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  • How can brands prove they genuinely care about social issues?
  • How can brands prove they genuinely care about social issues?
    Nathan Dumlao (2020) ©

What makes people respond to cause-based marketing?

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?

Location Global

“The world is out of sorts, we need to fix it quicker. We’re going to fix the world by feeding it Snickers.” So rang out the lyrics of the chocolate brand’s satirical Super Bowl commercial in January 2020 – a time when the world still seemed relatively normal. Yet while day-to-day priorities may have shifted substantially since then, certain themes in advertising that were common pre-pandemic have remained prominent and become more relevant. The NFL’s spot about the deaths of black men at the hands of the police foreshadowed global protests against systemic racism; Adidas’ ...



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    2020 Generational Snapshot of Gen Z

    How are young people balancing their bleak world-view with a distinct sense of humour? Why do values-led Zers sometimes shop unethically? What steps are they taking to safeguard their increased usage of tech? And how will their attitudes to health be shaped by COVID-19?

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    How are teens using TikTok for good?

    TikTok may be best known for its viral challenges and surreal skits, but the social media app is evolving into much more than a platform for comedy. How are Gen Zers using this digital channel to educate and inspire their peers? And how are their online communities impacting their offline lives?

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    What causes Americans to break up with brands?

    People are becoming increasingly aware of what brands are doing behind the scenes. But what would cause shoppers to stop supporting them? Canvas8 surveyed 4,982 Americans and spoke to eight people to find out what they would do if a brand did something that didn't align with their values.

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    What do Gen Zers think is cool?

    Gen Zers are a tricky yet intriguing generation to grasp – they’re offline-shopping, eco-conscious, genre-defying, values-defending mavericks. As they grow into adolescence and adulthood, what do Gen Zers actually think is cool and how can brands appeal to this cohort’s unique mindset?