Political engagement is on the rise among younger generations in particular, with 

 following the news some or all of the time. This desire to be informed about domestic and global events prompted the New York Times to create a permanent ‘For Kids’ section, hoping to turn this demographic into readers while they’re young. And from the Women’s March to the Gen Z-led 

, young people skilled in translating social media activism to on-the-ground movement are becoming harder for older generations to ignore.

As people become increasingly politically minded, they’re also more critical of mainstream parties. In the US, mass polarisation is leaving a chasm in the centre, leaving 

 by Republicans and Democrats alike. Meanwhile, in Australia, minor political parties 

 as voters look for representation that addresses their individual concerns.

Politically apathetic brands and public figures are being 

 by a public that expects them to address pressing issues. By contrast, 

, a veteran-orientated lifestyle brand that caters to conservatives, is one of the fastest growing companies in the US, while Gucci has 

 causes and aligned itself with Gens Y and Z, who want brands to put their money where their mouth is.

In February 2018, America saw its third-worst school shooting in history at Marjory Stoneman Douglas High School in Florida. In the wake of the tragedy, the teenage survivors have sought to mobilize the country both online and off, demonstrating Gen Z’s desire to engage with the big issues.

March For Our Lives: Gen Z fight for gun control

As political views polarize along generational and cultural lines in the US, echo chambers are inhibiting civic conversations. For Freedoms is tackling this state-by-state by creating billboards in partnership with artists, sparking public discussion ahead of the 2018 midterm elections.

For Freedoms: billboards to broaden political discourse

Political parties leveraged digital technology, social media influencers, and artificial intelligence (AI) to attract hundreds of millions of Indian voters in the 2024 general election like never before, raising concerns about the misuse of AI and exposure to misinformation and one-sided opinions.

How AI and deepfakes are changing how Indians vote

Hive's new 'distributed cloud technology' aims to democratise access to the cloud and reduce its environmental impact. As AI reignites the conversation around Big Tech and the environmental impact of technology, smaller players have an opportunity to stand out by offering more equitable solutions.

Swiss start-up eyes mass decentralisation of the cloud

Conservative media and wellness personalities are calling for young men to turn to nicotine pouches, framing them as aspirational lifestyle products that amplify traditional masculinity. This highlights the febrile position of masculinity in culture and opportunities to support open dialogues.




Right-wing media touts nicotine pouches as 'manly' fix

Religious and spiritual AI is ascendant, satisfying younger generations hungry for spiritual community and preachers who need help writing their sermons. How can brands seize the opportunity to engage with their audiences more creatively, meaningfully, and sensitively?

What’s driving the rise of religious and spiritual AI?

Generative AI (GenAI) has swept across all industries, including the Indian film world. However, GenAI usage must pass the test of transparency, ethics, and privacy. As people in India share that they trust all that comes with AI, the burden of authenticity lies heavy on the shoulders of creators.

How AI is rewriting Indian cinema

M&S is investing £1 million in changing the diet of milk-producing cows to cut the amount of methane they release. As people demand greater environmental action from corporations, companies are implementing changes across their production and supply chain practices to show their commitment.

M&S target cows' diets to tackle methane emissions

Black progressive cultural commentator F.D Signifier is one of the most prolific Gen Y content creators. Focusing on politics, pop culture, and Black men’s wellbeing, he challenges traditional narratives and dismantles harmful gender stereotypes through his engaging video essays.




F.D Signifier spotlights Black masculinity perspectives 

Conversations around toxic masculinity are influencing every element of social life, and classroom culture is no different. The topic of how to support positive masculinity became a central talking point during the annual NEU conference, highlighting the complex challenges facing today's teachers.

Teachers deal with positive masculinity vs the manosphere

‘Greenhushing’ has increased as businesses contend with erroneous claims of ‘woke agendas’ and the threat of being called out for greenwashing if they get it wrong. Partnering with experts in sustainability can give businesses the credibility they need to take sustainability practices public.

