Tom Novak is a senior behavioral analyst at Canvas8. After completing his second master's degree in cultural sociology at LSE, he was drawn to cultural insight. Tom has conducted qualitative and ethnographic research from the plazas of Santiago to Coventry's suburbs. In his spare time, he can be seen rowing down the Thames or world-building around feminist science fiction.


People want their identities to be reflected in mainstream culture

Collective Equity

People are interrogating the meaning of gender in a polarised society

Byegender

Polarised Populations

Gen Z (born 1997-2010)

United States

TV, film, and social media video

Citizenship

Media and Entertainment

Community and grassroots

 delves into the experiences of ethnically and ideologically diverse teenage girls participating in a week-long immersive program in Missouri. Media brands have the opportunity to innovate with Gen Z girls' political, social, and emotional empowerment.