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 expect care and emotional intelligence from brands

Everyday Empathy

Gen Alpha (born 2011-present)

Gen Z (born 1997-2010)

China

Mental health

Clothing, footwear, and accessories

Activewear brand Lululemon is offering children’s mental health courses to carers and relatives looking after left-behind youth in China. With reduced mental health a major issue among this often overlooked demographic, the brand is stepping up to provide much-needed support.