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.

‘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?

In an effort to show greater diversity in the makeup industry, Superdrug has pledged to only stock foundation brands that offer at least 20 different shades. With more people expecting brands to align with their values, there’s an opportunity for them to champion relevant causes and commit to action.

‘Diversity’ may be a buzzword among brands, but a survey has found that Gen Yers don’t think it’s inclusive enough. As people expect brands to understand the nuances in cultural conversations, pushing 'diversity' purely for the sake of winning over young people risks pushing them away.