiday hackers", "Going big, staying small" and "Super savers".
26 Apr 2022
Eating green goes way beyond your five a day. In the era of hyper-sustainability, people want holistic approaches to food. From greener supply chains and packaging through to delivering indulgent yet sustainable treats, understand why building resilient life-cycles for your products can deepen loyalty among fans.
29 Mar 2022
Throughout the pandemic, people found comfort in old favorites. But when nostalgia meets activism, hacking the past becomes the solution to the future. Find out how to take nostalgia beyond 90s re-runs - come to Futurestalgia!
6 Oct 2021
From the fall of the celebrity to the rise of people with purpose, what do the new cultural icons of today tell us about people's changing behaviors, buying decisions and values?
27 Jul 2021
The pandemic has accelerated major shifts in shopping. With expectations increasing across all aspects of the retail experience, learn from our analysts how you can stay ahead.
24 Jun 2021
Christmas in June? We'll show you what to expect from shoppers this December as we plot out how people want to shop, what sorts of gifts they're looking to purchase, and how to account for the inevitable uncertainties that COVID-19 presents. Join our leading industry experts and analysts as they ask: has shopping lost its spark?
27 May 2021
Parenting has always been an almost impossible balancing act and the pandemic has only made things worse. Join our analysts as they answer the question 'how can brands finally ‘get real’ about parenting?'
25 Mar 2021
2020 rewrote the rules on what it means to be a fan as many of the IRL focal points of shared passions – such as live events – were put on an indefinite hiatus. In this Spotlight on Fandom, senior analyst Becca explores what it means to be a fan in 2021 and how brands can connect fans to the things they love.
25 Feb 2021
In 2021, there’s a growing appetite for open dialogue around controversial topics instead of conflict. Evolving from a point of dispute to an invitation for discussion and education, being called out gives brands an opportunity for improvement instead of contention. Join Senior Behavioural Analyst Katy Young as she uncovers the three need-to-knows on call-out culture.
Expert Outlook
29 Oct 2024
Absorb all the highlights from the APAC Expert Outlook 2025 in just 25 minutes. From hot takes to challenger brands to commercial challenges, this session will run you through the takeaways from the research.
8 Oct 2024
Absorb all the highlights from Expert Outlook 2025 in just 25 minutes. From hot takes to challenger brands to commercial challenges, this session will run you through the takeaways from the research.
28 Nov 2023
Are we on the cusp of a new climate culture war? How will brands navigate the concerns around the acceleration of AI? Examining two major threats set to loom in 2024, Canvas8 will welcome two more experts to discuss the implications of these challenges and how brands can navigate around them effectively.
31 Oct 2023
Join our Editorial Director India Doyle and our expert guests Sonya Barlow and Omar H. Fares to discuss ideas around anti-human shifts and cultural detachment. Understand how these challenges will shape consumer behaviour in 2024, and how brands can deliver anchoring responses in a tumultuous environment.
26 Sep 2023
Introducing our Expert Outlook 2024, your go-to tool for planning the year ahead. Hear from Jenny Southan and Many Ameri on our expert panel as they dive into the macro threats set to destabilize consumers and businesses alike and learn how to control the rate of drift.
10 Jan 2023
The Expert Outlook 2023: The Age of Instinct is your map to firm ground amid unstable terrain. Ease into the new year with our 45-minute expert panel live stream, where we'll deliver a download of the major highlights from the research and debate the tensions around the three near-future scenarios.
26 Jan 2022
Learn how to hone your marketing and communications strategies to the Contrarian over the coming year.
19 Jan 2022
Learn how to hone your marketing and communications strategies to the Systems Sceptic over the coming year.
12 Jan 2022
Learn how to hone your marketing and communications strategies to the Culture Steward over the coming year.
16 Dec 2021
Home chefs, motivational listening, and meme-based dating – we take a closer look at how this mindset is shaping sectors and revealing itself across different markets.
9 Dec 2021
NFT art, sandbox gaming, and radical supply chain management – we take a closer look at how this mindset is shaping sectors and revealing itself across different markets.
2 Dec 2021
Ancient food vlogging, neighborhood aunties, and Don’t Worry Village – we take a closer look at how this mindset is shaping sectors and revealing itself across different markets.
30 Nov 2021
Opt-in and meet the mindsets from our Expert Outlook 2022 research – the product of 68 expert interviews and over 150 hours of analysis.
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