From stress-baking to gardening to puzzles, there are innumerable hobbies people have tried during lockdown to keep their spirits high and minds occupied. And it turns out these activities have a tangible effect on mental health, creating room for brands to innovate in this space.

From messages of support to those that aim to entertain, how can brands deepen their relationships with people during a pandemic? Canvas8 spoke to Tom Doctoroff, author of Twitter Is Not a Strategy, to understand the role brand behaviour plays during a time of uncertainty and crisis.

Many are calling lockdown a social nightmare, while others are thriving and can’t imagine going back to ‘normal’. Canvas8 spoke to Jenn Granneman, author of The Secret Lives of Introverts, to understand why certain people love being at home and what brands can do to better cater to them.

Struggling with the restrictions placed on their lives, many Britons are turning to sport for the mental health benefits. By facilitating new ways to shake up fitness routines during lockdown, sports and fitness brands can boost people’s wellbeing and drive long-term loyalty and trust.