Amid looksmaxxing trends, young men are grappling both with the online narratives of toxic masculinity and the gendered cultural and economic expectations projected by society. Canvas8 spoke to British Gen Z men to find out what masculinity means to them and how they like to express it

How are young British men redefining masculinity? 

Gen Zers are often at the forefront of micro-trends heralding new archetypes of masculinity, from ‘hot rodent men’ to ‘golden retriever boyfriends’. But how are Gen Z men navigating the tricky terrain of shifting masculinity in an increasingly polarized and atomized society?

How are young American men redefining masculinity? 

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

TikTokers are embracing #underconsumptioncore, a trend that challenges consumerist habits by advocating the use of fewer products. Building on de-influencing, frugality trends are gaining popularity as people seek ways to cope with the ongoing cost of living crisis and environmental concerns.

Frugality TikTok trend encourages underconsumption

Vans has launched Vans World 2.0, a new iteration of its successful Roblox game, which includes a digital-first launch of the Mixxa sneakers. In addition to a sense of exclusivity, the move caters to younger generations' desire for immersive and interactive experiences.

Vans World 2.0 brings sneaker exclusivity to Roblox

In a crowded market, CeraVe has sought to break through the beauty landscape by using humour to promote its products. As Gen Zers engage with entertaining and subversive ads, CeraVe's latest move to launch a soap opera aims to connect with younger audiences while educating them on skincare.

CeraVe uses soap opera clichés to connect with Gen Z

Sales of physical music have increased for the first time in 20 years, driven by big releases from popular worldwide artists such as Taylor Swift and Billie Eilish. As digital-first consumption becomes the norm, collecting physical copies of media is growing in its importance for fans.

Physical music sales increase for first time in 20 years

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

Method has launched a range of 'Good Karma' shower gels that employ uplifting mantras, unique scents, and specific hues to bring about positive feelings. The range taps into Gen Z's newfound love of shower routines, revered and celebrated on TikTok for the self-care opportunities they offer.

Method taps into Gen Z's love of showers

Gen Z don't want to work in tech, resonating with broader shift amongst this cohort towards more values-led employment. As young people reassess their career aspirations, brands have the opportunity to showcase their commitment to sustainability, social impact, and employee wellbeing.

Tech jobs lose lustre for values focussed Gen Z

Fashion label Marc Jacobs is distinguishing itself among the chronically online by leveraging celebrity endorsements and creative promotions on Gen Z-led platforms like TikTok. It’s showcasing how a brand can evoke positive emotions online and engage people suffering from attention fatigue.

How Marc Jacobs’ influencer era inspires Gen Z’s creativity

The acceleration of trend cycles has caused the demand for fast fashion (and the synthetic textiles used throughout the industry) to skyrocket. How might concerns about the effects of microplastics on health finally shift younger generations' conflicting attitudes towards the sector?

The planet versus Gen Z’s fast fashion microplastics

While Sephora teens – predominantly young girls – have been taking over online conversations around skincare and beauty, teenage boys are increasingly developing their own regimens. This new interest is part of broader shifts in notions of masculinity that are set to transform the beauty market.

Teen boys are making investments into beauty regimes 

Tinder's new video campaign reimagines classic romantic comedy scenarios through the lens of modern dating. The spots highlight how 'meet-cutes' occur daily on Tinder, addressing the post-pandemic desire for authentic connections and younger generations' nostalgia for in-person encounters.

Tinder ad embraces the serendipity in online dating

Indian fintech startup Jupiter is refashioning banking in India at breakneck speed. With its live expense tracking, easy investment channels and smart saving tools, Jupiter takes on the role of a financial partner to Indian Gen Y and Z. But how did it make its name in the sacred space of banking?

How Jupiter simplifies money management for Gen Y Indians

Olaolu Slawn is a Nigerian-born, London-based artist forging his own path to global success via third-culture inclusion, co-creation, and an unapologetic approach to controversy. So what can brands learn from his organic approach to cultural relevancy and newfound attitudes to art?

How Olaolu Slawn uses cultural clout to draw in art fans

With youth unemployment at an all-time high and forecasts for Chinese GDP indicating a continued slowdown, young people are saving in an attempt to take control. In contrast to global trends, China’s youth are shirking impulsive purchases and setting extreme saving challenges on social media.

