Keeping TABS is a place where trends, anthropology, behaviour and strategy come together to offer the best culture-led behavioural insights
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From runfluencers to Hyrox, fitness has become something to watch as much as to do. As self-optimisation turns into performance, a backlash is building – but when did working out stop being personal and start becoming something we perform?
In our new series, we sit down with teams from across Canvas8 to see what a day in their lives looks like. First up is our intern Tessa Mullen. From decoding Chinese slow-crafts to UK grocery trends, Tessa shows us why curiosity always beats a spreadsheet when it comes to human behaviour.
Loyalty is evolving: while die-hard fans have traditionally taken centre stage, casual fans are growing in both number and spending power, embracing a fandom that is more fluid, selective, and culturally driven than ever. How can brands connect with them today?
Why should brands focus on the 'why' behind AI, and not just the tools? Can brands embrace AI as a creative thought partner? And where are the biggest opportunities to use AI in the workplace? Sabrina Godden-Tuma, Global Creative Director at Vodafone, explores the future of creative AI.
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.
TikTok finance influencers have gained popularity among Gen Z by offering advice on how to achieve quick wealth. As economic insecurity heightens anxiety within this generation, young people are increasingly seeking alternative sources of guidance to navigate and overcome a flawed system.
Stores that sell animation and gaming merchandise are becoming increasingly popular among Chinese youth as spaces to connect with like-minded peers. With fandoms serving as an essential source of community for Gen Z, 'Guzi' stores are attracting interest by fostering connection and belonging.
Balancing responsibilities for both their children and ageing parents, along with economic challenges and financial insecurity, has left many Gen Xers feeling unprepared for the costs associated with retirement. As a result, many are contemplating moving in with their children to make ends meet.
'Meatfluencers' are urging people to adopt meat-based diets that draw inspiration from an idealized hunter-gatherer past. While this movement is largely driven by men, it is also gaining traction among women and symbolizes a departure from 'woke' narratives about health and sustainability.
Often described as the loneliest generation, Gen Zers are fed up with turning to digital means of connection and are searching for IRL alternatives. For many in this screen-obsessed cohort, hiking is one route out of feed fatigue and is a step toward combatting the effects of social isolation.
A community of Brooklyn mothers has come together to form a supportive network at their local skate park. Motivated by a desire to break away from responsibilities and foster community, this grassroots group aims to reshape the cultural narrative regarding skateboarding and motherhood.