People are redefining status for themselves using a broad range of factors beyond solely economic ones. This new iteration of status is often based around increasingly niche and local signifiers, and status is becoming a mode of belonging and connection with like-minded people.

Singaporean fashion label Charles & Keith was thrust into the spotlight after a local TikToker was mocked online for calling their $60 handbags 'luxury'. While the saga revealed divided definitions of luxury in the country, the brand savvily leveraged the incident to elevate its brand image.

Panera has launched a ‘Roman Empire menu,’ riffing off a TikTok trend that has seen millions of users ask how often men think about the Roman Empire. As people hunt for entertainment and community online, the trend showcases how brands can stay afloat amidst quick trend cycles.

Meme marketing is increasingly common – but more often than not, brands’ efforts fall flat as they fail to accurately decipher people’s behaviours online. Canvas8 spoke to Josh Chapdelaine about the importance of authenticity and intent when it comes to successfully communicating memetic content.

Nella Rose has swiftly ascended to internet stardom through her relatable charm and meme-savvy persona. Her brand of authenticity makes her a refreshing and approachable figure in the digital realm, connecting with her audience by embracing the humour and trends that define online culture.