The concept of family in America is diversifying – only half of American households now fit the nuclear family stereotype. As a result, people want brand marketing to be more representative, which is why IKEA US has released a festive advert highlighting how norms have changed.

London may make up a small part of the UK geographically, but brands are often accused of focusing their marketing on the capital. Walkers has launched a campaign to prove it understands the tastes of the whole nation based on regional idiosyncracies, bursting the London bubble in the process.

It’s 2018, but for the most part, advertisers are living in the 1960s. Maltesers is setting itself apart by tackling taboo subjects and highlighting marginalised groups, such as disabled people and the LGBT+ community – but will other advertisers take note?

Gen Z may be the most diverse generation yet, but minority groups in the UK and US continue to face discrimination – so developing effective ways to include disadvantaged groups is more pressing than ever. Canvas8 spoke to June Sarpong, author of Diversify, to uncover the benefits of inclusivity.