Anastasiia Fedorova is a senior insights editor at Canvas8. A writer, curator and cultural strategist, she specialises in art, fashion, design, technology and visual culture. Her personal work explores sexuality, identity and queer communities while interrogating our place in a world shaped by rapidly changing technologies. As an avid sci-fi fan since teenage years, she is always interested in thinking about multiple and diverse futures.

Sports have long allowed people to find passionate and close-knit communities – but what these communities look like now is increasingly in flux, as are the rules of engagement. 

, traditionally associated with the wealthy upper classes, is becoming more open to new generations of fans who consume it through bite-sized highlights online. 

 is rapidly moving into esports territory as grandmasters take to Twitch and YouTube. At the same time, many sports communities still prioritise coming together in person, especially for those who might not have felt welcome in the past. The previously male-dominated endurance sports, like 

 for Black female riders have become a diasporic movement as many seek greater representation on track. Still, nothing reflects the changing priorities in sports better than women’s football. Local clubs like 

 are putting diversity and mutual support above all, changing the sport's image for good.

People are more and more keen to express their love of sports in what they wear and how they spend time. 

 have become an essential part of the zeitgeist: from Gucci, Converse, and 

 courting football fans with collaborations to 

 a fan favourite. People are keen to enjoy sports alongside other forms of entertainment, creating an immersive experience that retains the prized feeling of camaraderie. Sports also create more access points for culture: the street basketball tournament 

 is a timely example of local pride rooted in music and fashion as much as the sport itself.

Women's World Cup broke even for the first time

, generating $570 million in revenue. While gender inequality persists, fans are keen to see a more inclusive future, and a more welcoming mentality is on the rise. People are becoming increasingly vocal about the need for brands to highlight barriers for female players, an excellent opportunity for brands to support a new generation entering the game. 

, for example, is tackling representation bias by teaming up with Getty Images to create a bank of pictures that reflects the true diversity of football. 

New Balance signed its first-ever female basketball star

, Cameron Brink – a huge step forward for representation in women's sports. A 

 enlisted WNBA players Diana Taurasi, Sydney Colson, Sylvia Fowles, and Theresa Plaisance to inspire young girls to pursue their dreams with determination, regardless of their career choices.

of Britons agree brands should actively collaborate with and platform the voices and stories of people from minority communities

The fashion world is desperate to gain a foothold in football, with brands ranging from Gucci to Converse entering the sport. These brands’ interest in football reflects the changing attitudes of supporters, with younger fans finding new ways to engage and pushing for a more inclusive sport.

How are modern football fans dressing?

Endurance sports have long been considered to be male-dominated arenas and none more so than high-powered triathlons. Traditional Ironman events have seen a growing popularity among women keen to challenge themselves while enabling them to enjoy a sense of camaraderie and community through exercise.

Why are triathlons attracting more women?

Running has long been a sport governed by the clock. But everyday athletes are challenging the sport’s fixation with fast pace and defining personal bests on their own terms. As people of all ages, bodies, and abilities take up running, how can brands forge a more inclusive running landscape?

Why more runners are embracing a slower pace

Japan’s drinking culture seems to be changing, with declining sales, bans on public drinking and disputes over advertising in public spaces. As alcohol consumption declines since the COVID-19 pandemic, there’s an opportunity for brands to craft more original drinking occasions.

Japanese drinking habits are changing after the pandemic

Portion sizes in US restaurants are beginning to shrink due to rising food costs, climate concerns, and the "snackification" of mealtimes. Despite a sizeable contingent of Americans being unwilling to relinquish their super-size portions, the dining landscape is shifting.

US restaurant portion sizes begin to shrink

Seoul is hosting its first global webtoon festival and awards ceremony in Seongsu-dong, a vibrant cultural hub in the city, providing a participatory cultural experience. As webtoons gain global popularity, the government is supporting initiatives to engage fans both locally and abroad.

Seoul hosts immersive webtoon festival for fans

The summer of 2024 was a vibrant season of sport across Europe, with German teams and athletes attracting eye-watering sponsorship deals. But as people’s interest in sport evolves beyond the mainstream, Sponsoo is helping lesser-known athletes, teams, and leagues get in on the action.

How Sponsoo empowers German fans to sponsor sports

The artist teamed up with Google Maps to spotlight sustainable transport and food options on her North American tour. As people want their favorite artists to reflect their values, there is an opportunity to appeal to eco-friendly habits by fostering discovery and community engagement.

