Bands like Deftones and Slipknot are resonating with younger fans, thanks to TikTok,  the Y2K revival and, of course, enduring teenage angst, Alex Strang tells the New York Times. 

Are you ready? Gen Z is bringing Nu Metal back

As Hollywood goes on strike, what does that mean for your favorite rewatch podcast? Alex Strang speaks to The Verge.

Your favorite TV rewatch podcast is on strike, too

"Dressing in hot pink à la Barbie is an instant mood booster and another iteration of dopamine dressing, providing respite and relief from chaotic world events and providing a way for people to express joy through their fashion choices", Canvas8's Insights Editor, J'Nae Phillips tells Refinery29.

Barbie movie ignites Dopamine Dressing behavior

The Women's World Cup is officially upon us and its proving to be one of the most exciting seasons of football. Canvas8's John Firth talks to The Drum about how brands can connect with fans on a global scale, no matter the time difference. 

Using the creator playbook for Women’s World Cup activations

The Swifties fandom is frenzied. And with The Eras Tour only making two stops in Asia, the hype only grows. Canvas8's Lead Editor, Therese Reyes, unpacks the unstoppable of Swiftie superfandom in Asia.

Is your brand ready for Taylor Swift in Asia?

The Swifties are fighting for a spot at Taylor Swift's Era tour. Next stop? Asia. J'Nae Phillips writes for the Business Times.

Swifties and shifting fandom dynamics

We're delighted to welcome three new incredible editors to our Philippines office in the APAC region. 

Canvas8 announces key staff hires in APAC

The latest drinking trend? Barely drinking at all. "People are adopting ‘damp drinking’ – not cutting booze out altogether, but actively cutting down," says Canvas8's Senior Insights Editor, Alex Strang.

Mocktail trend brings new products to Greater Cleveland stores

Behavioral insights company Canvas8 expands to the Philippines, announces key staff hires. 

Movers and shakers: Canvas8

People are looking for support beyond pinkwashing and surface-level gestures, and collaborative Pride campaigns that last all year round, Canvas8’s Yaa Addae tells The Drum.

Indie agency leaders explain how to make the business case for your Pride marketing

Strategic insights practice Canvas8 has launched five tools as part of a series of products to provide accessible insights.

Canvas8 launches insight Toolkit

Canvas8 has launched 'Toolkit' - a suite of five products for 'fast turnarounds, agility and affordability'. Leading the launch is Becca Smith, who has been named Head of Toolkit.

Canvas8 Launches Behavioural Insight Toolkit

"Wooded Utopia" or "Pricey Holiday Camp"? 

 “carries a lot more cultural capital than other staycation options”, 

. It's “almost a social signifier of status… a symbol [of] stability and social position”.

How Center Parcs became a symbol of class

"The media and society have conditioned people to expect linearity from life — 30 is a reckoning with the unlikelihood of that happening", says Canvas8's Behavioral Analyst, Gabriela Serpa Royo.

'Happy' Birthday? Why Does Turning 30 Fill Us With Fear?

Are people over booze? Helen Jambunathan speaks to NBC about the why the #sobercurious movement is gaining steam in the United States.

Consider yourself ‘sober curious?' More Americans abstain from alcohol

Strategic insights practice Canvas8 has appointed Bruno Davey as associate director and Anastasiia Fedorova as senior insights editor.

Two new senior hires at Canvas8

Chunky flip-phones at the ready: do you know your Girls Aloud from your Sugababes? 00s pop music is having a moment, Gabriela Serpa tells the Evening Standard. "It offers a sense of stability. The analogue [nature] of it all makes it feel reliable."

 Bring It All Back: the Noughties revival is officially under way

Roses are red, violets are blue, does it still count if a robot is in love with you? Speaking to HuffPost Canvas8's Behavioral Analyst, Gabriela Serpa Royo, talks about the allure of AI stimulation, "for many, the illusion of intimacy can be conflated with closeness and connection".

Does It Count As Cheating If It’s With… A Robot?

