‘Sex sells’ was once the mantra of the fashion industry, but this sentiment is looking increasingly dated. Why? Because a consumer backlash is in full swing, with people having little time for old stereotypes. How have brands that once prided themselves on exclusivity become more inclusive?

Starting a family may once have been as simple as getting married, buying a home, and having kids, but as life stages blur and gender roles become less relevant, the traditional rules are being rewritten. Canvas8 spoke to sociologist Philip N. Cohen to understand how the family unit is changing.

Many brands have been slow to reflect changing family dynamics, but IKEA has chosen a different path. Its ‘Where Life Happens’ campaign depicts single parenthood, adoption and divorced parents with children. While the ads might not be aspirational, they're depicting the real modern family.

Traditional social structures can seem inconveniently binary for some individuals – not everyone wants to be part of a nuclear family or search for the right partner with whom to raise a child. How do friends, family and strangers now fit into marriages, support networks and parenting choices?