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 want their identities to be reflected in mainstream culture

Collective Equity

People expect care and emotional intelligence from brands

Everyday Empathy

Gen X (born 1967-1981)

United Kingdom

Sexual health

Beauty and wellbeing

Health and wellness retailer Holland & Barrett has made a significant investment of £2 million as part of an inclusive menopause support campaign. Tagged ‘Every Menopause Matters’, the move emphasises the company's ongoing commitment to addressing the needs of its diverse customer base.