Several beauty brands are harnessing the power of ASMR on TikTok to appeal to anxious Gen Zers. The tingle-inducing sensation, which forms the basis of an entire YouTube genre, is hitting the mainstream as brands look to connect with people in meaningful ways within the context of a pandemic.

How are young people balancing their bleak world-view with a distinct sense of humour? Why do values-led Zers sometimes shop unethically? What steps are they taking to safeguard their increased usage of tech? And how will their attitudes to health be shaped by COVID-19?

As a first step in reopening its doors safely post-lockdown, luxury department store Harrods is launching a personal shopping service for premium customers only. Brands that show how they’re prioritising safe services in their post-lockdown plans will build trust and maintain loyalty.

From panic-buying to extreme saving, paths to purchase have morphed as we progress through the pandemic. But what are people willing to spend on? Canvas8 spoke to Dr. Ravi Dhar and Joe Pine to understand how brands can maintain and grow their following during and after COVID-19.