It used to be the case that business and politics never mixed. But in an era where brands are increasingly being held accountable for their actions, people have come to expect them to take a political stance when it comes to social and ethical issues.

People are becoming increasingly aware of what brands are doing behind the scenes. But what would cause shoppers to stop supporting them? Canvas8 surveyed 4,982 Americans and spoke to eight people to find out what they would do if a brand did something that didn't align with their values.

The voice of the people on social media and the power it harnesses means a tweet can destroy a brand’s reputation as quickly as it can build it. Canvas8 spoke to Dr. Ann Kristin Kupfer, assistant professor at the University of Münster, to understand why and how social media firestorms occur.

Boomers may have grown up alongside the hippie movement, but Gen Yers and Zers seem decidedly opposed to their contemporary social and political views. Are older Americans as conservative and self-serving as the ‘OK Boomer’ insult makes them seem? Or are they still keen activists?