How are Gen Zers cultivating their digital identities outside of mainstream social channels? In what ways do their discussions about mental health differ from past cohorts? How are they disrupting traditional modes of investing? And why is nostalgic content so popular with younger audiences?

With not much else to do while stuck at home during the pandemic, many young Britons upped their usage of TikTok, seeking entertainment, escapism, and education. Canvas8 spoke to eight Gen Zers to find out how the social app has influenced their personal care routines.

With Hi_GuyZ!, Yoox is looking to create a playful e-commerce experience that’s attractive to digitally minded Gen Zers. By winning over this younger cohort, the brand is hoping to cultivate long-term loyalty so young consumers will continue to shop with the company’s portfolio as they age.

Riding on TikTok’s popularity, American Eagle has released a denim campaign that takes cues from the social platform. It's directed at and made by Gen Zers, recognizing how members of this cohort value authentic displays of creativity rather than polished brand content.