Democratic voting has long been held up as the ultimate in civic participation, but a general mistrust of the political system means that citizens, especially younger people, are 

 speaking out to encourage voting, and brands 

 making it easier for people to go to polling stations and exercise their rights.

Some are seeking empowerment through smaller 

 that add up to significant change when taken up by large groups. These include traditional steps such as 

 and pro-active measures like mobilising for protest 

. Additionally, with greater access to information and a broader range of ethical shopping options, consumers are using their purchasing power for the greater good – not least because making 

When it comes to big issues such as the environment, people are recognising that teamwork is vital. In Australia, 

 is a reusable coffee cup network that relies on strength in numbers to operate successfully, while 

 is a global campaign to encourage individuals and brands to get rid of single-use plastic straws. Even brands are teaming up to address big issues. 

, for instance, is a joint venture between companies such as P&G, PepsiCo, and Unilever to create a circular economy by delivering, collecting, and refilling products in reusable containers.

How are ideas of political participation changing? Is there any way to combat the spread of disinformation? What role can design play in saving the planet? In this part of the 2019 Expert Outlook, we speak to three experts about how the actions of brands and individuals are reshaping society.

2019 Expert Outlook on Citizenship

In a world where fast-fashion is king, For Days aims to reduce textile waste in the US by recycling and replacing members’ worn T-shirts. But how sustainable is this model and will it encourage young consumers to put their money where their mouth is when it comes to ethical fashion?

For Days: slow fashion for the conscious Gen Yer

To mark its 100th anniversary, Unilever's LUX has joined forces with VML Singapore to create 100 new, empowering names for Chinese women. Drawing attention to the harmful impact of names with outdated and even sexist meanings, the brand joins an effort to rework attitudes to gender and femininity.

Campaign highlights the damaging impact of sexist names 

John Lewis Partnership has published job interview questions online in full view of applicants (and everyone else), seeking to make the interview process less daunting. Old workplace norms are eroding as employers turn to a more skills-based hiring process to better identify talent.

John Lewis publishes interview questions to calm nerves

Seventeen's global rise in K-pop defies norms, resonating deeply with fans through self-produced music and genuine connections. Despite K-pop's evolving landscape, their commitment to quality and authenticity sets them apart, bridging cultural gaps and inspiring loyalty worldwide.

How Seventeen charms fans with their perpetual authentic K-pop shine

Climate anxiety is significantly impacting the way people shop. From greenwashing to 'greenhushing', brands and businesses have consistently put profit before people and the planet – something that needs to change as conscious shoppers push back and demand demonstrable eco action.

How climate anxiety impacts shopping behaviours

Amid the housing crisis in America, compact and tiny living spaces are gaining popularity as people are priced out of typical US homes. Tiny home supplier Cosmic Buildings simplifies access to ADUs with modular homes, customisable eco-friendly features, and off-grid options that reduce labour.

Cosmic Buildings make tiny eco-smart homes a reality in the US

Australian broadcaster SBS announced on Earth Day that one of its cooking shows has become the first in the world to measure its carbon footprint actively. With the film and TV industry having a notable impact on emissions, it shows how other broadcasters can take a greener approach to production.

Australian TV show is the first to measure carbon footprint

Bluey, an Australian animated children’s television series, is a global sensation that follows the adventures of a Blue Heeler dog family in Brisbane. Purportedly a ‘kids’ show,’ it’s widely beloved for its essences of childhood imagination, authentic adult life, and minority representation.

Why Bluey is a kids’ show representing real Aussie life

J-pop singer Crystal Kay’s comeback rides a wave of 2000s nostalgia, ignited by the viral TikTok remix of her 2003 hit ‘Boyfriend (Part II).’ Kay’s enduring charm now bridges generations and showcases J-pop’s international allure as a testament to how timeless hits can find a new fan base.

How Crystal Kay brings back the charm of Y2K J-pop

Southeast Asia (SEA) is home to millions of Muslims, making Ramadan one of the major holidays in the region. This largely religious season has also become a time for shopping and social gatherings, allowing brands to tap into a modernising (yet devout) community that likes to mix old and new.

