Expert Outlook: S1 E3Meet The Contrarian: Meme Masters to Experience HuntersThursday, 16 Dec 2021
SummaryHome chefs, motivational listening, and meme-based dating – we take a closer look at how this mindset is shaping sectors and revealing itself across different markets.

Featured Speakers

Kara Melchers is the content strategy director at Canvas8. She first joined the company as part of the cultural intelligence team and, following a year as interim editorial director, she now leads public-facing thought leadership projects. A specialist in disruptive storytelling, she works with some of Canvas8’s biggest clients to help them demonstrate authority, leadership, and expertise. Outside of Canvas8, she can be found in a welding mask making furniture and sculptures from metal.

Dr. Katherine Appleford is senior lecturer in sociology at Kingston University, and has previously worked at the London College of Fashion, University of the Arts London. Her research straddles sociology, cultural studies, media and consumer behaviour, and examines the relationship between fashion and identity. Her book, Classifying Fashion, Fashioning Class, explores the way in which British women's fashion tastes are shaped by class, and highlights the key role mothers play in cultivating daughters' attitudes around what (not) to wear. More recently, she has examined Kim Kardashian's influence on body image and the rise of the 'slim thick' ideal, and contradictions in 'body positive' brands.

View expert

Annie Corser is the Senior Insights Editor at Canvas8. She's worked as a research editor in London since studying English literature and modern culture at KCL and UCL. She loves walking on the beaches of North Wales, solo trips to the cinema and getting lost in internet culture.

Matt Klein is a cultural theorist, cyberpsychologist, and marketing strategist, analysing social shifts and the psychosocial implications of our technology. Working alongside brands, TV producers, non-profits, and government agencies, Klein is a trusted source in identifying cultural change and developing future-proofed business strategies. As an award-winning writer and frequent commenter, his observations have been featured in The New York Times, The Wall Street Journal, The Atlantic, Forbes, WARC, The Verge, CNBC, and Adweek.

View expert