Riding on TikTok’s popularity, American Eagle has released a denim campaign that takes cues from the social platform. It's directed at and made by Gen Zers, recognizing how members of this cohort value authentic displays of creativity rather than polished brand content.

How are young people balancing their bleak world-view with a distinct sense of humour? Why do values-led Zers sometimes shop unethically? What steps are they taking to safeguard their increased usage of tech? And how will their attitudes to health be shaped by COVID-19?

Gen Z hypebeasts have been a driving force behind the popularity of ‘buy now, pay later’ schemes and luxury mystery boxes. But why exactly are these services so appealing to the young and affluent? And how can brands adapt their offerings to attract these shoppers in a crowded online marketplace?

A TikTok trend called 'Why girls hate me' seeks to empower women who feel discriminated against because of their attractiveness. But it has also highlighted prevailing beauty ideals and underscored people’s continuing desire to do away with unconscious biases around physical appearances.