Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Young American investors are relying on alternative investments rather than stocks – a risky move according to experts. This indicates a disconnect between financial institutions and Gen Zers due to a lack of trust and presents an opportunity for brands to make investing guidance more accessible.

Budding Gen Z lawyers are moving away from traditional corporate firm roles as they favor companies that align with their values. This change signals a wider shift in Gen Z careers as they turn to social impact roles that speak to their personal views rather than prioritizing financial success.

Scout is looking to make investing more fun, less intimidating, and educational for a younger audience through an easy-to-use app. As more Gen Zers and young people step into financial independence, how are fintech platforms helping them find their footing in the market?

The pandemic and climate emergency are impacting Gen Zers’ career choices. From record numbers applying to study nursing and many pursuing environmental or STEM courses to those planning to quit their jobs for ones aligning with their values, what’s driving this seismic career shift?