Tami Makinde is a Behavioural Analyst at Canvas8. With experience in leading a global newsroom and pioneering cultural conversations, she pivoted to behavioural insights. A lover of literature, alt-pop, and SZA, she spends her time discovering new music or dissecting her favourite TV shows. 

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.

Insider Status

Gen Z (born 1997-2010)

United Kingdom

Music, radio, and podcasts

Community and grassroots

MerkyFC HQ is a community-focused hub with full-size football pitches, a recording studio, and a gaming room. At a time when many young people feel priced out of entertainment, this partnership between rapper Stormzy and Adidas highlights the power of investing in local, grassroots initiatives.