Zoia Tarasova is a behavioural analyst at Canvas8. With a background in social anthropology (MPhil and PhD), she has worked with a wide range of people, from British housewives to animal herders in remote Siberian villages. Zoia has a passion for ethnographic research and believes in empathy as its primary method. She spends her spare time collecting shells on beaches, finger painting, and taking care of her plants.


As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

United Kingdom

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Young UK parents are choosing ‘gentle parenting’ based on empathy, kindness, and mutual respect – emphasising a sense of freedom and encouraging kids to carve their own paths. But what is driving this shift in parenting styles? And how will this softer approach have an impact on society at large?