Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

People are refusing to accept purpose-washing

Assertive Audiences

People are drawn to honesty and integrity in the post-truth era

Radical Transparency 

Global

United States

Fashion and Style

Citizenship

Clothing, footwear, and accessories

Charities

Adidas has announced it will begin selling the remainder of its Yeezy inventory, with proceeds to be donated to anti-discrimination causes. People are developing virtue-signaling fatigue and are challenging brands to more demonstrably commit to initiatives that support equity in the community.