Screenshot Media speaks to Anastasiia Fedorova and Gabriela Serpa Royo  about Gen Z loneliness online and why fighting for connection in an increasingly digitised world might be hard for them.

Why is gen Z lonely on the internet? A search for community and connection online

Why are people hyper-conscious of their privacy, but not always willing to change their browsing habits? 

The Great Data Disconnect

“It is like a band-aid or crutches… (AI chatbots) do not solve their problems but people are lacking mental health resources,” said Ms Gabriela Serpa Royo, a behavioural analyst at Canvas8, who added that the popularity of Replika reflects a growing epidemic of loneliness.

Growing popularity of AI chatbots reflects loneliness epidemic

"Lumping all the pressure on customers isn't going to work, brands should be shouting about how they are sharing the load and doing their bit."Canvas8's Senior Insights Editor Alex Strang in The Drum on how you solve a problem like sustainability fatigue.


How do you solve a problem like sustainability fatigue?

Side-hustlers are paving the path for a new era of salary disclosure. Speaking to BBC News, Canvas8's Gabriela Serpa Royo, explains, “For many, the act of publicising side hustles feels a bit like speaking into a void. There’s no boss, or colleague to measure yourself up to.”

Why side-hustlers are sharing their incomes

Post-pandemic, many people are choosing to stay close to home or not travel at all, says Riani Kenyon, Behavioural Analyst at Canvas8, in conversation with Asian Journeys.

2023 Expert Outlook on Travel Trends

From ‘the death of working from home’ to an ambivalence to the monarchy, there’s been a lot of talk about the impact Gen Z is having on society. Jemima Cox, the head of social sciences at insights agency 

, explains: ‘Gen Z is often referred to as digital natives, but for Gen A, technology is completely second nature.’

Sorry Gen Z, Generation Alpha are the new kids on the block now

It's a love like no other! Besides the occasional chewed slipper, pets bring us so much joy.  But what do pet owners want next? In partnership with Pets at Home, The&Partnership and Nomad, Canvas8 conducted in-depth analysis of pet ownership in the UK.

Pets at Home rebrands with ‘rock opera’ homage to your animals

Instead of foisting their value propositions on audiences, brands may want to opt for outreach strategies with a more human touch, like using 'regramming', raw celebrity or 'brandfies' says this Matheus Lock, a behavioural analyst at Canvas8. 

The rise of lo-fi strategy: Unleashing a new era in advertising authenticity

Are you falling into the #LinkedInCringe trap? Canvas8s' Helen Jambunathan speaks to BBC News about why the home of CVs has evolved into "Facebook for suits".

How LinkedIn is changing and why some are not happy

"It's easier to live out your values when you're not in survival mode," Canvas8 Behavioral Analyst tells FT Specialist: Ignites Europe. 
Evidence shows that baby boomers –those born between 1956 and 1964 –"care more" about the planet than any generation as they have "more capital to fall back on".

Are younger workers 'climate quitting'?

If there's anyone who oozes stealth wealth, it’s the Roy family from Succession. But an increasingly fragmented luxury market means it's not the only way people are parading their wealth says Canvas8's senior behavioral analyst, Gabriela Serpa Royo.

Succession and the World of Luxury

"Hype cycles can be misleading about scale and speed of change – but the behavior doesn't lie," says Canvas8's Associate Director of Insights, Helen Jambunathan to The Drum.

Agency leaders on how they’re tempering expectations around AI advertising

“Some companies might position themselves as being environmen-
tally friendly, but there can at times be little to no evidence of their planet-positive actions,” says J’Nae Phillips, insights editor at Canvas8.

Why Fashion's Three Rs are a Difficult Sell

The U.S. Future of Real Estate 2023 Report was developed in partnership with the advertising agency Camp + King and conducted by leading consumer insights agency Canvas8.

Gen Z Homebuyers Consider Smart Features, New Survey Shows

Speaking to Storm Asia, Canvas8's Senior Insights Editor, Alex Strang discusses how consumers will seek stability following the string of banking failures which has put the world on edge.

Should we bank on banks?

