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?

Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

The UK is set to pass a new law reinforcing workers’ rights to request flexible work styles. Challenging conservative attitudes to the workplace, the law aims to reframe thinking around flexible working practices and provide accommodations for those who need them the most.

Stephenson Harwood – a law company based in London – has offered employees the opportunity to work entirely from home in exchange for a 20% pay cut. Gen Yers and Zers in London are willing to swap their daily commute for reduced pay, signalling a shift in employee values and priorities.

Back-to-office incentives are frequently misaligned with the actual perks employees value. Getting aligned on priorities and pain points can help employers show understanding and empathy in a changing work landscape and actively encourage the uptake of office days through trust and flexibility.