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 looking for a visceral reprieve from the permacrisis

Essential Escapism

People are opting out of constant self-improvement

Being+

Gen Z (born 1997-2010)

Japan

Sports

Nike Japan has launched a campaign inviting Gen Z girls to escape the pressures of perfection and express the power of sport. With mental health a major concern for Gen Z, the ad looks to release them from their self-imposed pressures and live their lives unapologetically.