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 refusing to accept purpose-washing

Assertive Audiences

People expect care and emotional intelligence from brands

Everyday Empathy

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

United States

Beauty providers

Make-up

Youthforia, a clean and sustainable makeup brand, is facing a backlash after its latest foundation line failed to reflect darker shades. As conversations around inclusivity continue in the beauty industry, brands will need to cater to underrepresented consumers in ways that extend beyond tokenism.

LYS Beauty: clean beauty for Black women

How Topicals highlights diverse beauty through viral UGC