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.

Back-to-school ads would have people believe the new academic year is a fresh start, but for many mums, dads and children, it can be highly stressful and costly. Why is this annual occasion such a huge deal? And how can brands effectively cater to pressured parents and nervous kids?

In the ten years since the term ‘tween’ was coined, 8- to 12-year-olds have come to control an estimated $43 billion in spending power. But the latest generation are different, having never lived without social media. How should brands target this delicate age group? And how soon is too soon?

From Coasties to K-Poppers, the US is home to a range of teen subcultures. In the third of a series exploring Gen Z and Gen Y tribes, Andrea Graham Richeson delves into the overscheduled world of Alpha Achievers. Do these ambitious teens embody the model student and future star employee?

From Avon ladies to Tupperware parties to Ann Summers soirees, peer-to-peer selling is an established business model for companies, with most aimed squarely at middle-aged women. But now Willa is hoping that Gen Zers can revive its brand by selling lip shimmer and face wash to their pals.