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

United States

TV, film, and social media video

Community and grassroots

A 2023 survey shows fans are ready to join the picket line with actors and writers during the Screen Actors Guild (SAG) and Writers Guild of America (WGA) strikes. This solidarity shows changing attitudes towards fair working conditions as consumers increasingly prioritize worker wellbeing.