When the majority of kids under two are already watching YouTube, how should – or shouldn't – brands communicate with Gen Alpha? Canvas8 research referenced in Adweek.

How Brands Should—and Shouldn’t—Communicate With Gen Alpha

"Rise and grind”. “Your workout is my warm-up”. “But first, coffee”. How did the slogan tee become so basic? J'Nae Phillips speaks to The Independent about the evolution of the first protest T-shirts as civil protest against the Vietnam war – to where we are today – passive-aggressive statements – usually about cocktails or cardio.

How did the slogan T-shirt become so basic?

60% of Gen Zers "believe that how you present yourself online is more important than how you present yourself IRL," says consumer intelligence platform Canvas8 in Campaign US. 


How brands are writing a new playbook for a new era

Canvas8 is expanding operations in Asia-Pacific with the launch of a new regional headquarters in Singapore.

Canvas8 expands in APAC

"Yes, we’re embracing romcoms, but we’re not welcoming them exactly as they were. People are expecting more empowering stories. They want to see love beyond a singular ideal,” says Canvas8's Gabrielle Serpa, in conversation with Stylist. 

How the romcom grew up

The number of voice assistant speakers will reach around 8 billion this year, but consumer anthropologist Helen Jambunathan shares that consumers have some serious concerns that brands must address.

Voice assistants haven't lived up to their potential 

Privacy concerns have made voice assistants less attractive, says Helen Jambunathan, Insight Director at Canvas8. 

Have we fallen out of love with voice assistants?

The 'soft life' has been misconstrued in many ways. "Some subsets of soft living include a curiosity about relying on men economically, sparking backlash from people who see it as anti-feminist," says Alex Quicho, Canvas8's Head of Future.

How to embrace a stress-free ‘soft life’

Identity can be in near-constant flux when it comes to the carousel of apps we use everyday says Canvas8's Head of Future, Alex Quicho, speaking to Mashable.

How much do we shape-shift across social media?

As teenagers on TikTok pine for a decade they only know from film and television – and Netflix launches a sitcom sequel, ‘That ’90s Show’ – Canvas8 speaks to The Independent about the most misunderstood of eras. 

Were the Nineties really so good?

Advertising Week spoke to India Doyle and J'Nae Phillips to get the scoop on 2022's key behavioural themes, and explore what’s going to happen next.

The behaviours that defined 2022

Whether its sleazy grunge or oversized tracksuits, the slacker style is a sign of defiance for Gen Zers wanting to embrace averageness. "If anything, the rise of slacker culture signifies greater cynicism around aspiration and status symbols", says Head of Cultural Intelligence at Canvas8, Alex Quicho.

Quiet quitting: the scrappy rise of slacker style

Canvas8 won at The Drum Awards for Agency Business 2022 

in the Best New Product or Service Development category for its new membership platform. Here's what went into redeveloping the platform.

Canvas8’s new membership platform delivered a 62.5% increase in revenue

So, according to the internet, unconventional faces are the new sexy. And while this sounds slightly more humbling, it's just as problematic, "if we are positioning someone as unconventionally beautiful, we must ask ourselves how we define ‘conventional’ and where that comes from,” Canvas8's Head of Data and Analytics, James Fox tells The Independent.

The internet thinks Oscar Isaac is ‘unconventional looking’ – have we lost our minds?

"He’s a soft boi, but without the facade of niceties", Canvas8's Senior Insights Editor Annie Corser tells the Metro today. Amid a sea of toxic relationships, the golden retriever boy is lovable, loyal and affectionate: it's the perfect response to toxic f*** boys.

In praise of the Golden Retriever Boyfriend

Stylist Magazine spoke to Canvas8's Senior Insights Editor Annie Corser and Cultural Analyst Elizabeth Gabrielle Lee to find out why digital cameras are having a comeback.

Nostalgia alert: the digital camera is making a comeback over on TikTok

Can the metaverse revolutionize the way we shop?  Canvas8's head of data and analytics James Fox speaks to Drapers magazine about which tech can improve customer satisfaction.

