Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?

Are you a 20-something with commitment issues? A 40-something on a skateboard? Or a 70-something that feels overlooked? If you haven’t had an identity crisis, you haven’t lived. By understanding people at different times in life, we can design products that add pleasure or alleviate their pain.

Despite divorce rates in Europe being higher than ever, the majority of brands avoid talking about life after a split. But while it might not be part of traditional 'happy family' values, it’s all too real, and IKEA is tackling the taboo topic in its ‘Where Life Happens’ campaign.

Breaking up is hard to do – and it’s gotten even more difficult since the advent of smartphones and social media. From resisting stalking an ex on Facebook to encouraging positive thoughts, Break-Up Boss promises to get people through the emotional aftermath of a freshly-ended relationship.

The internet has transformed sex beyond recognition, but whether this change is for the better or worse is still open to discussion. We sit down with Lisa Wade, associate professor of sociology and author of American Hookup, to explore the behaviours attached to hook-up culture.

As our lives become increasingly intertwined with tech, the ways we express romantic interest are evolving. But are Gen Yers interested in starting relationships online, or have they swiped left on digital romance? Canvas8 sat down with 20 Americans to find out what they think about love and dating.

In the US, 47% of women of childbearing age are childless. Reports suggest these women are ‘wealthier, healthier and happier’ than mothers. But while this may be true, another group of non-mums are identifying as PANKs; Professional Aunts, No Kids. So who’s joining the ranks of the PANKs?

Break-ups are stressful – though it might be worse when it comes from your boss than your partner. Research suggests that getting fired causes a bigger plunge in wellbeing than getting divorced, and it's harder to bouce back; a broken heart can heal, but a gap on your CV is harder to repair.