Inês Fressynet is a senior behavioral analyst at Canvas8. Following a career in digital and broadcast journalism, she was drawn to cultural insights and strategy. She has carried out numerous qualitative and ethnographic research projects with a global perspective thanks to her fluency in three languages. In her spare time, she can be seen practicing headstands or reading French literature.


Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

Alt Faith

Gen Z (born 1997-2010)

United States

United Kingdom

Make-up

Body care

Dancers and sex workers are captivating audiences on TikTok through realistic and engaging beauty and body care recommendations. Their non-expert advice on cosmetic products is fulfilling a burgeoning desire for more authentic reviews and opinions on social media platforms. 