Maria is a senior behavioural analyst at Canvas8. After completing her Master's degree in Social and Cultural Psychology, she delved into the world of research. Her experience ranges from behavioural science and design research to cultural insights. She loves asking questions, so naturally she specialised in qualitative research. In her free time, she likes to do all the usual things (from watching movies to hanging out with friends), plus playing ultimate frisbee and running long distance.

In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Byegender

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

United States

Clothing, footwear, and accessories

In honour of Women’s History Month, Wolverine Boots launched a campaign to reaffirm its long-standing commitment to challenging gender norms. By harnessing its history of supporting women in skilled trade, the brand has acquired a credibility that strengthens consumer trust.