While Big Tech firms were once heralded for bringing people together and boosting access to information, growing distrust in these companies has people seeking ways of taking control of their digital spaces and the information they source. For instance, amid 

 with their Google search results, some are turning away from conventional search engines. Gen Zers, in particular, are instead scouring 

 for any questions they may have, prompting Google to 

 on certain topics. Similarly, rather than relying on algorithms to spark authentic connections, some people are ditching legacy social platforms and joining niche communities such as 

. Others are repurposing existing online spaces beyond their traditional uses, with people 

 via video games and review sites. These moves signal both a desire to hear from a multitude of voices away from existing hierarchies of knowledge and to participate in community-led interactions.

As more and more people favour the opinions of their peers, they are finding new means of discovery that present varied and relatable results. Elevating peer voices in taste formation, 

 added a feature to its Map tool that allows users to recommend restaurants to each other, while 

 connects indie authors with ‘bookfluencers’, leaning into the power of word-of-mouth marketing via BookTok. However, peer discovery is going beyond superficial subjects and towards practical medical advice. Many young people are using 

TikTok to research natural contraception options

, engaging with people who have tried non-medical methods. While these avenues often provide valuable insight and serve as an empowering tool for exploration around topics that otherwise may be difficult to broach, there are 

 to relying on unlicensed authorities, such as the spread of misinformation and sensationalist tips.

To maintain relevance with their audiences, certain brands have tried to harness the power of peers online. One way this is being achieved is by working with influencers who have built organic followings. Recognising their authentic connections with ‘regular’ social media users, brands have teamed up with the likes of 

 to tap into their relatability. Meanwhile, some brands are attempting to position themselves more like peers than faceless businesses. Berlin-based start-up 

 has taken a conversational approach to commerce by offering shopping features on messaging platforms such as WhatsApp, aiming to create a more convenient and personal purchasing experience. And on TikTok, 

 has attempted to embed itself in the established grassroots community of guitar hobbyists and musicians by partnering with artists on the platform. As top-down forms of communication lose influence, brands are refocusing their efforts on 

, acknowledging the appetite for decentralised and democratised systems of influence.

of participants in an American study had to rewrite their Google searches to find results that better suited their needs

User-generated content holds the most influence over people's purchasing decisions. As brands and mega influencers lose clout but more people still want guidance when it comes to purchase decisions, it's leading them to look within their social circles authentic and trustworthy advice.

Peer-to-peer interactions hold most sway on purchases

How has Reddit become an online social phenomenon?

Reddit’s candid message boards have been attracting users since its launch in 2005. As the company eyes an IPO and potential new advertising partnership, how can businesses engage with users and better understand the community culture that has enabled the platform to thrive?

Reddit: user-generated community discussions

Glossier and Lego may be worlds apart in terms of product lines, but both boast vibrant online communities where fans share tips and suggestions with like-minded individuals. How can other brands foster a similar level of digital engagement? And how can these groups evolve beyond mere discussion?

Can brand communities make digital shoppers more loyal?

Gumtree has launched a national campaign in Australia to raise awareness of the importance of rehoming pets. Having launched a pet category on its site in early 2024, the marketplace is encouraging Aussies to consider adopting animals that need a home rather than prioritising newly bred pets.

Gumtree focuses on animal welfare to promote pet category

As inflation keeps people mindful of their budgets, parents are struggling to take kids on holidays during summer vacation. To help kids have a memorable school break, Cadbury Flake – forever associated with summer fun – has launched an initiative to take families to the seaside for free.

Cadbury Flake helps kids make the most of summer break

Memes aren't always great for a politician; they can quickly spread ridicule and absurdity. But the newly minted Democratic presidential candidate is leveraging shifting norms of political engagement to drive hype. With 100 days to win US voters over, will BRAT-inspired memes really cut through?

Kamala Harris leverages memes for presidential campaign

Nespresso is looking to give Gen Z an immersive boutique experience to support brand engagement. As personalized interactions continue to prove powerful, brands have an opportunity to create memorable, educational, and shareable moments that reinforce identity and resonate with younger audiences.

