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.

The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

Rihanna has taken Fenty Beauty to the metaverse through a partnership withRoblox, allowing players to discover and engage with the label's virtual products. It's one of several attempts by beauty brands to appeal to younger audiences through gamified experiences on digital platforms.

McCain Foods has teamed up withRobloxand Bored & Hungry to educate young people about regenerative farming practices. While younger generations are often interested in contributing to tackling climate change, a lack of sufficient knowledge and skills needs addressing to close the inaction gap.

The oldest Gen Alphas are turning 13. The majority are the children of Gen Yers and are the first generation born entirely in the 21st century. By 2025, this generation will grow to more than two billion – the largest generation in history. So what’s next for digital-first Gen Alpha tweens?