YouTuber and Gen-Z royalty Emma Chamberlain has quit influencing. Entering her “entrepreneur era” with a podcast and coffee line in tow, the key to Chamberlain’s success lies in her ability to translate a relatable persona into brand identity, while bringing her audience along for the ride.

Instagram shows the unique ways Gen Zers may creatively and unexpectedly engage with their platform through ads that embrace in-person hangouts. This initiative could show how establishing knowledge of an audience's needs may create a powerful impact that could benefit many brands.

LinkedIn has seen a growth in Gen Z users, and they are now the fastest-growing global audience demographic on the platform. Young professionals actively seek more positive and productive social media experiences to find opportunities and work toward their career ambitions.

With a taste for originality, sustainability, and global flavours, Gen Zers’ food and drink choices reflect a more conscious and socially-driven approach to their diets than older cohorts. But how do they balance indulgence with health, particularly amid the cost of living crisis?

Influencer Alix Earle became TikTok royalty almost overnight, and the products she recommends routinely go viral – a phenomenon dubbed the ‘Alix Earle effect’. But more than beauty secrets, the key to Earle’s success lies in her relatable persona, which has earned her a devoted fanbase.

Gen Zers’ friendships really took a hit during the pandemic, resulting in periods of isolation that have filtered through to the post-pandemic era. Brands have an opportunity to help them navigate connections in new ways through strategies that feel natural and authentic.

Brand loyalty as we know it is declining among Gen Z audiences as they renegotiate the terms of the business-customer relationship. While this generation has the capacity for some of the deepest bonds, brands will need to meet them where they are with a new set of priorities.

Tiring of Big Tech, Gen Zers are seeking out alternative platforms. Members of Gen Z Mafia are building the tech world they want to see from the ground up. Since its launch, users include college and high school students, founders, and young employees at tech companies and start-ups.

Gen Zers have a reputation for their love of luxury. But in the era of “stealth wealth,” what are they really looking for? Canvas8 spoke to eight Gen Z Britons to understand their take on exclusivity, status and the value of big-ticket purchases in the cost of living crisis.