Greenhushing highlights people's distrust in business

The ‘Patron Saint of Situationships’ returns! Following the success of her single, ‘B.A.D,’ Filipina R&B artist Denise Julia has released ‘Sugar n Spice,’ a feel-good track embracing same-gender attraction, which resonates deeply with listeners seeking representation and authenticity.

How Denise Julia revives Filipino R&B for global listeners

A parody game in which users play editor-in-chief and choose headlines shows users how coverage of crises impacts The NYT's business. The game highlights declining trust in mainstream media and offers an immersive understanding of competing interests that may influence editorial decision-making.

Meta news game trains users on editorial framing bias

The solar eclipse created a wave of online discourse, from Reddit forums about feeling its bodily effects to doomsday declarations. Though often untrue, people are projecting meaning onto cosmic events, with astrological phenomena a way for people to process and make sense of anxieties on Earth.

Solar eclipse reactions blend astrology and conspiracy

In an ageing country with fewer kids per capita than ever, South Korean adults are willing to spend money on the kids that do exist in their lives, driving a booming childrenswear industry. What’s shaping Gen Alpha’s fashion choices in their formative years, and what should brands watch out for?

Why are so many South Korean Gen Alphas wearing luxury clothes?

Come for explicit photos of celebrity crushes, stay for the community. From an Instagram page to organising physical exhibits, Y2K Kabaklaan’s intentions are simple – to usher in a safe space for pent-up gay desires and to document an unforgettable epoch in Filipino pop culture.

Why Y2K Kabaklaan archives Filipino queer desires

As abortion access continues to be uncertain in Arizona, Planned Parenthood Arizona has launched a campaign promoting vasectomies. As policy changes reignite the debate around family planning, and with a general election looming, the landscape around abortion rights is becoming increasingly charged.

Limits on abortion shift focus to male contraception 

Amid a mental health and economic crisis, Americans are prioritizing hobbies and recreation, mirroring how they sought solace in awe during pandemic lockdowns. Brands can harness awe to benefit society, with trends like ‘gardencore’ and fandoms underscoring the importance of meaningful leisure.

‘Aweleisure’ is emerging as a remedy for a polarized US

Despite the common assumption that younger generations worry most about the environment, recent studies reveal a more nuanced picture. For businesses focused on sustainability comms, there's a fresh opportunity to engage older audiences on eco values while tapping into affluent demographics. 

Boomers' eco anxiety shows nuanced generational attitudes

Political parties in India have enlisted the help of regional influencers to share political messaging. With contentious elections looming, this strategy highlights how politicians are turning to relatable figureheads to address younger generations’ declining trust in institutions.

Influencers tasked with election campaigning in India

Replicating US progress, France is considering a bill to address hair-based discrimination as desires for self-expression and celebrating cultural identity can conflict with institutional rules. With conversations around hair and hair loss evolving, brands are beginning to demonstrate their support.

France considers a bill against hair discrimination

A 2024 study has shown that a majority of Americans believe the government is concealing information about UFOs. As distrust in American institutions grows, people are increasingly interested in conspiracy theories and other alternative explanations to make sense of the world.

Americans believe the government is hiding UFOs

Faced with rising living costs and changing views on monogamy, people are ripping up the wedding rulebook and redefining what it means to get married. What other factors are impacting people’s attitudes toward weddings? And what can brands learn from this shift in celebrating milestones as a whole?

How are attitudes to marriage and weddings changing?

A survey has shown that adults in Germany are growing concerned about the use of imported plastic waste as recycled products. At a time when eco-conscious consumers are becoming more aware of greenwashing, brands have an opportunity to prioritise and reward local sustainability efforts.

Germans are divided about the issue of plastic waste

Poor economic conditions, shifting work arrangements post-pandemic, and political headwinds are changing Americans' feelings about social class. Canvas8 spoke to eight of them to find out how their class identity is becoming more fluid, and how this is shaping their decisions.

Is class still important to American identity?

