Streetwear brand Cactus Plant Flea Market has partnered with McDonald's on a Happy Meal for adults, which includes a limited edition toy. With adults looking for nostalgic choices, brands are responding by fusing their contemporary tastes with products or experiences they enjoyed in childhood.

Streetwear fashion encompasses different subcultures, trends, and influences, with its rise in popularity fueled by the product-churning fashion sector and people’s demand for newness. As Gen Zers move streetwear towards being hype-based and exclusive, how is this impacting the wider fashion space?

While coherent brand identities are seen as an achievement for strategists, diversifying societies challenge this narrative. Canvas8 spoke to Dr. Maria Rodas about how tapping into cognitive flexibility and inviting people to connect with contradictions can help engage bicultural audiences.

Social media is now the dominant way in which people discover new brands and products, be it through direct advertising or other less overt means. While ad personalisation brings benefits for both consumers and brands, it's increasingly important to know where to find the right audience.