Billie Eilish promotes eco-friendly actions on US tour

With budgets stretched and wellness front of mind, the mid-strength and no-and-low beer segments are thriving among drinkers Down Under. As people navigate financial headwinds and explore sober experiences, how can brands in the sector keep up with their evolving tastes?

What do Aussie drinkers want from their beer?

British Airways is investing in large projects to remove CO2 from the atmosphere. With people looking to the travel sector to take meaningful measures to curb climate impact, BA is setting a new standard for environmental responsibility with concrete steps to offset its carbon emissions.

British Airways invests massively in carbon removals

Luxury hotel The Standard taps tattourism by giving guests exclusive access to local tattooists during their stay. With the desire for curated, local experiences continuing to grow among travelers, The Standard is attracting dedicated followers seeking one-of-a-kind, locally-inspired experiences.

The Standard luxury hotel courts tattoo aficionados 

Australia put on a great showing at the 2024 Olympics, once again spotlighting the nation’s sporting prowess. But how are the ways that Aussies engage with athletes and teams evolving? What does the rise of both digital viewership and ‘sports-cations’ suggest about modern fandom?

How Australian sports fans’ viewing habits are changing

German food-tech startup Freda is gaining momentum, offering premium frozen meals that address people’s desires for convenience and low costs without compromising quality. Brands have an opportunity to balance this expansion with the more symbolic aspects of dining - from community to indulgence.

Freda gains momentum in Germany with premium frozen foods

TikTok is awash with videos featuring artfully curated personal items in airport security trays, turning routine security checks into unique storytelling canvases. An expression of individual style and creativity, the trend highlights desires to find beauty in the mundane and everyday.

Airport tray aesthetic finds beauty in the everyday

MOVeLOT, a Tokyo-based robotics start-up, is giving fans of the 1988 mecha anime franchise the chance to climb into and operate a lifesize version of one of the film's robots. With a new series planned for 2024, immersive tech provides a way to engage new and old fans more deeply.

Immersive experience lets anime fans operate a robot

The Mid-Autumn Festival has sparked a surge in local tourism, shopping, and dining in China. The holiday provides an opportunity to spend time with family, travel, and participate in rich traditions as people look to celebrate their heritage against a backdrop of rising national and cultural pride.

Mid-Autumn Festival sparks spending around celebrations

Audible has partnered with sex therapist Chantelle Otten to create an immersive dining experience that encourages conversations around sexual wellness. As food-based aesthetics continue to dictate marketing cool, there’s an opportunity to unlock meaningful indulgence for experience-hungry Aussies.

Audible podcast brings sex therapy to the dining table

Could AI be the next frontier in personalised travel? How can companies deal with overtourism? Are niche experiences going to replace shared global events? In this part of the 2025 Expert Outlook, we speak to three experts about how attitudes to travel and leisure are adapting to changing times.

2025 Expert Outlook on Travel and Leisure

A growing passion for wellness getaways and personalised adventures is seeing Singaporean and Chinese travellers take tourism to the next level. With wallets open and AI on their side, they’re harnessing platforms like Trip.com to help them enjoy memorable and truly transformative experiences.

Why Trip.com fulfils the Asian need for organised travel

Train travel may be on the up, but so are rail journeys from hell. The disruptions and cancellations are only half the battle for disabled passengers. Avanti West Coast is one operator modernising the customer experience with both innovative and inclusive features to upgrade UK rail.

How Avanti makes way for personalised access on UK rails

JPMorgan Chase has ventured into the travel sector with Chase Travel, helping aspiring luxury travelers streamline the planning process and get extra value from their everyday spending. With Gen Zers and Yers eager to go on once-in-a-lifetime trips, it’s making experiential desires more attainable.

How Chase Travel centers loyalty in financial services

A new partnership between Sotheby’s and Marriott will auction highly valuable collectables alongside exclusive itineraries. As the signifiers of status evolve and the lines between goods and experience blur, HNWIs are looking to commodify one-of-a-kind experiences to signal exclusivity.

Marriott and Sotheby’s upgrades exclusivity for HNWIs

Katanning, a town of 4,000 people located 300 km from Perth, has seen a rise in Asian tourists following a viral video showcasing its vibrant Malaysian community. The videos’ popularity highlights the demand for diverse content to foster cultural connections and understanding.