Following years of economic and political strife, Britons are conflicted about their social aspirations and feelings of class authenticity. Canvas8 spoke to seven Britons to find out how their ideas of class are becoming less rigid and what this says about desires for security and belonging.

Is class still important to British identity?

After more than 70 years, the German FA is ending its partnership with Adidas in favour of a lucrative Nike deal – but not without major backlash. The controversy highlights the emotional ties between football and national identity in Germany and the wider importance of heritage for sports fans.

German FA's split from Adidas sparks backlash

India’s discerning high net worth individuals (HNWIs) are increasingly reviving traditions and connecting past and present in their fashion. Many now place high value on timelessness, especially among well-heeled urban globetrotters. What can others learn from this shift back to roots?

Why India's HNWIs are bringing back traditional designs

The US Major League Baseball (MLB) is looking to achieve success beyond its home field. MLB’s decision to venture into South Korea is a strategic decision to engage the nation’s notable talents and its world-renowned fandom culture, which catapulted homegrown entertainment to the world stage.

How MLB scores global popularity from Korean sports fans

Why are people choosing local and focused ways to drive social change? How are the conservative and liberal value systems changing in the digital age? Are people still giving to charity in the cost of living crisis? Why are class conversations at the forefront of culture?

Citizenship Sector Snapshot: April 2024

Political polarisation is heating up globally, especially in the lead-up to several significant elections worldwide. A generation of new tools is spawning alternative methods of delivering political messaging, further entrenching but also confusing a divided political landscape.

Scrambled Politics 

As the cost of living crisis forces people to critically evaluate their spending patterns, ideas of charitable care and social responsibility are shifting. For brands challenged to cut through crisis fatigue, there’s an increased focus on effective and emotional messaging, drawing on real and relatable stories to resonate with stressed – and more switched-on – audiences.

Charitable Fatigue

The cost of living crisis is causing many to grapple with their identities, looking to root themselves in their own understanding of where they socially belong: class, community, or localism. While some are seeking to keep the lifestyles they’re used to despite the rising cost of living, others are looking to signal a different status that reflects new values.

Status Flex

People are feeling helpless with myriad global problems that seem too large and complicated to solve at an individual level. As a result, people are seeking ways to interact with change, care, and community at a more nuanced, personal, and local level.

Personalised Anchors

Often stereotyped as a backward land of rage and rebellion, rural America is slowly challenging existing political, economic, and cultural narratives. How can brands tap into emerging shifts and provide rural Americans with nuanced messaging that resonates with their values and aspirations?

Is rural America going through a quiet revolution?

Following years of being cooped up in their homes, Filipinos are looking to break free from the monotony of the COVID-19 lockdowns. Brands can leverage this wave of revenge travel by tailoring services to their desire for active ecotourism, immersive experiences, and pandemic-resilient travelling.

Pent-up wanderlust is pushing Filipinos to revenge travel

Government censorship, sexual harassment, and anti-feminist sentiments have driven Chinese women away from their favourite social networking apps, which has translated to an ever-growing ‘she-economy’ in which they are making purchases – and even creating new brands – that empower them further.

How Chinese women are reclaiming social media from anti-feminists

Posse has become the ‘it girl’ label of choice by winning the hearts of celebrities and fashion enthusiasts globally for its sustainable ‘leisurewear.’ As high-quality, timeless products take precedence over fast-fashion fleeting styles, how did the brand build such a formidable reputation?

Why Posse understates Paris chic for Aussie fashionistas

Women’s football is finally receiving the recognition it deserves, yet its growth has sparked a rise in sexism and misogyny on and off the pitch. Football-focused organisation Kick It Out demonstrates how education can champion inclusion and diversity and challenge notions of old-school banter.

Kick It Out takes action against sports discrimination

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.

Is anyone ever truly cancelled?

The French star has become the subject of a vitriolic, racism-fuelled backlash sparked by her rumoured performance at the Paris Olympics opening ceremony. As populations become increasingly polarised, brands have the opportunity to remain vocal and ensure that all identities are represented.