Nespresso spotlights immersive coffee iterations

Digital publisher Common is seeking to disrupt the toxicity of social media with a focus on good news, uplifting stories, and inspirational moments. The strategy to offer a refreshing break from the negativity of online news is already proving impactful, suggesting more opportunities for good news.

Common's good news strategy resonates with Australians

Telehealth provider Wisp has unveiled a provocative OOH campaign in New York that playfully draws attention to the censorship of women's bodies in US advertising. Featuring pixelated images of vaginas, the campaign seeks to normalize vaginal health rather than treat it as a taboo topic.

OOH campaign challenges the censorship of female bodies

People from Northeastern India have faced prejudice toward their local cuisine. However, as interest in hyperlocal stories grows, YouTubers tackling negative stereotypes are finding global audiences and driving attitudinal shifts by spotlighting the local culture and ecology behind the dishes.

Hyperlocal food content is shifting global prejudices

Endometriosis Australia’s first television commercial brings attention to common endometriosis symptoms, encouraging people to take symptoms seriously. The campaign aims to reduce the six-and-a-half-year average journey toward a diagnosis for people living with endometriosis in Australia.

Australian campaign spotlights on endometriosis symptoms

Citroën’s new campaign shows revolutionaries stealing ë-C3s from an aristocratic 18th-century party to drive home the message that 'Electric is no longer for the elite'. With the cost of living influencing eco priorities, Citroën is aiming to offer a new narrative around environmental purchases.

Citroën uses a revolutionary message to promote ë-C3s

Aruba has introduced a tourist fee to enhance sustainability and control overtourism. This initiative reflects a broader effort by the luxury resort to balance the economic benefits of tourism with the preservation of natural and cultural heritage for future generations.

Aruba ramps up response to overtourism with new tax 

SPF awareness is generally higher than before, but there are still areas where sun care isn't prioritised. The Melanoma Fund's new campaign targets sports enthusiasts. Using striking imagery, it shakes up health messaging while showing the importance of sun protection during outdoor activities.

Campaign on sun exposure focuses on safe sports play

High-profile elections around the world in 2024 are stoking fears about misinformation, making many people wary and distrustful. Canvas8 spoke to political scientist Dr. Emma Hoes to understand how a positive outlook can help navigate uncertainty and how brands can play their part in easing minds.

Trust in positivity! The science of tackling misinformation

Gen Z values online privacy, preferring ephemeral and anonymous posting options that minimize their digital footprint. Yet while they don’t trust companies with their data, their cybersecurity issues are often caused by their own online habits. How is this cohort’s approach to web safety evolving?

How are Gen Zers safeguarding themselves online?

TikTok is investing in resources to help small businesses grow on TikTok Shop. The accelerator programme, which is geared towards women and LGBTQ+-owned businesses, is the latest in the company's struggle to gain favour in the US market as regulators prepare to ban the platform.

TikTok launches small business accelerator in US

Sausage company Johnsonville is attempting to boost positive content on social media as part of its campaign to 'Keep the Internet Juicy'. With the US election fast approaching, brands seeking to cut through the toxicity of online platforms are set to resonate with politically fatigued consumers.

Johnsonville urges kindness amid tense political voters

Despite a data breach and disputes over its ownership, most of Japan’s population and millions around Asia continue to use LINE, the messaging platform-turned-super app that has become a must-have for everyday needs. How has it embedded itself in people’s lives and provided a safe space online?

How LINE connects Japan’s netizens to easy self-expression

First bubblegum, then Oreos, now… sunscreen? Influencer Nara Smith has gone viral again for making sunscreen from scratch on TikTok. The video reflects the ongoing issue of health misinformation on the platform, which is putting younger people at risk.

TikTokers risk burn with homemade sunscreen

A new campaign by the government in Victoria, Australia, is encouraging people to confront their biases, raising awareness of how discrimination impacts the wellbeing of trans and gender-diverse people. This follows rising anti-transgender sentiment, acknowledging the desperate need for action.

