Canvas8

In the November edition of Canvas8’s 'Is It A Thing?', we’re exploring: 6-7 Gen A can’t stop saying “6-7,” and it’s breaking the internet. The origins and exact meaning are still being unraveled, but the phrase is already shaping the absurdist, in-joke language of this emerging generation. Swag Gaps People are debating the pros and cons of dating someone with more ‘swag’ than you. In a moment defined by a global dating crisis, ‘swag gaps’ are the latest attempt to decode modern relationships, though whether they’re a green flag or a red one remains up for discussion. Pudding Parties It started in Germany with pudding mit gabel: strangers gathering in public to eat pudding with forks. What began as a surreal, ironic moment online has now become a global phenomenon, turning internet absurdity into real-life connection. 'Is It A Thing?' is the go-to destination for brands wanting to get strategic about internet culture. Sign up to get it directly to your inbox every month: https://hubs.li/Q02WdHtm0

Best of Insights 2025 is coming. And wow… what a year to unpack. 🔥 If keeping up with cultural trends this year felt like trying to catch confetti in a wind tunnel, you’re not alone. Ballerina Cappuccina. Katseye x Gap. “67” becoming… well, everything. Micro-trends mutating faster than your last matcha order (or coffee, if you’re still loyal). On 3 December, join us for our last virtual live event of the year, where our editors Nicolas-Tyrell Scott and Leah Sinclair break down the moments that actually mattered – the ones that shaped what people talked about, shared, bought, and even obsessed over. This isn’t a nostalgic recap. This is creative fuel for 2026. 🚀 It’s your shortcut to what is culturally relevant (without doomscrolling) and an easy way to walk into January with ideas rather than guesswork. Blink and you’ll miss it. Secure your seat today: https://lnkd.in/e3dVka8V

🎧 The algorithm can predict your taste, but can it surprise you? Frictionless listening. Infinite playlists. The same 15-second TikTok clips looping through your feed. In 2024, ten of the 11 UK Number Ones had a major TikTok trend attached to them, showing how algorithms, not artists, are shaping what we hear. But a cultural pushback is building. Listeners are waking up from their algorithmic sleepwalk, tired of being served more of the same and hungry for meaningful discovery. In the latest Canvas8 report, Dan McCarthy explores why people are breaking out of their algorithmic echo chambers and turning to trusted human curators. Creatives and writers Tina Edwards and Josh Mason-Quinn also weigh in. Key insights: 🎵 Algorithmic fatigue is real. Over half (54%) of UK listeners want music chosen by humans, not algorithms. 👥 Authority is shifting. With 47% of adults reporting low trust in Big Tech, people are turning to passionate individuals and niche communities for guidance. 💿 Effort is the new ethics. From Bandcamp Clubs to the rise of vinyl sales (up 11.5% year-on-year), listeners are rediscovering the joy of effortful, ethical discovery and seeing their support as a direct investment in artists. The next era of music discovery is not about automation. It is about authenticity, ethics, and effort. 🎶 Ready to understand why human curation is becoming the new cultural currency? Explore the full report here: https://lnkd.in/ety9J3_W? #MusicCulture #StreamingEconomy #ConsumerTrends #CulturalShift #EthicalConsumption #BrandStrategy

Gen Z is rewriting the script for theatre. From TikTok clips to pop-infused scores, the stage is being reborn as a space that feels relevant, shareable, and unmissable. Productions like 'Romeo + Juliet and & Juliet' remix the classics with contemporary visuals, music, and fashion to create experiences that live both online and off. Star power still matters, but it is evolving. Performers such as Hannah Lowther and Paul Mescal are not just actors. They are cultural bridges who pull young audiences from digital fandoms into physical spaces. And social media is no longer just promotion. It is where theatre thrives, inspires, and builds community. Inclusivity and participation are redefining what live performance means. Subsidised tickets, behind-the-scenes content, and interactive experiences are breaking down access barriers while spotlighting diverse stories that resonate with Gen Z values. 💡 For brands, the lesson is clear. Gen Z does not want to watch culture. They want to co-create it. Whether on stage, screen, or in store, experiences that invite participation, collaboration, and authenticity are the ones that win attention. As Kyle MacNeill reports, with insights from Anya Ryan and Mickey-Jo Boucher, the next act of live performance belongs to those who make audiences part of the story. #GenZTheatre #Broadway #WestEnd #CulturalTrends #LiveExperience #AudienceEngagement #BrandStrategy #TikTokCulture https://lnkd.in/eCa-WneN