Aya Nakamura faces backlash over French heritage 

Climate change is a leading issue and the UK government has committed to a net zero emissions pledge by 2050. To reach it, voters must also take action and need political parties to support them. But in economically unstable times, how can political parties mobilise Gen Z voters?

How do UK voters feel about climate policy?

In a post #metoo era, young women are creating and watching more feminist content on social media. Meanwhile, increasing numbers of young men are consuming and voicing anti-feminist views. How can tech companies, brands, and advertisers help to bridge the growing divide?

How can brands bridge the growing gender divide?

In 2021, IKEA opened its largest branch in the world, right in the heart of Metro Manila. Despite reeling from the effects of the pandemic, its successful run is a masterclass in how brands can capture the tastes of the minimalist, sustainability-minded Filipino homeowner.

How IKEA designs curated spaces for Filipino minimalists

The number of millionaires and billionaires is rising in Southeast Asia, marking the region as a centre for wealth creation and economic boom for locals and international visitors alike. What trends and behaviours are unfolding with the influx into this new high-earning market?

Why are HNWIs flocking to Southeast Asia?

In support of Ramadan fasters, UltraSuperNew Singapore has created a Chrome extension that allows users to block out all food-related content. Beyond representation, this ad demonstrates an understanding of and practically caters to the needs of the Muslim community.

FoodBlocker tool aims to assist fasters through Ramadan

Restless Dance Theatre is a contemporary dance troupe that works with artists of diverse abilities. Their inclusive approach to the performing arts has garnered acclaim, expanding the definition of creativity in a society working hard to provide more welcoming spaces to people with disabilities.

How Restless’ dancers with disabilities take centre stage

Period product brand Nana is using Dubai Fashion Week to tackle period taboos in the Middle East. Featuring transparent handbags, or ‘Taboo Totes’, with Nana products visible inside, the campaign draws attention to and aims to disrupt the harmful effects of persistent menstrual taboos.

Nana tackles period stigma with transparent bags

The birth rate in South Korea is at an all-time low, but the quality of private ‘sanhujoriwon’ (postpartum care facilities) has never been higher. What is driving the emergence of these ‘boutique’ centres in the East Asian country, and what can it tell us about broader wellness trends?

Mothers are getting luxe treatment under Korean custom

Multiple artists and speakers have pulled out of 2024’s SXSW in protest of sponsorships by the defense industry, a product of increased tensions due to the war between Israel and Hamas. As feelings intensify, many are reevaluating whether they feel comfortable associating with military sponsorships.

Artists pull out of SXSW in solidarity with Palestine

In a first for the brand, MCM has launched a Ramadan-themed capsule collection. While Eid and Ramadan will continue to be important moments for luxury brands to show up, the growing buying power of Muslim shoppers means they’ll be expecting localisation to be the norm rather than a novelty.

MCM debuts Ramadan capsule collection 

'Climate grannies' are emerging as activist leaders in environmental spaces, offering guidance and experience in direct political action. Armed with free time and income, Boomers are increasingly becoming an activist generation, looking to provide leadership to their young counterparts.

'Climate grannies' signal politically active retirements

The Taiwanese series Let’s Talk About CHU was a regional hit in and outside Taiwan thanks to its buzzy sex scenes and universal themes. Its success proves that cultural interchange, Asian language content, and Southeast Asian creativity are lucrative forces in streaming.

How Let’s Talk About CHU universalises the Asian tongue

Beauty products have become one of Indonesia's fastest-growing markets and businesses in the last few years. However, local brands used to have less access to expand their market. Sociolla emerged as an e-commerce platform bridging the gap between beauty brand enthusiasts and the brands themselves.

How Sociolla blends Indonesian quality into global beauty

As beacons of queer excellence, Drag Race spin-offs in Asia have brought a wave of inclusivity to screens and stages. The series bites into the appetites of millions of underrepresented members of the LGBTQ+ community and more as it just keeps getting bigger, more popular, and better.