Campaign tackles trans and gender-diverse discrimination

South Koreans seek technology that boosts connectivity, increases workplace efficiency through AI, and provides innovative social and entertainment experiences. Their demands drive significant investments in digital infrastructure, allowing brands to focus on trendsetting and immersive experiences.

What do South Koreans want from their tech?

Amid increasing pushback against mass tourism, an unconventional ad from Visit Oslo has framed the Norwegian capital as a slower, calmer alternative to over-crowded tourist hubs. The tongue-in-cheek ad speaks to a growing desire for stress-free travel among burnt-out holiday-makers.

Visit Oslo taps desires for slow tourism

Samsung has released a docuseries spotlighting how three niche sporting communities found their way to the 2024 Olympics. Celebrating the subcultural beginnings of each sport, the series reflects the growing importance of community and inclusion among emerging sports fandoms.

Samsung taps niche sports fandoms ahead of Olympics

Research from Jigsaw has offered insight into how Gen Zers digest digital information. As faith in traditional sources of authority wanes, young people are outsourcing their trust to like-minded peers or trusted influencers and gauging the validity of claims through socially informed filters.

Gen Z rely on shared social networks to determine truth

Integral Ad Science has introduced a tool intended to help marketers avoid placing advertisements alongside deepfakes. With the US 2024 Presidential election poised to prompt a surge of deepfakes online, marketers and consumers alike are looking for tools to help them parse reality from fantasy.

Marketers look to avoid advertising alongside deepfakes

In a world where athleisure wear is booming, it’s increasingly hard to stand out from the crowd. How can a brand make practical and functional garments exciting? Look no further than Pit Viper, who seamlessly blend internet nostalgia aesthetics with sharp-witted humor to sell their apparel.

How Pit Viper captivates adventure-seekers

Brands and retailers are showing notably muted celebrations for Pride Month 2024 compared to the year before, leading to some criticism over 'false activism.' In a divided political climate, brands are focusing on community activations and support rather than conspicuous campaigns.

Brands have muted Pride Month campaigns in 2024

Social media platform Lemon8 has seen rising popularity in the United States among people seeking algorithmic, carefully curated lifestyle content. But is the app performing based on its appeal, or a broader push by its owner to be a TikTok alternative in the wake of the social media crackdowns?

How Lemon8 is challenging the social media landscape

Dutch telecoms company KPN – in partnership with Dentsu Creative Amsterdam – has won the Creative Strategy Grand Prix at Cannes Lions. The company has achieved widespread success in educating young people on the harm that the online sharing of intimate photos can enact on people’s lives.

KPN wins at Cannes Lions with 'A Piece of Me' campaign

An omnichannel ad campaign from Spotify centres around the app’s data-driven personalisation features. Despite a growing sense of unease around data privacy, people remain drawn to hyper-personalised digital services, revealing a tension between caution and convenience.

Spotify’s campaign taps desires for personalised UX

In light of the ongoing student debt crisis in the US, an increasing number of brands are incorporating college scholarships into their marketing strategy. With public faith in institutions reaching historic lows, people are looking to brands to offer material support to marginalized communities.

Brands are giving away scholarships to capture Gen Z

By partnering with Microsoft, Straker is leveraging generative AI to translate New Zealand news articles into te reo Māori – New Zealand’s Indigenous language. While a positive example of AI’s capabilities, capturing cultural context and nuance remains key to quelling consumer fears.

Straker uses AI to translate news into te reo Māori

In the run-up to the UK general election, party leaders on both sides of the political spectrum have begun campaigning via TikTok. As Gen Z’s trust in traditional media wanes, understanding the way young people engage with politics online is an increasingly important strategy for winning their vote.

UK leaders embrace TikTok to reach Gen Z voters

Telehealth start-ups are emerging to offer Ozempic and similar GLP-1 weight-loss drugs to men, who are often left out of these appeals. While this represents an underserved market for these products, education, and sensitivity are needed when talking to men about weight-loss drugs.

