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 conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

The 4Bs is a niche group of women who are taking steps in reaction to the oppression they and other women face in South Korea. How is this movement changing attitudes among South Korean women, and what can brands do to learn about the wider gender landscape through them?

Vlogs by recent high school dropouts are becoming increasingly popular among students on Korean YouTube. This points to a shift in societal attitudes among students as they explore alternative paths in a country notorious for its hyper-competitive educational system and academic pressures.

Research suggests only one in three young adults in South Korea support marriage, signalling changing attitudes towards societal norms. Amid rising living costs, people are increasingly delaying the expense and commitment of traditional life milestones and prioritising financial stability instead.