Gen Zer consumers say they feel misunderstood by marketing campaigns and are skeptical about brands' purposeful initiatives. With their purchasing power expected to increase and a tendency for values-based spending, honesty and authenticity are increasingly important in engaging younger cohorts.

Why are Gen Zers lying down instead of going to work? What’s making older adults feel disenfranchised? And why are Gen Yers seeking out green relief in their everyday lives? Our China Cultural Snapshot explores the key behaviours shaping the nation in 2022.

The markers of success have changed in China and although being married is still a desire for women, it is no longer the be-all and end-all of one's existence. Instead TV shows are forging a different narrative that prioritises career success, financial independence, and wealth.

In the Understanding Allyship Deep Dive, we explore how brands reacted to the BLM protests in 2020, unpicking how people want them to show support and the consequences of offering only surface-level action. What role should individuals and businesses play in tackling social issues?