How Southeast Asian Muslims celebrate Ramadan today

As climate anxiety mounts and dystopian narratives dominate media, the solarpunk movement is gaining momentum. Envisioning a future where humanity thrives amid the challenges of climate change, solarpunk embraces a harmony of nature and technology. Can it reshape hopes for a sustainable future?

How is solarpunk reimagining a sustainable future?

The controversy surrounding the World Cup in Qatar exemplified how politicisation has shaken up the sports landscape. Fans are no longer passive observers and are actively engaged in wider conversations. With social consciousness on the rise, how will sports organisations adapt to new demands?

How is the politicisation of sports affecting fandoms?

In the UK, teenage girls can feel unwelcome and unsafe in parks largely designed for boys. Make Space For Girls is a charity campaigning for parks and public spaces to be designed gender-inclusively, raising awareness of issues while ensuring the voices of girls and young women are heard.

How Make Space For Girls prioritises teen girls’ safety

Book a driverless taxi in LA. Fall in love with an AI boyfriend. Let Tesla’s Optimus robot cook you poached eggs for breakfast. Despite the convenience, rapid tech advancements are igniting anxieties about human work, ethics, and purpose. Are our fears overblown, or is this the beginning of the end?

Humanity vs technology: is there a war to be won?

More people are living to super-old age (95 years+) than ever before. The eldest of the Silent Generation are hitting the three figures in greater numbers and are an inspiration for us all – especially longevity pioneers, who are pursuing the dream of active, healthy lives as long as possible.

Does life begin at 100? Centenarians are reshaping the UK

With Australian society having a hot-and-cold relationship with sexuality, The Hook Up podcast dares to discuss elements of modern romance and sex as it is truly experienced by Australian Gen Zers and the growing LGBTQ+ community in the country looking for a safe digital space.

Why The Hook Up unfilters sex talk for Aussie Gen Z

South Korea has produced some of the world’s most famous esports stars. But in the age of streaming, the nature of celebrity in the gaming world can vary, with content creators and fans joining the fray. What can competitive and non-competitive gamers teach about building a thriving fanbase?

How South Korea’s celebrity gamers build dedicated fandoms

GagaOOLala, Asia’s pioneering LGBTQ+ streaming service, aims to spotlight queer stories in mainstream media. The platform mirrors a surge in demand for queer content and the progress of the community’s rights in Asia, catering to a group that had little to no media attention up until recently.

Why GagaOOLala uncensors the stories of queer Asians

American music icon Willie Nelson teamed up with young queer singer Orville Peck for the gay country duet 'Cowboys Are Frequently, Secretly Fond of Each Other'. Artists, brands, and content creators are increasingly subverting heteronormative narratives of traditional Americana.

Country legend Willie Nelson celebrates cowboy queer love

With their formative years hindered by pandemic lockdowns, it’s no wonder why Gen Alphas found comfort in online communities. On the gaming platform Roblox, Southeast Asian Gen Alphas advocate for their beliefs – from politics to religion – in a way no other generation has before.

Why Roblox became Southeast Asian Gen Alphas’ social podium

Furniture company Dowel Jones champions Australian-made furniture and embraces authenticity amid new market dynamics. The brand’s pillars of durability, timeless design, and emotional resonance effectively negotiate what it means to do functional design in the modern day.

How Dowel Jones puts fun in functional Aussie furniture

As TikTok's fate in the US hangs in the balance, India's 2020 ban could be a cautionary tale. India's bold move disrupted its thriving creator scene, forcing a migration to new platforms. Now, the US weighs its options, urging a rethink of digital landscapes amid global tensions.

India banned TikTok. Can US TikTokers use this as a blueprint?

Rishi Sunak's adidas Samba gaffe has sparked a backlash, showing modern consumer culture is so polarised that even footwear choices are being politicised. The incident underscores the need for authenticity in an increasingly fractured world, with societal divisions deepening.

