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 expect brands to rise to society’s challenges

Shared Values

People want their identities to be reflected in mainstream culture

Collective Equity

United States

Community and grassroots

Advertising

The North Face is standing strong against right-wing criticism of its Pride campaign, which features a drag queen as the spokesperson for the company. With discrimination toward LGBTQ+ people on the rise in the US, people expect to see actions that go beyond surface-level allyship.