Despite evidence that suggests otherwise, people in the US still believe the American Dream is alive and well. As facts lose credence in the face of an increasingly emotion-led political landscape, the entrepreneurialism and individualism that define the American Dream narrative still hold sway.

There's one rule that explains how trends catch on; visibility. And more than half of us are now willing to pay more for products that are visibly socially responsible. Professor Lynn Kahle, who studies brand values, explains to Canvas8 why a brand’s values matter and how they influence people.

Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?

A study has found that our happiness depends not only on what happens to us, but also on what happens to other people. This seems like a no-brainer, but the research has broader implications, demonstrating that how we experience inequality directly affects how altruistic we are.