Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

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 coming-of-age filmHow to Have Sexoffers a hyper-realistic examination of British youth culture and sexual consent – spotlighting confusion among Gen Z about what constitutes sexual assault. Young people are looking for authentic and meaningful representations of themselves and their culture.

With a host of updates focusing on protecting users' data while they chat with others, WhatsApp is incredibly popular among young people. Amid anxiety about data privacy on social media and the effects of algorithmic feeds, people are drawn to features that return a sense of control.

From fuelling global protests in the wake of George Floyd’s death to driving boycotts against ‘woke’ brands, the impact of social media on grassroots movements has become impossible to ignore. Why are these channels so valued by activists? And how can brands navigate through contentious issues?

Gen Zers are invested in charitable causes, spurring donations across the board. Their desire for social justice has led brands and creators to create viral altruistic content, though ambivalent reactions highlight the fine line they walk among increasingly distrusting audiences.