Chinese Gen Z are ‘revenge saving’ for economic security

Eton has joined a growing number of UK schools in banning smartphones for incoming students. The move aims to mitigate the negative impacts of smartphones, such as sleep deprivation, cyberbullying, low self-esteem, and anxiety, while also safeguarding adolescents and supporting focus in class.

Eton bans smartphones in a bid to protect students

The pregnancy looks of major fashion tastemakers are influencing a more daring approach to maternity style. As traditional family dynamics evolve with a new generation of parents, the archetype of the mother is being redefined in a way that balances parenthood with personhood.

Fashion it-girls tap into shifting notions of motherhood

Young Japanese workers are paying ‘resignation agents’ to help them with the complications of quitting their jobs. In the context of intense work culture, the move speaks to how Gen Z are hacking their way through difficult circumstances and finding novel ways to avoid uncomfortable situations. 

Young Japanese workers turn to resignation agents

Balenciaga’s partnership with Need for Speed mobile game taps into hybrid luxury mindsets. Understanding the opportunity to connect virtual and IRL expressions of identity and status, players can tap into unique looks in the game while also being able to pick up physical merchandise in-store.



Balenciaga and Need for Speed tap into hybrid luxury

Booze culture is shapeshifting in the home country of ‘kanpai!’ With drink experimentations, financial concerns, and changing work-life perceptions buzzing in the mix, does alcohol still have a special place in Japanese society, and where can opportunities be cultivated for brands?

The Japanese are rethinking their relationship with booze

Hound House, a new private members dog club, has opened in Toronto. Combining an indoor doggie park with co-working spaces, the care space caters to the growing demand for luxury pet services, which are increasingly desired, especially by pet-focused and lifestyle-oriented Gen Y and Gen Z.

House Hound taps pet-focused Gen Z with luxe doggie care

As fashion becomes increasingly important to people’s identity, young shoppers are turning to tech to ‘hack’ their personal style. From social media to AI tools, technology is revolutionizing how Gen Zers dress. What does this mean for fashion's future, and how should brands respond?

Why Gen Zers are using tech to hack their personal style

Charli XCX's sixth album, BRAT, has transcended music to become a cultural phenomenon. Its distinctive lo-fi, lime green branding, and strategic marketing have tapped into Gen Z's desire for authenticity, insider communities, and nostalgic tendencies – blending digital savvy with real-world impact.

How Charli XCX’s BRAT captured the cultural zeitgeist

Gen Zers are increasingly swapping weekends of hedonism for calmer (and cheaper) alternatives. As anxiety levels rise among young Britons and the lingering effects of the cost of living crisis tighten budgets, how can brands across food, drink, and leisure connect with this quiet cohort?

Why are Gen Zers staying in?

US tennis star Coco Gauff has partnered with UPS on an ad to "inspire the next generation of small business owners." As enthusiasm around non-traditional careers and side hustles grows, younger generations are forging their own paths and looking for understanding from brands.

Coco Gauff and UPS aim to inspire Gen Z entrepreneurs

Nursing homes all over China have been transformed into low-cost hostels, attracting the nation’s young and burnt-out working class. More Gen Zers and Yers are shifting their life goalposts to align with their values, driving them to find respite in the pastoral away from the urban grind.

Chinese youth seek solace in repurposed nursing homes

Cottage cheese sales are surging as people share recipes online, driven by a desire for an easy, cheap way to get more protein into one’s diet. As people become more health conscious, they’re turning to affordable, nutritious, and versatile staples they may have previously overlooked.

Protein-conscious eaters drive cottage cheese popularity

TikTok users are divided over 'coffee badging' – an office trend where workers show up, get a coffee, and go home to finish the day. The trend points to a desire for greater career autonomy and is part of how younger generations question traditional work structures and office norms.

‘Coffee badging’ showcases desires for flexible work

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?

Zyn nicotine pouches have become a phenomenon in US youth culture as a symbol of masculinity and conservative values. The brand’s virality has sparked significant debate around ethical marketing and nicotine regulation, revealing a new culture war arena that has launched it into the mainstream.

How Zyn became a status symbol among Gen Z conservatives

Sales of Western styles are skyrocketing in the US as the iconography of country music crosses over, thanks to celebrities like Beyoncé and Lana Del Rey. As Western fashion leaves its rural bubble, people are looking to refresh old styles and remix old notions of Americana.