Japan’s vacant homes are no longer just empty structures. They are becoming a canvas for creativity and reinvention. In January 2025, a buyer purchased a 150-year-old akiya without ever stepping inside, guided entirely via FaceTime. Another renovator turned a termite-ridden Tokyo house into a sleek Japandi-style Airbnb fetching $500 a night. These stories, shared across TikTok and YouTube, are turning forgotten homes into global inspiration. For brands, this isn’t just a housing trend. It’s a window into how people are redefining lifestyle, ownership, and community. The future belongs to companies that connect physical spaces with emotional meaning, blending authenticity, creativity, and phygital experiences that celebrate reinvention. Key trends reshaping the akiya movement: ✨ 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗿𝗲𝗶𝗻𝘃𝗲𝗻𝘁𝗶𝗼𝗻. Homes become DIY projects, coliving hubs, and remote workspaces. 🌿 𝗟𝗶𝗳𝗲𝘀𝘁𝘆𝗹𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻. Younger generations prioritise autonomy, self-sufficiency, and meaningful daily life over traditional family norms. 📱 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗮𝗺𝗽𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻. Viral content drives awareness while platforms like Akiya & Inaka make remote purchases accessible. 💰 𝗘𝗰𝗼𝗻𝗼𝗺𝗶𝗰 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆. Government incentives, low costs, and flexible work policies unlock rural potential. As Faye Bradley reports, the akiya revival reveals a deeper cultural shift, from ownership to experience, from consumption to creation. Japan’s empty homes are becoming blueprints for how a new generation wants to live. https://lnkd.in/e9ZXD94P #Akiya #JapanHousing #RuralRevival #DIYRenovation #Coliving #CreativeLiving #RemoteWork #Japandi #LifestyleInnovation  

Measurement often feels like the "homework" of strategy. But earlier this week, we asked how to make it the main event for 2026. We were proud sponsors of the APG Noisy Thinking debate, where the goal wasn't just to discuss clear KPIs - it was to explore how measurement can be as dynamic and creative as the work itself. The big question of the night: What should we be measuring in 2026 and why? Our own Jared Tanna brought the cultural perspective. He suggested that as we move from a "Meaning Recession" into a "Meaning Boom," brands need to look beyond passive engagement. If people are seeking substance, we need "Measures of Meaning":  • Personal & Social Utility: Is the brand additive to a life and relationships?  • Positive Friction: Does the brand encourage quality, intentional time rather than mindless scrolling? It was a night of distinct, forward-facing opinions from the rest of the panel too:  • Sarah Cornish (TikTok) kicked off by warning against Goodhart’s Law: When a metric becomes a target, it ceases to be a good measure. She urged us to view measurement as "living social insight," prioritizing context and creative quality over isolated vanity stats. • Joy Talbot (Analytic Partners) widened the lens, rejecting the narrow view of digital attribution. The future is holistic - using econometrics to track all business drivers (economy, price, distribution) and using storytelling to make the data land with stakeholders. • Tom Roach (Jellyfish) closed the loop with a look at our newest audience: AI. He proposed tracking Share of Model (SoM) - measuring a brand's visibility and perception within the LLMs that are now mediating purchase decisions. Expertly refereed by host Josh Bullmore from Leo Burnett, it was a refreshing reminder that the future of effectiveness isn't just about counting better - it's about thinking bigger. We want to know: Which of these shifts feels most urgent for your 2026 planning? #APGNoisyThinking #ConsumerInsights #Strategy #Measurement #MarketingEffectiveness #2026Trends