YouTube video draws Asian tourists to rural Australian town

Fruittella Brazil launched a sun-activated storybook, Lá Fora É Mais Legal, encouraging kids to play outside by revealing stories only in sunlight. This initiative highlights the importance of outdoor play in reducing the effects of excessive screen time often faced by digital native Gen Alphas.

Fruittella's sun-activating book promotes outdoor play

Zoomcar has launched a partnership with Mappls MapmyIndia to integrate its cars with AI-driven map technology. As people seek ways to make their journeys smoother, brands can utilise the power of new technologies to enhance the travel planning process and make public transport accessible to all.

Zoomcar and Mappls enhance road travel in India

The global market demand for athleisure is rising, and one brand that remains at the forefront is Lululemon. Its premium product range is underpinned by a community and ethics-focused business strategy that ensures that, despite the hefty price, the brand remains accessible.

Why Lululemon encourages active shopping among Britons

Fast food giant Pizza Hut is opening stores that offer smaller, cheaper versions of its favourites to attract cost-conscious diners in China. With people cutting back on dining out amid financial uncertainty, fast-food chains are proving to be more affordable and convenient options.

New Pizza Hut concept stores in China help diners save 

A study found that when looking for green flags on dating apps, more than three-quarters of people say they’re drawn to fellow users with ‘interesting hobbies, interests and pastimes.’ And as people struggle with dating app fatigue, niche hobbies may be a pathway to more organic connection.

Niche hobbies provide an antidote to dating app fatigue

There is growing interest in sustainable travel as people reassess their priorities, but there’s an intention-action gap brought about by a lack of transparency from the tourism industry. Canvas8 spoke to Dr. Christina Chi about how brands can align with their audience’s eco-conscious demands.

Christina Chi on how brands can boost sustainable travel

An exhibition set to open in London invites true crime fans to explore some of history's most famous serial killer cases. While people are seeking greater immersion in the content they consume, concerns are being raised over the ethics of real tragedies as entertainment.  

Serial killer exhibition to open for true-crime fans

Media brand Monocle has partnered with Lagardère Travel Retail to open a store at Frankfurt Airport Terminal 1. With travel stress a hangover of the post-pandemic holiday surge, people are looking for soothing and novel experiences that foster a better end-to-end journey. 



Monocle eyes airport shopping rituals in Frankfurt

The Department of Nike Archives is opening up ahead of a 2025 exhibition. With heritage and limited editions central to how status is consumed and expressed in fashion, the celebration of Nike's cultural impact will resonate with fans looking to immerse themselves in the brand's world.

Nike exhibition offers immersive cultural status to fans

Research has found that social media posts of a destination can make the spot less appealing to other visitors. With digital discovery placing much of the world at our fingertips, exclusivity is harder to attain, and people are looking for choices off the beaten path to signal their individuality.

Destination selfies deter potential visitors

The social enterprise Plate It Forward brings community to the kitchen by providing a safe working space for some of Australia’s marginalised individuals. Dining there means donating a meal to someone in need, touching on Australians’ core values and connecting with them beyond just a transaction.

Why Plate It Forward serves expat cuisine for an Aussie cause

In a stagnating toy market, LEGO has managed to remain relevant in modern times. Enjoyed by both adults and kids alike, the beloved bricks demonstrate how to engage cross-generational fans across multiple platforms through contemporary collaborations and consumer co-creation.

How LEGO engineered enduring appeal in the digital era

Chinese youth are showing renewed interest in traditional culture and spirituality in an attempt to regain a sense of stability. As discussions around death become gradually more open, funeral handcrafts are providing a meaningful way for Gen Zers in China to connect with heritage.

Chinese Gen Z rediscover traditional funeral art

A group of Brooklyn mothers have forged a supportive network at the local skate park, taking a more inclusive approach to the sport. Born of desires to escape responsibility and build community, the grassroots group represents a wider movement to redefine the cultural narrative around motherhood.

Skateboarding offers community for New York moms

For a fourth year, Heinz has pledged support for Black-owned restaurants in the US through its grant program. As people call for more equitable solutions to address diversity issues, brands will be challenged to go beyond virtue-signaling and tackle the systemic causes of disparity.

Heinz renews support for Black restaurateurs in the US

The NFL has kicked off the 2024 season with a campaign that positions football as a force of unity. The campaign shows how DE&I has become baked into the brand’s DNA and looks to demonstrate how narratives of inclusivity can actually help drive resonance in these polarizing times.