Using tech to tackle retail’s returns problem

It's beginning to look like... a toned down Christmas? With the cost of living crisis, people's approach to celebration in 2022 looks especially precarious. James Fox, Canvas8's head of data and analytics talks exclusively to Research Live.

What will festive spending 2022 look like for younger consumers?

Gen Zers are a genre-less generation who refuse to be defined by just one online identity, says Canvas8's Insights Editor Alex Strang in Advertising Week. But, with 33% Gen Zers feeling that multiple aspects of their identities have been excluded by a brand's marketing, how can their multi-faceted platform personalities be fully embraced?

Why Gen Z Is Embracing Fluid and Plural Platform Personalities

Is fragmentation at a tipping point? Has futurism failed? What's the right roadmap for businesses in 'inflationary times'? Listen to this exclusive interview on The New Abnormal Podcast featuring Sean Pillot de Chenecey and Canvas8's Head of Cultural Intelligence, Alex Quicho, as they discuss consumer research, internet culture and more.

Alex Quicho 'Finding patterns, echoes and shadows'

When it comes to women in power, their leadership never seems to be the centre of attention. But what they're wearing is. As a result, it "contributes to the delegitimisation of the important work of women throughout society", says Canvas8's Head of Data and Analytics, James Fox. 

Everything that’s wrong with the term ‘power dressing’ as Liz Truss is named new PM

In a world of hot takes and opinions, what gets our attention the most? According to Twitter, it's long threads. Speaking to Stylist magazine Matilda Ruck explains why we're all turning our backs on short, often forgettable tweets for longer form content.

The rise of the Twitter #thread: what’s behind the increase in long-form content on social media?

Senior Behavioral Analyst Fru Bekefi speaks to Health Tech World about the loneliness epidemic and how social robots could be the friend we all need.

You and AI Social Robots and the Loneliness Epidemic

Barbiecore is everywhere and here to stay. From fashion runways to high street retail, people are revelling in extravagance. "We’re seeing the end of the era of the girlboss and minimalism", says Canvas8's Head of Cultural Intelligence, Alex Quicho. Discover why people are reclaiming feminine identities and how this speaks to a generation of people who just want to have fun.

Dopamine dressing, gender politics and Y2K nostalgia, what is Barbiecore?

Can over personalization kill brand strategy? Canvas8's Head of Data and Analytics, James Christiana Fox, tells The Grocer why using data and insights to tailor trade promotions is vital during the cost of living crisis.

How to nail trade promotions amid a cost of living crisis.

Annie Corser speaks to Stylist about why we can't get enough of superstition, "There's a sense of potential there, especially in light of the fact that manifestation has moved into pop cultural cognisance.”

Internet superstition: confessions of a realist who saves IG posts for good luck

In London, consumer behavioral insights specialist Canvas8 has appointed long-time industry exec Colette McGee as New Business Sales Manager for the Nordic and DACH regions.

Movers and shakers: consumer insights

ebranding – what's the best way to handle fan response? "Designers would do well to treat fans as serious stakeholders and let them ‘into’ the rebranding process. This not only minimizes pushback, but also lets designers tap into fans’ intimate understandings of club identity and legacy", says Canvas8's Associate Insight Director, Helen Jambunathan.

How should agencies navigate a hostile fan response to sports rebrands?

From vagina steaming to eating raw meet to cure depression, the wellness craze is spiralling in all sorts of directions with misinformation growing at its centre. Speaking to The Metro, Head of Cultural Intelligence, Alex Quicho and Data & Analytics, James Fox, explain why Gen Zers are starting to see self betterment as '

consumerist dogma intended to keep people self-doubting and susceptible to quick-fix wellness products

From vaginal steaming to raw meat diets – how following wellness trends can do more harm than good

What's the secret behind building consumer loyalty? In an exclusive article for Advertising Week, Canvas8's Head of Data and Analytics, James Fox writes about why holding onto product life cycles is key for brands hoping to maintain a strong consumer base.

