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

People are mining the past for stable comfort 

Ultra Cosy 

People are operating with a heightened perception of value

Critical Spenders

United Kingdom

Shopping

Pharmaceutical

Beauty and wellbeing

Savings and investments

Boots' 2023 Christmas campaign features a story of a mother and daughter on a mission to pay back Santa, ensuring they extend the same generosity to others along the way. Building on the longstanding Boots Christmas theme of 'giving joy,' the ad highlights the importance of everyday empathy.