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.

People are mining the past for stable comfort 

Ultra Cosy 

People are operating with a heightened perception of value

Critical Spenders

People expect brands to rise to society’s challenges

Shared Values

People want their identities to be reflected in mainstream culture

Collective Equity

Soma Ghosh studied semiotics and literature at Oxford University and has been a senior analyst and director of Practical Semiotics since 2006.

United States

United Kingdom

Media and Entertainment

Advertising

Shopping

Interview with Soma Ghosh conducted by the author

Consultancy.uk

Statista

Retail Gazette

APCO Worldwide

Research conducted by Canvas8

As people grapple with the strain caused by the cost of living crisis, political polarisation, and global conflicts, there is a demand for a fresh and relatable approach to festive magic. How can brands create a sense of reprieve and celebration while fostering empathy at the same time?