Branded merchandise was once solely found at business conventions and in the wardrobes of fervent fans, but it’s enjoying a renaissance as Gen Yers and Zers seek new ways of expressing their identity. What does this resurgence reveal of the shifting nature of consumer-brand relationships?

Crafting and promoting a strong personal brand is key to finding success as an influencer, but is this creative labour always a solo activity? Canvas8 spoke to Colten Meisner, researcher at Cornell University, about how livestreaming creates a unique interplay between fans and creators.

Fans have long shown their love for brands by spending on affiliated products – and in the new normal, fan frenzy is elevating the collectible market to new heights. People are starting to view collectibles as legitimate investments, opening up new opportunities for brands to connect to their fans.

Forced to shut because of the COVID-19 pandemic, many restaurants are struggling to pay their staff and the rent. To make ends meet, some are selling themed merch, and devoted customers are more than happy to buy in, not just to save them but also to feel like a part of a community.