Start-ups attempt to address male Ozempic gap

Boomers are an attractive demographic for telco brands with almost one in four Americans set to be over 65 by 2050. But how should telco brands adjust their plans to suit the evolving lifestyles and the need for connectivity of older people, as well as the features they require?

How American Boomers are choosing their cellphone plans

An online movement is aiming to deplatform celebrities and influencers who remain silent on the ongoing humanitarian crisis in Gaza. With global political and social tensions rising, people are turning away from those who don't represent their worldviews and towards smaller, like-minded communities.

Pro-Palestinian netizens launch #Blockout movement

In anticipation of the Olympics, Parisian hospitality businesses are making concerted efforts to overcome the negative perception of being unwelcoming. Given the significant impact of enjoyable dining experiences on tourism, maintaining courtesy in upholding a nation's reputation could prove vital.

Hospitality reforms to change Paris' negative reputation

In an increasingly curated and commercialised social media landscape, how much do Britons value authenticity over idealised posts? And what’s behind the rise of ‘Finsta’ accounts? Canvas8 spoke to people from across the UK to find out how much they’re willing to share online.

How honest are Britons on social media?

As social media becomes increasingly polarized and less social, Americans are torn between craving authenticity online and guarding their digital privacy. Canvas8 spoke to people from across the US to understand how they navigate this conundrum and their online personas.

How honest are Americans on social media?

Global challenges like upcoming elections, the cost of living crisis, and climate change are weighing heavily on people's minds. With growing frustration over virtue signalling and navigating culture wars, there's a clear shift towards incorporating light-hearted humour in communications. With 48% of people globally believing they have a relationship with a brand only if it brings a smile or laughter, humour is playing an increasingly critical role here.

Lifting the Mood

From ‘shadowbanning’ to an internet-flattened culture that seems to push the same content repeatedly, people are frustrated with how algorithms impact their time online. From people oversharing about their private lives to celebs lacking (or ignoring) media training, people are looking for more spontaneous, authentic moments on social media that are messy and chaotic rather than aspirational and perfectly polished.

Anti-Curation

As social divisions deepen, divisive online experiences are increasing and people are having to navigate volatile digital spaces – even outside of mainstream online arenas. Adopting hacked ‘algospeak’, confronting ‘enemies’, and navigating more deeply entrenched culture wars, the online communications landscape is one where consensus is harder to find than ever.

Hyper-polarisation

As hyper-seamless connections become the norm, a counterculture based on friction is emerging. Overwhelmed by the speed and meaninglessness of seamless connectivity, people are searching for modes of communication that are knottier, more tactile, and slower. This is driving a resurgence of vintage tech that facilitates a more ‘human’ form of online comms.

Future Friction 

How are brands utilising humour to better connect with their audiences? What are people doing to overcome polarisation and reach consensus? Why are people rejecting careful curation for messy and unpolished content? How is retro technology providing respite through simpler connection?

Communications Sector Snapshot: May 2024

A study has revealed that Boomers don't see themselves as old, despite what younger generations might think. As generational assumptions shift, brands have a unique opportunity to connect with wealthy Boomers by going beyond stereotypes and generalisations and truly understanding what they want. 

Boomers are redefining what it means to age

Meta AI's integration into Facebook, WhatsApp, and Instagram has received mixed reviews amid privacy concerns. Despite Big Tech's AI push, trust in the technology remains low; against this landscape, Apple's cautious strategy of prioritizing user privacy over rapid adoption could win people over.

Meta's AI risks backfiring amid privacy concerns

In a bid to boost engagement, LinkedIn is adding a selection of puzzle games to its platform – Pinpoint, Queens, and Crossclimb. While gamified engagement has proven successful for some brands, the strategy could frustrate people hoping to switch off and limit their screen time.

LinkedIn gamifies engagement for professional networkers

Whether it’s a phishing scam or an AI-generated image of the Pope, misinformation is running rife in the digital age. But why do intelligent people fall for (and spread) harmful fake news? Alex Edmans explains the pitfalls of the human mind, often driven by impulse biases and behavioural heuristics.