Western aesthetics witness a renaissance

Gen Zers are driving membership in big-box stores like the Walmart-owned Sam’s Club, pointing to changing money-saving behaviors among young Americans. As belts continue to tighten, young people are investing in cost-cutting memberships to afford daily indulgences.




Cost-conscious Gen Zers flock to Sam's Club

Tito’s Handmade Vodka has launched a campaign targeting those going on ‘staycations’ this summer, looking to connect with those relaxing at home instead of traveling for holidays. As more people embrace staycations as economic concerns force cutbacks, they’re looking for ways to relax at home.

Tito's Vodka taps into staycation behaviors

American singer and songwriter Chappell Roan has become one of 2024’s biggest breakout artists following her recent hit “Good Luck, Babe,” which has captured the spotlight. Her playful approach to identity and authentic lyrics have made her particularly popular among Gen Zers.

How Chappell Roan reflects Gen Z’s playful identities

The nutraceutical start-up Wellbeing Nutrition has launched a campaign that uses humour to promote its dissolvable oral nutrient strips. As more Indians adopt a ritualised approach to health and wellness, brands can be assistive by showing how customers can build new routines around their products.

Wellbeing Nutrition makes health rituals fun for Indians

Despite a broader decline in UK nightlife, country-influenced nighttime events are gaining momentum among young Britons. The trend speaks to a burgeoning global interest in country music and Western aesthetics, reflecting younger audiences' borderless approach to music consumption.

British youth swap nightclubs for country music events

Despite typical associations with an older generation of stout fans, Guinness has achieved cult status for young drinkers in the UK. As drinking habits shift within this group, people are looking to express their identity through their choice of beverage, and a new culture is forming around the brand.

Guinness popularity is soaring among young drinkers

Converse has relaunched a discontinued sneaker model in response to persistent demand across social media. People are increasingly looking for brand development to be a two-way conversation, and opening up space for co-creation can help brands form meaningful communities around their products.

Converse relaunches archived sneaker due to online demand

Online furniture retailer Wayfair has opened its first brick-and-mortar space in Wilmette, Illinois. The store opening reflects confidence in physical retail spaces among digital-first brands, signaling a reversal of the pandemic’s ‘retail apocalypse’ as consumers seek IRL shopping experiences.

Wayfair opens physical retail space for IRL shoppers

Stunted by the cost of living, young Singaporean couples are turning to early marriage to secure affordable housing through the government, leading to regret for some. As both marriage and divorce rates rise among the young, there's a need for more comprehensive financial support and education.

Couples in Singapore get married earlier to afford homes

The cinema industry is transforming with multiplex closures and the rise of gaming among younger generations. Despite these challenges, diverse storytelling by studios like A24, movie-loving influencers, and theatres evolving into experience hubs are revitalising interest among Gen Zers and Yers.

What’s drawing young people to the cinema?

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

Research has unveiled that an alarming 66% of young, ethnic minority Britons have considered leaving the UK. This potential exodus signals an urgent need for both public and private sectors to address the underlying causes of disillusionment among young ethnic minority Britons.

Young ethnic minority Britons are leaving the UK

Frustrated with dating apps, Gen Zers are looking for love in real life. But rather than heading to conventional meeting places, like bars or coffee shops, they’re seeking to ignite passions over shared interests. Think running clubs, meet-cutes, late-night chess dates, and board game nights.

Clubs and events facilitate IRL meet-cutes for Gen Z

‘Nomad aesthetics’, which blend cultural tradition with contemporary styles, are resonating with Chinese youth. In a bid to escape from ongoing financial pressures, young people are finding solace in slow living and reconnecting with ethnic heritage as a source of re-invigoration.

Chinese Gen Zers embrace nomadic aesthetics

‘Wild-eating’ is gaining popularity among China’s Gen Z population, allowing for a return to simplicity, freedom, and balance. Renowned for intensive work expectations, China’s youth is reassessing their priorities and leaning on nature and the outdoors as a means to improve wellbeing.

Chinese Gen Zers turn to 'wild-eating' for escapism

After declining in popularity for years, J-pop is catching up to K-pop on the world stage. By keeping their identities hidden, J-pop stars have allowed listeners to focus on their music rather than their personal lives. What does this say about how Gen Z feels about influencers and social media?

Anonymous J-pop stars connect with Gen Z’s desire to stay incognito

Slow Factory is a fast-growing digital platform that champions climate justice and human rights through engaging and intentional content. By centering marginalized voices and creating digestible news on social media, it has built a loyal community of people seeking radical change.

