Skateboarding has long embraced the individual, but it's also been a relatively male-dominated subculture. Vans’ latest Love Letters to Skateboarding season highlights LGBTQ+ skate icons and communities, opening up the conversation and championing the voices of those heard less often.

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?

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.

A Starbucks campaign has won praise from the LGBTQ+ community for its progressive and empowering portrayal of the everyday difficulties faced by trans people. Keen to depart from reductive stereotypes, people are hungry for more realistic illustrations of minority groups in the media.