Post-digitisation, the people who work for you can sometimes resonate even more clearly with audiences than businesses themselves. But in order to draw the best young talent, businesses are increasingly required to remember that for Gen Y and Z, ‘where I work’ translates to ‘who I am’.

From Etsy stores to YouTube channels, a generation of young people are starting up their own 'side hustle’ outside of the regular nine-to-five. What’s driving these predominantly Gen Y workers to trade their free time for toil, and what does this reveal of their changing values and lifestyles?

According to 57% of parents, families are not as close as they used to be. This is partly driven by tendencies to see watching TV as bonding time. By encouraging people away from the sofa and towards the dinner table, brands can help families reconnect by sharing a proper meal.

Dissatisfied with rigid corporate structure, a growing number of people are opting to be self-employed; freelancers are set to make up 40% of the US workforce by 2020. Many independent workers are being drawn to coworking spaces in cities, but what’s the appeal of these communal offices?