Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

The Home Office has launched an advertising campaign in an attempt to bring a halt to knife crime in the UK. The print and video ads use the real-life stories of people to help educate others about the potentially devestating effects of carrying a knife, while challenging the practice's normalcy.

In February 2018, America saw its third-worst school shooting in history at Marjory Stoneman Douglas High School in Florida. In the wake of the tragedy, the teenage survivors have sought to mobilize the country both online and off, demonstrating Gen Z’s desire to engage with the big issues.

Young generations are turning to food to both speak out about political, social and spiritual beliefs, as well as a means to connect different cultures and serve as a healing medium. How can brands tap into this ethos and show that they actually care rather about supporting a cause?

Youth subcultures still exist, but they’re far removed from the mods, rockers, punks and hippies of generations past. How have blogs and social media impacted the way Gens Y and Z form tribes? And how do they define their identities beyond the clothes they wear and music they listen to?