Fast fashion is dying – or so they say. While many major headlines allude to Gen Zers' changing ideals and social values (demanding more sustainable and eco-friendly practises), the numbers are telling a different story – that this generation isn’t quite ready to ditch fast fashion hauling.

COVID-19 has impacted every aspect of people’s lives and a looming recession means the worst may yet be in store. Having grown up in the wake of the 2008 crash, Gen Zers are already alert to financial precarity, but how will coming of age during a pandemic shape their relationship with money?

Gen Zers are a tricky yet intriguing generation to grasp – they’re offline-shopping, eco-conscious, genre-defying, values-defending mavericks. As they grow into adolescence and adulthood, what do Gen Zers actually think is cool and how can brands appeal to this cohort’s unique mindset?

TikTok’s challenges and tutorials have become an integral part of digital life for Gen Zers, inspiring many of them to recreate intricate dance routines in their bedrooms or out in public spaces. But why is this form of expression so popular on the platform? And how can brands get involved?