How Slow Factory articulates climate justice for Gen Z

Unsure what the future holds and still making up for years of restrictions, Gen Y and Z are prioritizing the here and now and splurging on non-essentials. As a result, they're turning to credit and their parents' support, signaling both a desire for escape and a need-it-now mentality.

Gens Y and Z turn to parents instead of saving

Heinz has launched a limited edition ‘holy grail’ product for superfans, combining 14 sauces. Interest in bold flavours is growing among experimental Gen Zers, and now brands are leaning into novel ways to encourage exploration and personalisation within existing offerings.

Heinz taps into Gen Z's customisation desires 

Offering much more than a regularly scheduled workout, many young people are lacing up their trainers and joining running clubs in an effort to make new friends and even find a romantic partner. What’s fuelled the evolution of these groups from spaces for enthusiasts to social hubs?

Why running clubs are the new social hotspots

Ahead of the Paris 2024 Olympics, NBC is partnering with social media platforms to enhance coverage through creators and influencers. Recognizing the shift towards unfiltered, relatable content, NBC seeks to engage younger audiences with intimate, behind-the-scenes access to athletes.

NBC taps creators to improve Olympics coverage

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

Riding on the wave of internet trends that spotlight China’s ethnic minorities, Tastien Chinese Burger has launched new menu items that centre provincial flavours. Brands looking to bolster their localisation strategy in this market can consider championing the country’s diverse, nuanced cultures.

Tastien whets Chinese appetites for regional flavours

Tween fashion brand Limited Too is making a comeback, with plans for brick-and-mortar stores and larger product launches. The retailer's return specifically caters to shoppers' nostalgia, especially for Gen Y parents, who likely would've grown up with the brand in their childhood.

Limited Too return caters to nostalgic Gen Y parents

According to new research, Gen Zers and their bosses have vastly different standards when it comes to punctuality, hinting at a growing generational divide in the workplace. Remote work is nudging young people into more laid-back mentalities, and workplaces are struggling to adjust.

Gen Zers' punctuality problems signal workplace divide

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

Credit Karma has revealed that young Americans are determined to have a summer of fun, even if it damages their finances. As they reckon with uncertain futures, people are looking to satisfy their escapist desires sooner rather than later and are prioritizing fun-filled travel to fulfil this need.

Young Americans are prioritizing summer fun over finance

Coors Light has launched a campaign to address the exorbitant price of live music event tickets in Canada. With inflation at odds with young peoples’ experiential desires, many are looking for relief from the perception that live events have become increasingly unaffordable.

Coors Light takes aim at concert ticket inflation

An interest in outdoor recreation that emerged among Chinese people during the pandemic has transformed from a trend to a long-term lifestyle. Why are citizens, especially Gen Y and Z youth, heading outdoors, and how can brands tap into this booming market that is even changing how people dress?

Chinese youth are embracing the great outdoors

Gen Zers are interested in green jobs, but research indicates they lack the necessary skills. Since this cohort is expected to form a significant part of the workforce, businesses need to address the skills gap through training courses and more transparency about job roles and expectations.

Skill gap stops Gen Z from accessing green jobs

French fashion brand Coperni has become popular in the last few years for innovative runway stunts and creating tech-focused pieces suitable for everyday wear. As fashion houses tailor their offerings for a younger audience, what sets Coperni apart for a new generation of luxury consumers?

How Coperni models futuristic style for Gen Z fashionistas

Pub culture has long been a part of Australian society, but a new trend in no- and low-alcohol drinking – driven by younger generations – has seen a shift in how Australians are engaging with these community spaces. What can brands learn and expect from this spreading sober culture?

Gen Z Aussies are craving sober nightlife

Gen Zers are burned out from balancing careers, relationships, and responsibilities, so they want to go into full relaxation mode when they take time off. To fully embrace their downtime, they're turning to travel agents to take the planning process off their hands and create a curated experience. 

Gen Zers are turning to travel agents for easy getaways

Once a symbol of women’s sexual freedom,  young people are now turning away from the contraceptive pill. Amid increasing concerns about the side effects of hormonal contraceptives, many young women are opting for methods that align more closely with their health and wellness values.