NFL ushers in football season with DE&I-focused ad

Stores selling animation and gaming merchandise are gaining popularity among Chinese youth as places to connect with like-minded peers. With fandoms providing a crucial source of community building among Gen Z, ‘Guzi’ stores are generating appeal by creating moments of connection and belonging.

‘Guzi’ stores offer community retail for Chinese youth

Nintendo is launching an immersive exhibition in Japan where fans can experience their favourite games from the company's archive. As attitudes around 'kidulting' evolve, brands can appeal to desires for play and escapism by merging modern technology with nostalgic products or experiences.

Nintendo’s Kyoto museum entices nostalgic gamers

High-end restaurants across the UK are increasingly moving away from tasting menus in favour of more flexible, budget-friendly options to accommodate changing preferences and economic pressures. People are seeking out dining experiences that offer value for money and quality amid cost concerns.

High-end restaurants shift to accessible dining menus

The tourism industry has seen a significant resurgence post-COVID-19, with numerous travellers eager for wine-focused experiences. But in this vast opportunity, how can wineries of any size, from small, family-run ventures to larger operations, truly capitalise on it?

Why is wine tourism booming globally?

China’s ageing population is a concern for its government, but travel companies are excited about the opportunities around older travellers and domestic tourism. Catering to renewed desires for adventure, providers are adjusting their services to tap into a potentially lucrative consumer base.

‘Silver travel’ primed to boost China’s domestic tourism

The Casbah Coffee Club in Liverpool, where The Beatles played their earliest gigs, has been turned into a Beatles-themed Airbnb. The accommodation, run by original drummer Pete Best, gives fans of the band an authentic, immersive experience at a historic venue, speaking to nostalgia and escapism. 

Historic Beatles venue offers fans immersive escapism

Overtourism is driving travel companies to invest in secluded spots for resorts, and sales of private islands have spiked since the end of the pandemic. As travelers turn to more off the beaten track destinations, brands are looking to take advantage of those tired of well-worn vacation spots.

Overtourism is driving a rise in private island vacations

Political polarization, social shifts, and economic pressures are reshaping how Americans celebrate major holidays and personal occasions. Canvas8 spoke to eight people across the country to find out more about how they approach gatherings, hostings and traditions in the shifting world.

How are Americans celebrating special occasions?

As people in the UK continue to grapple with the cost of living crisis, it's having an impact on celebration spending for Christmas, Eid, Diwali and other occasions. Canvas8 spoke to eight people across the country to find out their takes on gift-giving, festive meals and shared entertainment.

How are Britons celebrating special occasions?

Chivas Regal and Arsenal announced a new multi-year partnership ahead of the new football season. With Britons decreasing their alcohol consumption, the whiskey brand is appealing to fans by emphasising the values of community, progressing culture, and celebrating collective success.

Arsenal x Chivas Regal taps into football fan community

Southwest Airlines is teaming up with ten content creators to appeal to Gen Z shoppers on social media. As young people increasingly rely on social media for purchase decisions, they want brands to partner with creators who can authentically represent their products beyond the price tag.

Southwest Airlines sets sights on Gen Z social shoppers

Spending on wellness tourism is soaring as health-conscious individuals splash their cash in the pursuit of longevity. But with advancements in healthcare technology advancing at a rapid pace – incorporating everything from biohacking to hormone tracking – how can hospitality destinations keep up?

How will technology change the future of wellness travel?

A budding online community is forming around cozy gaming – a genre of low-stakes, non-violent video games designed for relaxation. As myriad global crises drive stress levels to new heights, people are retreating into calming hobbies and re-centering their pastimes around community and wellbeing.

Cozy-gaming community spotlights escapist hobbies

The singer’s music video is facing potential legal action for possible damage to the protected dunes of S’Espalmador in Spain. With ongoing shifts in artist-fan relationships, people are expecting their favourite artists to use their platform for social and environmental good.

Katy Perry’s comeback further mired by eco legal action

Axis Bank has joined hands with Visa to launch Primus, a premier credit card for India’s ultra-high-net-worth individuals (UHNWIs). As luxury appetites mature, affluent Indians will expect brands to offer insider, bespoke products and services that centre on one-of-a-kind experiences.

