Online advertising has transformed from once-static, clickable images to targeted messages that follow people as they browse. Canvas8 spoke to Don Marti, a Mozilla strategist and Nudgestock speaker, to learn how this evolution has impacted the perception and effectiveness of digital ads.

Why has it become vital for fashion labels to embrace diversity? What do people expect of supermarkets when it comes to packaging? How can brands build a sense of loyalty among fickle and demanding customers? And why is the delivery step so important to joyful retail journeys?

Self expression has played a part in spending habits for a long time, but brands are working harder to give people new opportunities to reflect their identity. People now expect to see that same sense of self they found in a new car or a pair of shoes reflected in everything they buy – right down to their statement socks. Even grudge purchases (those things people need, but begrudge buying), like toilet brushes or car insurance, are being repackaged with personality.

Chevrolet is for 'real Americans', Iceland is for 'mums'. Established marketing wisdom says people prefer products which affirm their identity, but a new paper in the Journal of Consumer Research shows how, when taken too literally, this approach backfires.