British PM apologises to Samba-wearing community

After 2023’s year of fervent girlcore, it's clear that femininity is crucial to how Gen Zers express themselves. Canvas8 spoke to eight Gen Z women from across the UK to discover how their perceptions of femininity and gender politics shape their fashion and style choices.

The future of British femininity in a post-Barbie world

Once aspirational and teeming with tenants, Japanese complexes on the outskirts of cities are now being abandoned – except by the elderly and the recluse. To usher in new life and youth in these areas, Muji started a renovation project that upgrades yet preserves these heritage neighbourhoods.

How Muji helps battle loneliness among Japanese tenants

A new, globally connected generation is shaking up the ways in which they celebrate Holy Week, with travel becoming a central tenant of how people mark their faith. As Filipinos balance the secular and the sacred, what do new rituals tell us about the future of travel during religious holidays?

What's driving new travel rituals around religious holidays?

Boys’ Love media usually features fresh-faced male characters encountering slightly varied struggles. Heaven Official’s Blessing smartly subverts these tropes, placing a queer couple in a distinctly traditional Chinese context and putting their character development at the centre of the story.

Why Heaven Official’s Blessing rewrites Asian boys' romance

Political parties leveraged digital technology, social media influencers, and artificial intelligence (AI) to attract hundreds of millions of Indian voters in the 2024 general election like never before, raising concerns about the misuse of AI and exposure to misinformation and one-sided opinions.

How AI and deepfakes are changing how Indians vote

Hive's new 'distributed cloud technology' aims to democratise access to the cloud and reduce its environmental impact. As AI reignites the conversation around Big Tech and the environmental impact of technology, smaller players have an opportunity to stand out by offering more equitable solutions.

Swiss start-up eyes mass decentralisation of the cloud

Conservative media and wellness personalities are calling for young men to turn to nicotine pouches, framing them as aspirational lifestyle products that amplify traditional masculinity. This highlights the febrile position of masculinity in culture and opportunities to support open dialogues.




Right-wing media touts nicotine pouches as 'manly' fix

Religious and spiritual AI is ascendant, satisfying younger generations hungry for spiritual community and preachers who need help writing their sermons. How can brands seize the opportunity to engage with their audiences more creatively, meaningfully, and sensitively?

What’s driving the rise of religious and spiritual AI?

Generative AI (GenAI) has swept across all industries, including the Indian film world. However, GenAI usage must pass the test of transparency, ethics, and privacy. As people in India share that they trust all that comes with AI, the burden of authenticity lies heavy on the shoulders of creators.

How AI is rewriting Indian cinema

M&S is investing £1 million in changing the diet of milk-producing cows to cut the amount of methane they release. As people demand greater environmental action from corporations, companies are implementing changes across their production and supply chain practices to show their commitment.

M&S target cows' diets to tackle methane emissions

Black progressive cultural commentator F.D Signifier is one of the most prolific Gen Y content creators. Focusing on politics, pop culture, and Black men’s wellbeing, he challenges traditional narratives and dismantles harmful gender stereotypes through his engaging video essays.




F.D Signifier spotlights Black masculinity perspectives 

Conversations around toxic masculinity are influencing every element of social life, and classroom culture is no different. The topic of how to support positive masculinity became a central talking point during the annual NEU conference, highlighting the complex challenges facing today's teachers.

Teachers deal with positive masculinity vs the manosphere

‘Greenhushing’ has increased as businesses contend with erroneous claims of ‘woke agendas’ and the threat of being called out for greenwashing if they get it wrong. Partnering with experts in sustainability can give businesses the credibility they need to take sustainability practices public.

Greenhushing highlights people's distrust in business

The ‘Patron Saint of Situationships’ returns! Following the success of her single, ‘B.A.D,’ Filipina R&B artist Denise Julia has released ‘Sugar n Spice,’ a feel-good track embracing same-gender attraction, which resonates deeply with listeners seeking representation and authenticity.

How Denise Julia revives Filipino R&B for global listeners

A parody game in which users play editor-in-chief and choose headlines shows users how coverage of crises impacts The NYT's business. The game highlights declining trust in mainstream media and offers an immersive understanding of competing interests that may influence editorial decision-making.