Gen Zers ditch the pill to explore natural contraception

Abercrombie has bounced back from the depths of the 2000s. Rather than holding onto its exclusive image, the brand is positioning itself as a nostalgic classic, appealing to fashionistas exhausted by fast fashion and trend cycles and those with eco-mindsets and anti-consumption values.

Abercrombie revives amid rapid trend cycle fatigue

The British Heart Foundation has launched a campaign to commemorate 12 young football fans who died from heart disease. The work marks a broader initiative to emphasise the need for heart research funding by spotlighting the unfulfilled dreams and aspirations of those affected.

BHF mural campaign commemorates young football fans

UN Women’s Child Wedding Cards campaign has won the Health Grand Prix for Good at Cannes Lions. Aiming to inspire lawmakers in Pakistan to move the minimum age of marriage to 18, the organisation leans into radical transparency and emotive imagery to demand change from policymakers.

UN Child Wedding Cards make waves at Cannes Lions

Apple has announced plans to drop its buy-now-pay-later (BNPL) option in the US, partnering with banks and lenders to offer flexible payments instead. As many Americans continue to struggle with BNPL debt, brands are looking for ways to keep them safe amid increasing rates of short-term debt.

Apple drops BNPL option from mobile wallets in the US

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

An ageing population and declining birth rates are poised to significantly impact shopping trends in Japan’s booming luxury market. Luxury brands seem to be expanding their reach to include older generations with disposable income and wealth and younger generations who prioritise mindful spending.

How Japan's different generations are changing luxury consumption

Substack has partnered with ten video content creators for a fellowship aimed at developing their talent and expertise. As the creator economy continues to grow, people are increasingly drawn to long-form video essays, a format that appeals to desires for knowledge and connection.

Substack embraces next-gen video creators on TikTok

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

Droves of China’s graduates are getting ready for a season of highly competitive and often disheartening hunting for white-collar office jobs.  Ele.me’s campaign is designed to deeply resonate with them by broadening their professional horizons and soothing anxieties about their futures.

Ele.me soothes career anxieties among Chinese graduates

Le Creuset and Pokémon have collaborated on a limited-edition crockery set that appeals to growing nostalgia and kidulting behaviours. The raft of nostalgia-tinted collaborations seeks to intensify niche fandoms and build deeper relationships with brands beyond the products.

Le Creuset x Pokémon crockery appeals to kidulting ideals

South Korea's Gen MZ (Gen Y and Z) is driving a significant surge in functional foods and transforming gift-giving into acts of self-care. Leading wellness brand Jung Kwan Jang captures this dynamic market by turning traditional products into innovative, trend-savvy offerings.

How Jung Kwan Jang reroots functional foods for Gen MZ

The lighter wine styles like white and rosé are gaining increasing appeal among American consumers. At a time when the wine sector is facing challenges in maintaining market share, this trend could serve as a lifeline for producers and brands. How can they effectively capitalize on this opportunity?

Why are young Americans favoring lighter wine styles?

In Africa, there’s a desire to adopt digital literacy and improve technical skills to keep up with the rising demand for tech jobs. By offering innovative educational solutions, platforms such as AltSchool Africa are closing the digital skills gap and equipping Africa’s workforce for the future.

How AltSchool impacts digital education in Africa

Amid a broader shift to the right across Europe, the social media-savvy leader of France’s National Rally is finding favour among young voters. As new forms of political messaging emerge, young people are further entrenched in polarisation and increasingly drawn to anti-establishment voices.

Jordan Bardella lends a new face to the French far-right

In response to data that shows low condom usage and rising STI rates amongst Gen Zers, Brook and Pasante have released a Regency-themed film. Drawing on the moment of the Bridgerton craze, the ad uses humour and honesty to address the critical failings of sexual health education and services.

Regency-themed contraception ad targets Gen Z

A report of global workers revealed that wellbeing among younger workers dropped in 2023. It comes as younger generations are rethinking the way they approach their careers. To boost engagement, companies need to not only understand wellbeing but also a larger desire for progression.

Survey finds drop in wellbeing in younger employees

HBO series Fantasmas has been lauded by critics for its off-beat style of surrealist anti-comedy, which explores societal ills through a dream-like lens. Against a backdrop of ongoing global crises, people are making sense of their troubled realities by leaning into the strange and absurd.

Fantasmas satisfies an appetite for absurdist humour

When it comes to make-up, Uche Natori is in a lane of her own. Known for her flawless foundation routine, she teaches her audience how to achieve the perfect make-up look. What can brands learn from this veteran creator’s step-by-step make-up routines and focus on inclusive community building?

