Welcome to On Culture, edition 8.
Five trending cultural insights of the month, from Canvas8.
1. Expert Outlook 2024
Record heat, record flooding, record inflation, record polarisation, record trust decline, record existential fear… welcome to 2024.
These increasingly frequent shocks are fracturing people’s grasp on reality and making them scrutinise the value of products and ways of life they previously took for granted.
83% of American voters believe AI could accidentally cause a catastrophic event, and 72% want to slow down AI development and usage. AIPI, 2023
No wonder that our interactive Expert Outlook 2024 report was Canvas8's the most read piece in November.
As people look for stabilisation in a year of uncomfortable transition, fully understand how to be an anchor for your audience in 2024 here.
2. What’s the ‘girlification’ of Gen Z all about?
People can't get enough of -Girl trends. As one content creator says: “Hot girls are walking, girls are blogging, dinner is girl, 40-year-old men are babygirls, we are in a girl economy.”
We’ve seen endless accounts of girl culture taking over Gen Z, reshaping the landscape of online trends, consumer culture, and the products they consume. While some say that the trend is feeding sexist stereotypes, others view the trend as lighthearted, a reclamation of sorts, or even as the next wave of feminism.
“The emphasis on social media and self-expression can create pressure for Gen Z individuals to constantly present themselves in a certain way, so brands should be mindful of this and not fuel this pressure.” Jordan Lintz, an entrepreneur.
So how can brands navigate this ever-evolving landscape of girl culture to effectively engage with this generation? Find out here.
3. Terra.do: a jobs board and platform for climate-conscious work
As climate concerns rise, Gen Z is seeking purpose-driven employment, leading to a growing demand for green jobs. To address this skills gap, job boards like Terra.do are connecting companies with qualified candidates.
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55% of Gen Zers say they research a brand’s environmental impact and policies before accepting a job from them. DELOITTE, 2023
This also presents an exciting opportunity for companies, to energise their workforce, old and young, through impact-based incentives.
4. A Cultural Snapshot of the urban UK 2023
Almost 1 in 3 Britons say that don't believe in monogamy. LoveHoney, 2023.
Check out our first Cultural Snapshot of the urban UK that explores the key behavioural shifts and norms among town and city dwellers in the UK in 2023 here.
5. How Gen Zers are fighting hustle culture
As more Gen Zers enter the workplace, it’s become harder to ignore the shift in values between Gen Zers and almost every generation that has come before it.
Culture writer Ali Francis says that “having observed older workers experience burnout, time poverty, and economic insecurity at the grindstone, Gen Zers are demanding more from workplaces: bigger pay cheques, more time off, the flexibility to work remotely and greater social and environmental responsibility.”
70% of Gen Zers in the US and UK who say they’re ‘loyal’ to their employers are either actively or passively seeking a new job. OLIVER WYMAN, 2023.
Gen Zers increasingly want meaningful employment with a sense of autonomy, flexibility, balance, and collaboration with their colleagues.
But how exactly should companies adapt to their needs – without falling to their knees? Read here to find out.
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