E-cigarette brand JUUL has announced it will be deleting its social media accounts, in a bid to stop minors taking up the habit. But with the FDA declaring teen vaping an epidemic and many already addicted, the ban could unwittingly serve to boost the brand's popularity, as it gains underground status.

The Juul vaporiser, far from helping cigarette addicts to quit smoking, has found a fan base among non-smoking American teens. Given that Gen Z’s personal brand doesn’t jive with previous generations’ conceptions of cool, Juul has rebranded youth rebellion’s aesthetic for the era of digital natives.

Older Gen Zers are heading to college and, soon, to work. This highly connected, driven and pragmatic cohort craves a sense of community, but on its own terms. How can universities and brands help them find a sense of human connection through the digital tools they’re so at home with?

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?