The culture wars have entered the checkout line. In 2025, every purchase carries political weight. From EVs to oat milk, Democrats are turning consumption into activism, and brands are finding themselves on the front line of belief-driven buying. Nearly half of Democrats say they would consider an electric vehicle, compared with fewer than one in five Republicans. But this shift is not just about products. It is about meaning. A Prius in the driveway, solar panels on the roof, a Costco membership in the wallet. These have become modern badges of moral identity. According to experts such as Serkan Saka, Ph.D., every purchasing decision now has a political anchor. Liberals are not only boycotting brands that clash with their values, they are actively supporting those that align with them. They are willing to pay close to ten percent more for sustainable products and seek proof that their money drives real change. For marketers, this moment demands honesty. Authenticity is no longer a brand advantage, it is a survival strategy. Consumers are interrogating not just what companies sell but what they believe in. In an era when neutrality can look like indifference, silence is not safe. As Andres Zambrano-Bravo Bravo reports, with insights from Ellis Jones and Serkan Saka, the future of American retail belongs to brands that can prove purpose with action, not just words. https://lnkd.in/e8RQ29T8? #ConsumerTrends #BrandStrategy #ValuesDriven #Polarization #EthicalConsumption #MarketingInsights

In October, our UK team celebrated Black History Month and its powerful theme this year of "Standing Firm in Pride and Power." This theme served as a vital reminder of the strength, dignity, and self-belief that have defined Black communities throughout UK history and a call to carry that spirit forward every day of the year. Across the month, there were several activation's and internal sessions focused on reflection and action:  • Exploring people in Black history who inspire us.  • Discussing how representation can be a more active part of our culture all year round.  • Supporting and enjoying food from local Black-owned businesses, including Jamaica Patty Co., The Black Farmer, and Faith in Nature’s Juices. A special thank you to Purity Njoroge, who generously shared what Black History Month means to her, offering personal insight and reflection that grounded the conversations for the entire team. And a huge appreciation to the people who put this all together: Ilhaan, Mahfuz, and Martina. Standing firm in pride and power this month and every month. #BlackHistoryMonth #BHMUK #Canvas8 #DiversityandInclusion #PrideandPower #Allyship

In 2026, APAC consumers will want more than convenience. They are seeking meaning, connection, and experiences that feel human in an AI-driven world. Technology still excites them, but only when it enriches rituals, celebrates culture, and helps them slow down. Local innovators are leading this shift. Chinese tea brand CHAGEE uses AI to perfect every brew while turning its stores into calm spaces for modern rituals. Scent brand Documents transforms retail into community, blending traditional incense culture with contemporary design. Fashion tells a similar story. As Gen Z shoppers crave brands that feel personal, Citizen Wolf’s AI-powered Magic Fit creates custom, sustainable clothing that helps young people express identity and values. Across the region, AI is no longer the focus but the facilitator. People want technology that feels intuitive, emotional, and meaningful. Brands that weave culture, creativity, and human touch into their digital strategies will define the next era of engagement. As our own Therese Reyes reports, the next wave of growth in APAC will come from brands that make technology feel human and purposeful. https://lnkd.in/eXghAUUj? #APACTrends #ConsumerBehavior #AIandCulture #BrandStrategy #CulturalInsight #Canvas8

Love storytelling, bringing brands to life and LinkedIn? We’re on the lookout for a Digital Marketing Executive! At Canvas8, we’re a team of curious minds obsessed with understanding people and turning insights into impact. Now, we’re looking for someone who can help us tell those stories in fresh, creative ways. We think you’ll love this role if you’re: ✨ A creative thinker who’s confident with Canva or Adobe Creative Suite. 🧠 Experienced with LinkedIn (organic and paid) and email marketing (HubSpot’s a bonus!). 📈 Curious, proactive, and always hungry to learn. 🤝 Friendly, collaborative, and ready to get stuck in. If that sounds like you, get your application in >> https://lnkd.in/eJ6jxY77 Or, tag someone who you think would be a good fit! #NowHiring #DigitalMarketing #MarketingJobs #B2BMarketing #LinkedInMarketing #ResearchAndInsights #Hiring