From fuelling global protests in the wake of George Floyd’s death to driving boycotts against ‘woke’ brands, the impact of social media on grassroots movements has become impossible to ignore. Why are these channels so valued by activists? And how can brands navigate through contentious issues?

The PalestinePact Chrome extension offers a streamlined route for online shoppers looking to express protest through boycotts. With people seeking ways to express beliefs and values through purchasing behaviours, there's an appetite for digital tools to seamlessly support this expression.

Consumers globally are joining a boycott movement to pressure Israel to comply with international law. As proliferating global crises amplify people’s expectations of brands to act in line with their values, the burgeoning movement signals a need for action founded on shared humanity.

Social media is a great resource for amplifying individual voices, and people are using this quality to mobilise against brands and institutions that fail to meet their expectations. Canvas8 spoke to Dr. Doreen Chung and Dr. Kyuree Kim about how people organise around hashtags on social media.