Isabella Gannon is a junior behavioural analyst at Canvas8. She holds a BA in European Studies from Trinity College Dublin, and there became interested in the relationship between media, identity and visual culture. Outside of work, she’s frequently reading, going to gigs, and navigating obscure corners of wikipedia.

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Radical Transparency 

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

TV, film, and social media video

Relationships and dating

Social networking

A TikTok user has gone viral by parodying people’s niche expectations for a partner. As people grow increasingly disillusioned with the realities of digital dating, they’re searching for new ways to approach romance and turning to social media to express their frustrations.