Why resilient product life cycles deepen consumer loyalty

What's the psychology behind viral food? "Embrace the ‘amateur’ over the expert," Canvas8's Insights Editor Annie Corser tells Food Matters Live. Take Emily Mariko – "by finishing every food video with a ‘Smile and Bite’, it feels like she gives the watcher permission not only to be hungry, but to satisfy their cravings,” she explains.

From banana bread to baked feta: the psychology behind viral food

Swipe no more: "the novelty of simply messaging potential partners may be wearing off,’ says Avinash Akhal behavioral analyst at Canvas8, speaking to Courier. "Gen Z and [millennials] place less importance on physical connection, favoring other forms of intimacy. Dating apps are evolving to reflect this," explains Avinash.


Swipe no more: dating apps are changing

How are agencies are succeeding in building team spirit across borders and outside offices? Our associate director of operations, Bronte McMahon, shares how we offer employees a schedule that brings "value for making the trip in (not just drinks, but wellbeing initiatives that promote employee engagement)."

Is ‘team spirit’ possible for agencies without a physical office?

"The transition to WFH during the pandemic blurred the lines between professional and personal, and people are struggling to stop focusing on work during their downtime," says Avinash Akhal, behavioural analyst at 

How to actually switch off and relax after work

Friends, The Office, Scott Pilgrim vs The World. Why can't we stop watching the same content again and again and again? Canvas8's Associate Director Helen Jambunathan tells Far Out Magazine, "the lure of vegging out is undeniable", but is 'comfort watching' healthy or regressive?

Why comfort-watching old TV shows make you feel better

Listen to Sam Shaw, Canvas8's strategy director on the AW360 podcast to demystify the insights industry and learn why behavior and culture, not personal data, are the next big thing in marketing.

Demystifying the insights industry with Sam Shaw

BritishAmerican Business's Transatlantic Growth Tracker 2022

, which recognises companies that have made transatlantic growth and investment over the past year.

Canvas8 named in BritishAmerican Business's Transatlantic 2022 Growth Tracker

What lies ahead for customer experiences? On the latest episode of the Future Imagined podcast, Sandeep Das speaks to Canvas8's US Insight director, Marian St. Laurent, to get her take on the opportunities and pitfalls surrounding the future of customer experience.

The future of CX

Is there a vibe shift a-coming? Speaking to Metro.co.uk, our head of cultural intelligence Alex Quicho says that post-lockdowns, people's re-emergence into society may have exacerbated the feeling among some millennials that they’re suddenly grown and starting to fall out of touch with the zeitgeist.

How to make it through the vibe shift

With its aesthetic making a popular return to TikTok, 

 spoke to our head of cultural intelligence Alex Quicho on why we need to dump the toxic trait of the 'Rockstar's Girlfriend'.

The rockstar girlfriend aesthetic is 2022’s latest problematic trend

From brands to agencies and even the prime minister, many are finding themselves on borrowed time as consumers walk away from false promises and disappointment. Speaking to Campaign Hannah Elderfield explains the key reasons brands lose consumer trust and the path to redemption.

Brands, agencies and, yes, prime ministers need to work harder at earning trust

"People are reinventing the resolution, centring self-care over self-denial," says Helen Jambunathan in Creative Brief.

Has the pandemic brought an end to the season of restrictive marketing?

Keen to find out what will be the main trends impacting on the insights and wider marketing sectors this year? Read on to discover Jo Allison's thoughts, Head of Content at Canvas8. 

Predicting the future

Futurism has failed. It’s time for an alternative. In the era of climate change, tropical futurism reimagines a different relationship to the earth, says Canvas8's Head of Cultural Intelligence, Alex Quicho.

Tropical futurism envisions the Climate of our fate

Jo Allison from Canvas8 has five recommendations for you on how marketing and communication teams can adapt their approaches to connect and influence at a ‘mindset’ level, rather than pinning ads or strategies on a generation or an outdated demographic.

Don’t Target by Demographics – Why Mindsets are a More Meaningful Way to Connect

How can brands successfully tap into the green mindset? The answer lies in understanding and responding to three big consumer behaviour trends: Massive Action, Frictionless Responsibility and 

Understanding the green mindset: Three eco behaviors brands can tap into in 2022

To help brands understand, anticipate and plan for consumers’ increasingly entrenched – and urgent – principles, here are three specific drivers from our ‘signal cynics’ behaviours that marketers should consider when marketing to the whole human.

