If Faisal Islam, Ralph Keyes and the New York Times are to be believed, the Trump candidacy and the vote for Brexit show we've entered a post-truth era – a world where emotion and populism win out over facts and experts. But is it true? And do emotional appeals really trump facts and figures?

Gucci has donated $500,000 to a gun control campaign in the US – a political statement in an industry normally shy to speaking out. In doing so, Gucci is revealing its true beliefs as a brand, affirming these values to Gen Yers and Zers who expect them to put their money where their mouths are.

Following the Marjory Stoneman Douglas school shooting, American retailers Walmart and Dick’s Sporting Goods will restrict gun sales. The move shows how people are putting increased pressure on brands to take action and changing the discourse of what is an already polarising topic in the US.

In February 2018, America saw its third-worst school shooting in history at Marjory Stoneman Douglas High School in Florida. In the wake of the tragedy, the teenage survivors have sought to mobilize the country both online and off, demonstrating Gen Z’s desire to engage with the big issues.