They may only have been around since 2010, but members of Generation Alpha are already tech-savvy, socially conscious, and highly influential. What impact has having a Gen Yer for a parent had on these kids? How is technology shaping who they are? And what are they passionate about?

A growing awareness of fake news and the proliferation of sponsored posts on social media has seen the trustworthiness and authenticity of online influencers come into question. How are established experts, nano-influencers, and CGI characters rebuilding confidence and digital relevance?

Instagram’s Checkout feature, where users can buy products directly from a brand’s post, has evolved to include influencer posts. This progression increasingly shortens the step between inspiration and purchase while showcasing consumers’ trust in social media personalities.

Long has it been hard to quantify the actual influence social media influencers have. But, as recent data suggests, they're making young Britons buy things, with more than half of Gen Y and Gen Z Brits admitting they've bought something an influencer has advertised – more so than a celeb ambassador.