Why marketing to the whole human will thrive in 2022

When it comes to brands' bad behavior, can we forgive and forget?
Senior behavioural analyst, Jonathan Hassall tells Raconteur why digital innovation and some much needed time could be enough for brands to reinvent and establish themselves as the good guys.

Can digital innovation help repair a company's reputation?

We are entering a new era of the humanisation of data - one that remembers we are all more than just numbers. 2022 – back to the humanisation of data.

Marketing trends in 2022: Consumer insights and data

Strategic insights practice Canvas8 has appointed Marian St Laurent as its first US-based insights director who will be based in New York and will lead Canvas8’s semiotics work. 

Canvas8 expands US team

"Empowerment through transparency, trust through intersectional action and a constant determination to iterate and improve can give people hope and empowerment in a troubling age," says Canvas8's Deputy Editor India Doyle in Sustainable Brands.

Consumer courage in the face of climate change 

"After over a year away from our families and traditions, Christmas Gifting will become more thoughtful, with consumers prioritising presents which carry more of an emotional message. It'll be more about quality over quantity," says Canvas8's Associate Director of Insights Rachel Ousley in A1 retail's feature on how brands can prepare for the upcoming festive selling season.

Christmas Shopping Trends 2021

"If people can get everything they want delivered to their door in 15 minutes, the allure of the #supermarket – however convenient – is lessened," says India Doyle in The Drum's feature on the Cashless Store of the future.

Is the Amazon Go cashierless-store concept the future of retail or just another fad?

"Retail has a really important role to play in facilitating friendly, Spontaneous Interactions with neighbours and bringing back that physical connection that people have been craving", says Canvas8's Deputy Editor India Doyle in The Drum's feature on the future of the high street.

The future of the high street post-pandemic 

Is it RIP for the piggy bank? '#FinTok', gamified financial education and baby investors – learn about how #PocketMoney is going digital with Canvas8's Associate Insight Director Rachel Ousley's contributions to Finder's report on #GenAlphas' spending.

RIP Piggy Bank: When pocket money goes digital – how the children’s account sector is evolving

Eating a bigger, more indulgent brekkie nowadays? You're not alone. “As consumers actively looked to slow down their lifestyles, drinkable yoghurts, breakfast biscuits and cereal bars fell out of favour, often replaced by more traditional or heartier options,” says Helen Jambunathan, in the The Grocer's latest category report on Breakfast 2021.

Report: The Big Breakfast

Should companies keep mask rules in place after legal restrictions end? Canvas8's Head of Data and Analytics James Fox examines how research can help find the answer in Research Live.

To mask or not to mask?

What part can brands play in consumers adjusting to freedom?And have Co-op, Durex and Google made the right impression? Words from Hannah Elderfield in Campaign Magazine UK.

What part can brands play in consumers adjusting to freedom? 

Can beauty retail make a comeback post Covid-19? Canvas8's Deputy Editor, India Doyle, thinks so – but growth will largely take place in digital spaces – featured in the Retail Gazette.


Can beauty retail make a comeback post-covid-19?

Canvas8's Restore Sessions live event series featured in Communicate magazine - "Canvas8 will help the creative industry to recover personally and professionally post-pandemic."

The virtual series helping professionals to prepare for a post-pandemic world 

After more than a year of zooming and virtual schmoozing, how can employees recapture the skills to reconnect, adjust and thrive in the office? Insight Director, Helen Jambunathan tells journalist Steve Hemsley, that while empathy is key, returning to the office will make it easier to relate and understand those facing adversity.

‘It will be draining to build new routines’: Rusty interpersonal skills need addressing for office returns

"Buying small luxuries offer people a valuable sense of comfort and continuity in times of uncertainty and becomes more common during periods of economic recession," says Canvas8's Associate Director of Insight, Helen Jambunathan, quoted in Real Simple.