The soccer mom cliché couldn’t feel more dated. These days, American moms are more likely to be breadwinners than pitchside cheerleaders. But a new era for moms doesn’t mean businesses have adapted, so they’re making new realities instead. How are moms taking control – and are brands keeping up?

Facing prolonged isolation, financial uncertainty, and difficult (but much-needed) discussions around racism, the average American is grappling with a lot more than normal in 2020. Canvas8 spoke to eight people about how challenging times are shaping their communications with friends and family.

A lot of businesses traffic in American exceptionalism, tapping into national pride as part of their creative comms and brand identity. But while such aspirational messaging used to resonate with Americans – and many people around the world – will COVID-19 make this narrative less appealing?

The pandemic – and the accompanying recession – put over 20.5 million Americans out of work. Faced with a confusing public welfare system, the hardship of unemployment, and a desire to keep their personal finances private, laid-off workers are turning to online communities for anonymized support.