Canvas8

The archives are open and heritage logos are back. Jonathan Anderson’s first move as creative director at Dior was to reinstate the brand’s heritage logo. At Burberry, Daniel Lee revived the equestrian knight and the classic check, helping the brand’s Wrapped in Burberry campaign deliver a seasonal boost in sales. In a market predicted to decline by 4% in 2025, luxury brands are looking inward to rediscover what truly sets them apart. Legacy and revival are no longer just about history. They are becoming the strategy. For brands, the message is clear. Heritage is not a look back; it is a future-facing asset that builds trust, distinctiveness and cultural relevance. In an age of algorithmic sameness, heritage offers something brands can own completely: real authenticity. Amelia Abraham has more.  https://lnkd.in/eUQnMr6K #LuxuryStrategy #FashionHeritage #BrandIdentity #BrandStorytelling #LuxuryMarketing

“Can we make it go viral?”  Cue the collective eye roll.  It’s the feedback that derailed a thousand meetings this year. A trend blows up, and suddenly the brief is just: “Do something like that.” But as you know, you can’t just copy-paste. Because high view counts, impressions, and reach don’t automatically equal relevance. Just because a trend exploded for someone else, doesn't mean it will track with your audience. And without understanding the context, you aren't building a strategy, you’re just hoping for traction. To actually replicate that success in 2026, you have to know why it landed in the first place. That is exactly what we’re uncovering at our final live virtual event of the year, Best of Insights 2025, on 3 December. We aren’t just recapping the year. We’re giving you the raw material to build stronger campaigns for 2026. You’ll learn how to distinguish fleeting hype from lasting behavioural shifts, and see exactly which moments provided the blueprint for the year ahead. This is curated by experts, not algorithms. Our team reviewed more than 2,000 global cultural signals from the US, UK and APAC. We debated, voted, challenged wildcards, and stress-tested every contender to uncover what actually broke through. Join us live as we decode the human behaviour behind the year's biggest viral moments, giving you the strategic ammunition to make work that actually lands in 2026. Secure your spot: https://lnkd.in/e3dVka8V

Gen Y and Gen Z in Japan are not just shopping. They are curating experiences. TikTok hauls, immersive pop ups, and peer recommendations are reshaping a retail landscape where emotional connection now matters more than discounts or fast delivery. As Abi Buller reports, and with insights from Paul Ashton, Anri Y., and Loic Bizel, the future of Japanese retail belongs to brands that connect experiences to emotion. Younger shoppers crave novelty and social validation, while older generations continue to value free shipping and loyalty points. Convenience alone is no longer enough. Legacy platforms like Rakuten and ZOZOTOWN remain strong, but global players such as Amazon, SHEIN, and Temu are shifting expectations. Pop ups and phygital experiences (a blend of physical and digital) act as trust anchors, turning retail moments into cultural moments. Physical retail still matters, especially in fashion and luxury. Shoppers want to touch, try, and photograph products, creating emotional resonance. Immersive cafés, bespoke workshops, and interactive exhibitions extend this feeling long after the purchase. Word of mouth remains the most powerful force. Nearly 80% of Japanese shoppers rely on peer reviews, and Gen Z gathers in niche digital communities where authentic micro influencer opinions often drive trends more effectively than celebrity endorsements. This social proof loops back into the experiential journey, shaping both discovery and purchase. Brands that blend community, authenticity, and phygital touchpoints will be best positioned to thrive in Japan’s evolving market. Read it here. https://lnkd.in/eaUzkEFe? #JapanRetail #GenZShopping #GenYShopping #PhygitalExperiences #EcommerceTrends #SocialCommerce #MicroInfluencers #TikTokShopping #RetailInnovation #Omotenashi #CommunityCommerce

“Mommy? Mamacita?” A single line from Love Island USA became one of 2025’s biggest viral sounds, lip-synced by millions and even used by the Empire State Building’s TikTok account. But the power of this moment goes far beyond meme value. It signals how TV is reclaiming its role as a collective ritual in an age of fragmented feeds. From 'The Traitors' to 'The Summer I Turned Pretty', audiences are craving shared experiences again. “We are desperate for digital water cooler moments,” says Remy Solomon, “especially ones that can be translated into IRL connection.” For young viewers, appointment viewing now feels nostalgic, communal, and even comforting. As streaming fatigue sets in, the shows that win are those that create conversation, not just content. Darshita Goyal latest report unpacks what brands can learn from TV’s return to shared viewing, with expert insights from Remy Solomon, Holly Beddingfield, Pranjal Jain and Shivani Reddy. https://lnkd.in/eiN84Qr2 #MediaTrends #BrandStrategy #PopCulture #GenZ #DigitalWatercoller  #TV  #RealityTV

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