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Reports

  • Why are Gen X parents splurging on kids’ fashion? Why are Gen X parents splurging on kids’ fashion?

    Children today serve as style extensions for their parents, whether that means being dressed as ‘mini-mes’ or in niche, hand-made attire. But what’s prompting mums and dads to splurge on their little ones like never before? And what factors shape fashion choices when it comes to high-end kidswear?

  • How Gen Z expect brands to address climate change How Gen Z expect brands to address climate change

    While nearly three-quarters of Gen Zers are willing to pay more for eco-friendly products, they are also a critical and discerning audience. In the second of a two-part report, we explore how members of this cohort expect their favourite brands to fit in with their sustainable ambitions.

  • How Gen Z live sustainably How Gen Z live sustainably

    Gen Zers may use the web to share memes and post their meals, but their exposure to social media and 24/7 news means they’re also well aware of major global issues like climate change. In the first of a two-part report, we explore how sustainability has become a way of life for this cohort.

  • Who do Americans typically buy presents for? Who do Americans typically buy presents for?

    For many Americans, gift-giving is an integral part of showing love for family, friends and even pets. But why are some groups prioritised when picking out presents? Canvas8 spoke to 20 men and women from across the US to find out what they think about gift-giving and who they can’t help but spoil.

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Case Studies

  • Babe Power: a fast fashion fragrance for Gens Y and Z Babe Power: a fast fashion fragrance for Gens Y and Z

    With notes of candy floss and sour cherry, Babe Power is the first fragrance from Missguided. And despite its non-designer roots, it's the UK’s fastest-selling perfume of 2017 – an affordable accessory for the young women swapping a signature scent for a wardrobe of fragrances.

  • To The Bone: tackling teen taboos through film To The Bone: tackling teen taboos through film

    Netflix original To The Bone has sparked controversy over its depiction of anorexia, with critics arguing that it glamorises the condition. Yet with under-25s 50% more likely than other age groups to suffer from eating disorders, could this gritty take help them address serious health concerns?

  • Unicorn Frappuccino: an eye-grabbing, sour tasting treat Unicorn Frappuccino: an eye-grabbing, sour tasting treat

    Starbucks sparked an online frenzy when it launched the limited-time Unicorn Frappuccino, a sugary drink that changed colours with the swirl of a straw, drawing social media-obsessed Gen Zers. But with many consumers disgusted by its taste, has the coffee shop giant gone too far for Insta appeal?

  • Poshmark: social selling for Gen Z fashionistas Poshmark: social selling for Gen Z fashionistas

    The line between social networks and e-commerce is blurring, making room for platforms like Poshmark to attract users who have a passion for fashion but who also crave authentic, personal shopping experiences. How has this app captivated an audience of wannabe Gen Z entrepreneurs?

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Signals

  • Russians are watching home-grown rap battles Russians are watching home-grown rap battles

    A rap battle between two Russian rappers – Oxxxymiron and Slavo CPSS – garnered over 15 million views in four days and generated immense media coverage. In an country that's distrustful of state-funded entertainment, such raw clips hold appeal through their authenticity.

  • Angela Merkel appeals to young voters via YouTube Angela Merkel appeals to young voters via YouTube

    From Zoella to PewDiePie, YouTubers are regarded as relatable media figures among young people. The political establishment in Germany is recognising their influence, and Angela Merkel is sitting down for interviews with a number of vloggers in order to address young voters.

  • Toyota app helps parents stop kids speeding Toyota app helps parents stop kids speeding

    Toyota's Safe & Sound app is hoping to kill the buzz teens get from speeding along a motorway with their mates by switching on their parents' playlists as soon as they break the speed limit. The brand is putting the interests of mums and dads first, creating a wider conversation around road safety.

  • Australian kids aspire to gender-stereotypical jobs Australian kids aspire to gender-stereotypical jobs

    Despite the persisting gender gap, research suggests children in Australia are still aspiring to traditionally gender-stereotypical jobs. With the future of the labour market set to undergo major change Down Under, initiatives are helping support kids in realistically planning their future.

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