Becky Kells is a Copy Editor at Canvas8. Over the course of her career, she's edited everything from student culture reports to charity websites, and she loves nothing more than bringing complex ideas to life. When not at work, she can be found making her own clothes and delivering chin scratches to her cat.

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 Alpha (born 2011-present)

Gen Z (born 1997-2010)

North America

Snacks and desserts

Skincare

Crumbl has partnered with Dove to release a range of cookie-scented cosmetics. The baked goods brand owes a lot of its success to teenage girls, who fastidiously track – and candidly review – its weekly flavor drops. This cross-sector collaboration highlights how brands may enter fresh territory.