How Uche Natori builds Black beauty community

Saatchi & Saatchi is showing young Britons that voting isn't boring – it's sexy. Based on research showing that young British people think voters are more attractive and intelligent than non-voters, the campaign makes a compelling case for involvement in the upcoming general election.

Voting is 'hot af' in Saatchi ad aimed at Gen Z Britons

A report from Hinge showcases LGBTQ+ daters’ desire for stronger emotional intimacy and offers advice on dating intentionally in today’s world. However, the advice may fall flat, given the increasing number of people turning to IRL events for romance as anti-dating app sentiments grow.

Hinge report suggests 'slowmance' for LGBTQ+ daters

Crayola’s campaign invites older adults and parents to harness the power of creativity. At a time when people expect care and emotional intelligence from brands, there's an opportunity to appeal to consumers by encouraging empathy and joyfulness in communications strategies.

Crayola celebrates artistic expression for all ages

China’s ‘national wave’ has reached the shore, ready to sail to distant lands. Local athleisure brand Anta is part of the leading pack, outperforming global players like Adidas and Nike. As Gen Zers drive nationalism, local brands and culture are being revitalised for the rest of the world.

How Anta paces with Chinese Gen Zers’ sporty lifestyles

India's streetwear scene is heating up, with homegrown champions fighting hard for space alongside established cult legends from the West. Additionally, post-pandemic comfort clothing is now blending with Gen Z’s fondness for the, if you know, you know (IYKYK) culture to make a potent fashion mix.

What’s driving Gen Z Indians towards streetwear culture?

Temporary piercings are infiltrating the beauty space, with several Gen Z tastemakers sporting pierced looks in recent months. The move falls in line with a wider rejection of conventional beauty standards among young people, who are prioritising experimentation and self-expression over conformity.

Fake piercings offer non-committal rebellion for Gen Z

‘Farmfluencers’ play an important role in shaping the perception of products and agricultural methods in the farming community. Green loans company HeavyFinance is making brand ambassadors out of highly respected, digitally savvy farmers who are helping spread the word about sustainable practices.

How HeavyFinance engages climate-conscious farmers

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

Miu Miu has taken over newsstands worldwide to celebrate the work of three seminal female authors. Fashion plays a central role in how Gen Zers express their identities, and as the BookTok boom shows, literature has also become performative. Miu Miu's combo taps into the Gen Z's expressive desires.

Miu Miu Summer Reads project distributes feminist texts

Pharrell Williams’ upcoming biopic is a LEGO animation that highlights his career trajectory – from a young child to a legendary music star. By blending the playfulness of animation with powerful storytelling, the film appeals to people’s desire for authentic, innovative media experiences.

Pharrell Williams’ LEGO biopic taps nostalgic fans

People are surviving with what they can afford, and what they can afford is often disposable. Consciously or not, this leads to a demand for alternative wellness as a coping mechanism. In China, young people are using fragrance to combat how economic woes make them feel – and the nicher, the better.

How Chinese Gen Zers use fragrances as wellness escapism

Chinese clothing is no longer synonymous with low cost and low quality, thanks to “fast luxury” store Urban Revivo. With its carefully curated collections, unique concept stores, and organic online following, it might just be the newest top-of-mind brand for local fashion enthusiasts.

Why Urban Revivo tailors Chinese luxury into fast fashion

Charli XCX is making headlines for her mould-breaking approach to pop stardom and generating headlines with her unapologetically brash style of club music. As people tire of iterative creative content, they’re gravitating towards bolder statements as a reprieve from digital homogeneity.

Charli XCX’s Brat album leans into hedonistic desires

As people begin to rethink their use of subscription services, streaming platform Mubi is diversifying its offering by launching Mubi Fest in the UK this summer. The move taps into a growing desire among young people to form communities around shared interests and find connection IRL.

Mubi launches film festival to connect UK cinephiles

Research into television habits has found that people prefer to watch live events when they share viewing experiences with friends and family, using them as a vehicle for community. This shift comes as younger generations search for belonging and rethink their relationship to technology.

Live TV events spur community-building 

How do Gen Zers think and act as citizens and consumers? Canvas8’s expert insights offer a view into the world of this emerging generation.

Gen Z (born 1997-2010)