Video-sharing platform TikTok is almost synonymous with teenagers – but now their mothers are getting involved. Meet a new generation of parents: playful, meme-loving lip-syncers who are creating some of the most popular content on the platform.

TikTok may be best known for its viral challenges and surreal skits, but the social media app is evolving into much more than a platform for comedy. How are Gen Zers using this digital channel to educate and inspire their peers? And how are their online communities impacting their offline lives?

Armed with tech know-how and ambition aplenty, Gen Zers are optimistic about their careers. However, their aspirations aren’t matching the reality of future job demands, presenting an opportunity for educators to better tailor careers advice even in the early years.

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?