Meta news game trains users on editorial framing bias

The solar eclipse created a wave of online discourse, from Reddit forums about feeling its bodily effects to doomsday declarations. Though often untrue, people are projecting meaning onto cosmic events, with astrological phenomena a way for people to process and make sense of anxieties on Earth.

Solar eclipse reactions blend astrology and conspiracy

In an ageing country with fewer kids per capita than ever, South Korean adults are willing to spend money on the kids that do exist in their lives, driving a booming childrenswear industry. What’s shaping Gen Alpha’s fashion choices in their formative years, and what should brands watch out for?

Why are so many South Korean Gen Alphas wearing luxury clothes?

Come for explicit photos of celebrity crushes, stay for the community. From an Instagram page to organising physical exhibits, Y2K Kabaklaan’s intentions are simple – to usher in a safe space for pent-up gay desires and to document an unforgettable epoch in Filipino pop culture.

Why Y2K Kabaklaan archives Filipino queer desires

As abortion access continues to be uncertain in Arizona, Planned Parenthood Arizona has launched a campaign promoting vasectomies. As policy changes reignite the debate around family planning, and with a general election looming, the landscape around abortion rights is becoming increasingly charged.

Limits on abortion shift focus to male contraception 

Amid a mental health and economic crisis, Americans are prioritizing hobbies and recreation, mirroring how they sought solace in awe during pandemic lockdowns. Brands can harness awe to benefit society, with trends like ‘gardencore’ and fandoms underscoring the importance of meaningful leisure.

‘Aweleisure’ is emerging as a remedy for a polarized US

Despite the common assumption that younger generations worry most about the environment, recent studies reveal a more nuanced picture. For businesses focused on sustainability comms, there's a fresh opportunity to engage older audiences on eco values while tapping into affluent demographics. 

Boomers' eco anxiety shows nuanced generational attitudes

Political parties in India have enlisted the help of regional influencers to share political messaging. With contentious elections looming, this strategy highlights how politicians are turning to relatable figureheads to address younger generations’ declining trust in institutions.

Influencers tasked with election campaigning in India

Replicating US progress, France is considering a bill to address hair-based discrimination as desires for self-expression and celebrating cultural identity can conflict with institutional rules. With conversations around hair and hair loss evolving, brands are beginning to demonstrate their support.

France considers a bill against hair discrimination

A 2024 study has shown that a majority of Americans believe the government is concealing information about UFOs. As distrust in American institutions grows, people are increasingly interested in conspiracy theories and other alternative explanations to make sense of the world.

Americans believe the government is hiding UFOs

Faced with rising living costs and changing views on monogamy, people are ripping up the wedding rulebook and redefining what it means to get married. What other factors are impacting people’s attitudes toward weddings? And what can brands learn from this shift in celebrating milestones as a whole?

How are attitudes to marriage and weddings changing?

A survey has shown that adults in Germany are growing concerned about the use of imported plastic waste as recycled products. At a time when eco-conscious consumers are becoming more aware of greenwashing, brands have an opportunity to prioritise and reward local sustainability efforts.

Germans are divided about the issue of plastic waste

Poor economic conditions, shifting work arrangements post-pandemic, and political headwinds are changing Americans' feelings about social class. Canvas8 spoke to eight of them to find out how their class identity is becoming more fluid, and how this is shaping their decisions.

Is class still important to American identity?

Following years of economic and political strife, Britons are conflicted about their social aspirations and feelings of class authenticity. Canvas8 spoke to seven Britons to find out how their ideas of class are becoming less rigid and what this says about desires for security and belonging.

Is class still important to British identity?

After more than 70 years, the German FA is ending its partnership with Adidas in favour of a lucrative Nike deal – but not without major backlash. The controversy highlights the emotional ties between football and national identity in Germany and the wider importance of heritage for sports fans.

