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.

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

The 2024-2025 Generational Snapshot of Gen Alpha explores the rise of ‘phygital’ play, how gaming has created an innovative space for socialising and creativity, what it means to be an AI native, and how this cohort is articulating their unique mental health challenges.

Gen Alpha is facing a global literary crisis after the pandemic hampered their learning and development skills, with young children particularly afflicted by poor mental health and social development setbacks. As a result, there’s a demand for more positive, engaged, and active approaches to education focused on real-life issues.