Why Drag Race sashayed into Asia with queer excellence

Smithsonian Women’s History Museum has organized a free 'Wikipedia Edit-a-thon' online to address the gender gap in biographies of female innovators. Each year, participants edit articles about overlooked American women, emphasizing the broader need to bridge gender disparities in STEM disciplines.

Wikipedia edit-a-thon seeks to bridge STEM gender gap

Gen Y women are set to inherit more money than their male counterparts, opening up a new wealth landscape that will emerge over the coming decades. Women have different investing habits compared to men, presenting diversification opportunities for existing financial products and organisations.

Future wealth transfer will benefit Gen Y women most

With loneliness on the rise in the US, Boomers are finding new friendships in local, community-driven gatherings. Embracing digital platforms to share their experiences and connect, they're redefining what it means to age, combating isolation and returning to urban areas for community ties.

Boomers redefine aging through community gatherings

Amid rising climate anxiety, consumers are calling for brands to be more eco-conscious, socially responsible, and evidence-based. This is leading beauty brands to innovate with climate-adaptive products, which offer skincare solutions that counter harsh weather and give consumers peace of mind.

Why beauty brands are making climate-adaptive products

As the global boiling continues, industry experts are saying that people are turning to colder climates for their vacations. Climate change is impacting travelers’ priorities, with many seeking out different kinds of trips due to changing weather patterns at home and abroad.

Climate change drives travelers towards 'coolcations'

Investing company Australian Ethical has launched a new campaign that focuses on showing how they align investments with values. However, with opinions on ESG funds becoming polarised, transparency around the true environmental impact of these investments will be vital to winning audience trust.

Australian Ethical caters to conscientious investing 

Regional music styles have evolved in Southeast Asia. In the Philippines, the popularity of ‘budots’ (‘slacker’ in the Visayan language) from a grassroots scene to a mainstream genre shows that it could redefine Filipino dance music, which in the past has been heavily inspired by the West.

How Filipino EDM genre budots took street music worldwide

More and more Gen Alpha gamers in Southeast Asia are finding support and community via online games, creating multiple opportunities for brands looking to join the fun. Savvy marketers have begun partnering with popular Twitcher streamers and YouTubers, tapping into the gaming community's idols.

Why games are the new social media for Southeast Asian Gen Alpha

The UK’s general election in 2024 will be a significant milestone for many Gen Zers, marking the first time they will be eligible to vote. With the Conservative Party hoping to maintain its 14-year hold on power, how can it connect with right-leaning Zers? What do these young adults value?

What are Gen Z Conservatives' key values?

Olivia Rodrigo has announced that a portion of all ticket sales from her Guts World Tour will be donated to support reproductive rights. With limited access to abortions across the US, brands and public figures are increasingly taking steps to raise awareness and funds.

Olivia Rodrigo launches fund to support abortion access

By giving workers in Indonesia early access to their salaries, Wagely helps them be more financially secure, ensuring they don’t take loans they can’t repay. As economic uncertainty hits people globally, consumers expect the system to adapt and help them cope with monetary pressures.

Early pay access is safeguarding Indonesian workers

As part of an attempt to change China’s title as the world’s biggest polluter and bridge the say-do gap in EV adoption, homegrown brands are working double time to make innovation as accessible as possible. BYD rises to the top of this list, overtaking Tesla’s dominance in the eco-driving market.

How BYD speeds up Chinese drivers’ access to green vehicles

Citizenship

People's politics and personas are blending together

While voter apathy is a persistent issue in many Western nations, that doesn’t mean people don’t care about politics. In the UK, for instance, 43% of people said they were ‘quite or very interested’ in politics in 2017, up from 36% in 2015, with their individual take on current affairs influencing a significant part of their identity. Similarly, Americans are using their political affiliations as a social marker, often defining their views by a party’s ideology rather than its actual policies.

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