German FA's split from Adidas sparks backlash

India’s discerning high net worth individuals (HNWIs) are increasingly reviving traditions and connecting past and present in their fashion. Many now place high value on timelessness, especially among well-heeled urban globetrotters. What can others learn from this shift back to roots?

Why India's HNWIs are bringing back traditional designs

The US Major League Baseball (MLB) is looking to achieve success beyond its home field. MLB’s decision to venture into South Korea is a strategic decision to engage the nation’s notable talents and its world-renowned fandom culture, which catapulted homegrown entertainment to the world stage.

How MLB scores global popularity from Korean sports fans

Why are people choosing local and focused ways to drive social change? How are the conservative and liberal value systems changing in the digital age? Are people still giving to charity in the cost of living crisis? Why are class conversations at the forefront of culture?

Citizenship Sector Snapshot: April 2024

Political polarisation is heating up globally, especially in the lead-up to several significant elections worldwide. A generation of new tools is spawning alternative methods of delivering political messaging, further entrenching but also confusing a divided political landscape.

Scrambled Politics 

As the cost of living crisis forces people to critically evaluate their spending patterns, ideas of charitable care and social responsibility are shifting. For brands challenged to cut through crisis fatigue, there’s an increased focus on effective and emotional messaging, drawing on real and relatable stories to resonate with stressed – and more switched-on – audiences.

Charitable Fatigue

The cost of living crisis is causing many to grapple with their identities, looking to root themselves in their own understanding of where they socially belong: class, community, or localism. While some are seeking to keep the lifestyles they’re used to despite the rising cost of living, others are looking to signal a different status that reflects new values.

Status Flex

People are feeling helpless with myriad global problems that seem too large and complicated to solve at an individual level. As a result, people are seeking ways to interact with change, care, and community at a more nuanced, personal, and local level.

Personalised Anchors

Often stereotyped as a backward land of rage and rebellion, rural America is slowly challenging existing political, economic, and cultural narratives. How can brands tap into emerging shifts and provide rural Americans with nuanced messaging that resonates with their values and aspirations?

Is rural America going through a quiet revolution?

Following years of being cooped up in their homes, Filipinos are looking to break free from the monotony of the COVID-19 lockdowns. Brands can leverage this wave of revenge travel by tailoring services to their desire for active ecotourism, immersive experiences, and pandemic-resilient travelling.

Pent-up wanderlust is pushing Filipinos to revenge travel

Government censorship, sexual harassment, and anti-feminist sentiments have driven Chinese women away from their favourite social networking apps, which has translated to an ever-growing ‘she-economy’ in which they are making purchases – and even creating new brands – that empower them further.

How Chinese women are reclaiming social media from anti-feminists

Posse has become the ‘it girl’ label of choice by winning the hearts of celebrities and fashion enthusiasts globally for its sustainable ‘leisurewear.’ As high-quality, timeless products take precedence over fast-fashion fleeting styles, how did the brand build such a formidable reputation?

Why Posse understates Paris chic for Aussie fashionistas

Women’s football is finally receiving the recognition it deserves, yet its growth has sparked a rise in sexism and misogyny on and off the pitch. Football-focused organisation Kick It Out demonstrates how education can champion inclusion and diversity and challenge notions of old-school banter.

Kick It Out takes action against sports discrimination

Cancel culture has evolved into a public accountability tool fueled by commitments to diversity and the desire for brands to mirror personal values. However, if not organized strategically and with a clear purpose, it becomes an avenue for virtue signaling rather than leading to substantive change.

Is anyone ever truly cancelled?

The French star has become the subject of a vitriolic, racism-fuelled backlash sparked by her rumoured performance at the Paris Olympics opening ceremony. As populations become increasingly polarised, brands have the opportunity to remain vocal and ensure that all identities are represented.

Aya Nakamura faces backlash over French heritage 

Citizenship

People are finding collaborative ways to be good citizens

With trust in governments and other institutions sinking to new lows across the globe, people are finding alternative ways to participate in society positively and constructively. But rather than going it alone, they’re recognising that their time, money, and voices are more powerful as part of a collective.

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