Alex Edmans on the truth about misinformation

Bumble's 'opening moves' allow men to start conversations, marking a significant departure from the app's original model. Amid growing frustration with online dating, these services are seeking ways to reinvent themselves while maintaining a sense of uniqueness in an increasingly crowded market.

Bumble's 'opening moves' allows men to text first

Deepfakes and other forms of AI-based disinformation are disrupting the democratic process across the globe, nowhere clearer than in the run-up to Brazil’s municipal elections in October. Who’s responsible for policing online disinformation and how is AI-generated media adding to the confusion?

How deepfakes influence political culture in Brazil

After a drastic makeover went viral, Westerners flocked to Xiaohongshu (also known as Red), a Chinese social networking app, in search of makeover tips. They’ve also delighted in Red users’ honest but not unkind feedback, a byproduct of Chinese culture that is seeing growing appreciation globally.

Why Xiaohongshu’s Chinese users are consulted for frank makeovers

YouTube is updating its parental control options to let children read but not write comments on the platform, to make the site safer. As parents seek safer online experiences for their kids, the update looks to offer parents a flexible means of moderating their children’s online interactions.

YouTube rolls out read-only comments for kids

Skincare enthusiasts are taking an interest in preventative care to avoid the appearance of aging, even starting as young as their teens, in some extreme cases. Canvas8 spoke to nine Americans to find out how and why they’re incorporating anti-aging products into their skincare regimens.

How are Americans using anti-aging products?

SNICKERS has launched a campaign centering around airport-related freakouts, positioning the brand as a cure for travel-induced grumpiness. As viral travel freakouts have become a social media mainstay, people are looking for brands to make travel more enjoyable and frictionless.

SNICKERS campaign reflects air travel disappointments

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 

RSPB is tapping into Gen Z humour with a push towards chaotically themed viral bird-related content. As crisis fatigue leaves many younger people feeling powerless, brands are using levity and absurdism to cut through the negativity and foster engagement with important causes.

Chaotic bird content brings joy to charitable giving

As a TikTok ban looms, US Gen Zers are saying they would rather take a chance on a new app than risk embarrassment in front of IRL friends on Instagram reels. Young people are looking for ways to silo their online presence in an attempt to avoid ever-present social media toxicity.

Gen Zers scramble for home in anticipation of TikTok ban

HMD and Heineken have launched a limited-edition Boring Phone, encouraging a break from the immersive world of smartphones and a return to minimalist retro technology. As people look for a reprieve from fast-paced digital environments, they're turning to nostalgic tech to find it.

Limited-edition Boring Phone promotes digital breaks

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

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

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?

TikTok is launching a new photo-sharing app, TikTok Notes, to rival Instagram, reflecting the growing trend of personalized online experiences and the decentralization of information. However, TikTok's algorithm-driven approach has already received some pushback from users.



TikTok challenges Instagram with new 'Notes' photo app

Billie Eilish has gained nearly seven million Instagram followers in two days after adding all followers to her Close Friends stories. Social media has evolved to become more exclusionary, and communications are shifting to favor more closed-door communities to create a sense of connection.

Billie Eilish Instagram stunt adds millions of followers

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

While it’s hard to change consumer behaviour, studies have shown that simply giving an action a name can help spur adoption by creating a sense of familiarity and in-group signalling. Canvas8 spoke to Professor Valentyna Melnyk to find out how brands can use behavioural labelling to inspire action.

You’re doing what?! The science of behavioural labelling

Motion sickness medication Dramamine has produced a documentary on the history of the barf bag, a playful nod to a technology made less common by the medication. Playful, oddball content is growing in popularity – creating an opportunity for 'serious' products to tap into a new cultural milieu.

Dramamine releases playful barf bag documentary

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

Communications

People are leaning into peer-to-peer comms as influence is decentralised

As distrust in institutions and brands builds, increased importance is being placed on peer-to-peer communications, recommendations, and connections. Moving away from traditional sources of information online, people are looking to each other – and strangers – for everything from medical advice to care and comfort.