Tom Novak is a senior behavioral analyst at Canvas8. After completing his second master's degree in cultural sociology at LSE, he was drawn to cultural insight. Tom has conducted qualitative and ethnographic research from the plazas of Santiago to Coventry's suburbs. In his spare time, he can be seen rowing down the Thames or world-building around feminist science fiction.


Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Collective Equity

In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Byegender

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

Global

Sports

Community and grassroots

TV, film, and social media video

Disney is launching an initiative, called Level Up, that incentivises advertisers to spend more on women's sports content. With interest in women’s sports on the rise, brands that provide concrete support can inspire and align themselves with a new generation of female athletes. 