Axis Bank unlocks VIP experiences for India’s UHNWIs

In 2024, Australians will navigate the balance between their deeply held values and economic realities. While their decisions mirror their desire for societal change, the cost of living crisis has shifted priorities. How do these dual realities shape people’s lives and decisions amid trying times?

A Cultural Snapshot of Australia: 2024

The Mid-Autumn Festival's influence stretches globally, touching billions of people of Chinese descent. Specifically, Southeast Asia houses the largest concentration of China's diaspora. What do the region’s localised celebrations of the event look like, and how can brands connect with its citizens?

How have Southeast Asians localised the Mid-Autumn Festival?

The China Film Co. has partnered with a national broadcaster to air the 2024 Paris Olympics in cinemas across the country. As economic pressures force young people into smaller home environments, Gen Zers are embracing the event, viewing opportunity as a much-needed third space.

Chinese Gen Z choose to watch the Olympics in cinemas

Breaking made headlines in its Olympic debut, but perhaps not for the reasons many had hoped. Organisational issues and unconventional moves dominated conversations, highlighting the challenges of establishing cultural relevance – especially during mainstream sporting events.

Breaking fails to land cultural relevance at Olympics

As Gen Zers engage with slower, mindful lifestyles, phillumeny – the art of collecting matchboxes – is increasingly gaining popularity. Driven by a desire for connection and shared memorabilia, people are looking for brands that can bring discovery and adventure to niche interests.

Matchbox mania speaks to Gen Z love of memorabilia 

The city of Madrid has launched a new initiative aimed at reviving public interest in reading. With many people growing fatigued with time spent on social media, brands can harness the power of interactive storytelling and experiential activation to further immerse people in new worlds.

Decline in reading takes book culture outdoors in Madrid

Airbnb has partnered with By Rotation to offer free dress rentals with accommodation for wedding guests abroad. Amid soaring wedding costs, people are increasingly seeking out integrated, eco-friendly solutions that combine travel and fashion needs while reducing expenses.

Airbnb offers outfits to rent for destination weddings

In February 2024, Germany passed legislation that made it easier for people to carry and cultivate a fixed amount of cannabis. How might this partial legalisation affect the way people socialise, and what does the law’s ascent tell us about the nation’s recreational cannabis culture?

How might legal cannabis change socialising in Germany?

Expedia, Wells Fargo and Mastercard have unveiled two new co-branded credit cards offering enhanced benefits for U.S. travelers. As people continue to prioritise experiences over material goods, they're seeking more holistic loyalty programs that integrate seamlessly into their lifestyles.

Expedia travel credit card rewards everyday spenders

The British Show Pony Society has pledged its commitment to support hobby horsing, a rising sport popularised in Finland and gaining traction among the youth. The initiative highlights the power of subcultures in connecting people through shared interests and emphasises the joyful aspects of sports.

Hobby horsing entices Gen Alpha sports buffs

Women's sports are growing in popularity, giving rise to new fandoms and a desire for mainstream sports spaces that cater to the needs of a new cohort of women's sports fans. 'Watch Me!' Sports Bar is one of the few places in the US that focuses specifically on the needs of women sports fans.

'Watch Me!' Women's sports bar appeals to growing fandom

Kunstmusuem Den Haag is inviting people with dementia to a multi-sensory tour so they can experience art alongside their loved ones. People's perceptions of the syndrome are shifting, and the museum's move highlights the power of creativity in forging new bonds and boosting mental stimulation.

Dutch multi-sensory gallery supports people with dementia

Loved Before's stuffed animals will be featured in shops across Essex, with the selection of toys reflecting animals and insects in the area. The partnership shows the brand’s commitment to conservation through circular toy practices while also supporting Gen Alpha's discovery of local nature.

Loved Before enters eco-partnership with Wildlife Trust 

Hope & Sesame has found its footing in Guangzhou and has become one of China’s best. The Dongshankou-set speakeasy’s unique approach to unearthing craft cocktails fostered a global following among alcohol lovers, whose preferences continue to shift toward symbolic beverages and brands.

Why Hope & Sesame crafts liquor journeys in urban China

Travel and Leisure

As sports merge with other forms of entertainment, people demand diversity and inclusivity from brands, teams, and athletes

Gone are the days when sports fandoms were insular, closed communities. Not only are sports enthusiasts becoming increasingly diverse, but people are also keen to have sports as a big part of their lifestyles – how they dress, travel, and socialise.