Only a fifth of US Gen Yers have tried McDonald’s signature hamburger, the Big Mac. Alongside floppy disks and the Walkman, the iconic burger may be one of those things that has become less relevant, with Yers favouring made-to-order alternatives over the ready-made patty.

Gen Yers attempting to fly the nest are finding themselves spending more than half of their income on rent. Rising house prices and the recession have forced the 'boomerang generation' to either stay with their parents or cut their budgets for shopping and social experiences.

What makes content shareable? Why would someone share a video campaign on Facebook? Or tweet about a brand? Marketing professor Dr. Zoey Chen, who co-authored a paper with Jonah Berger, sat down with Canvas8 to explain how the way we discover content online affects the way we share it.

As male depression gains broader public attention and young women adopt a ‘sad aesthetic’ online, brands are being challenged to consider how they communicate to an emotionally charged society. How can they help people in their quest for inner happiness and free expression?