The archetypal Gen Xer is notoriously self-absorbed. But what do they think of the rest of society? Are they political? Do they consume ethically? Or would they rather not think about it? Canvas8 sat down with British men and women between the ages of 35 and 49 to find out what causes they care about.

Young Brits are politically minded. 70% think social media should be used for social change, and a quarter are highly knowledgable about politics. Yet only 12% would definitely vote in a general election. Why are they so disillusioned? And is engaging via social media the answer?

Whether people identify as Christian, feminist or vegetarian, in a landscape that celebrates transparency, brands that share people's values tend to come out on top. Glia makes it even easier for people to find out which brands' morals mirror their own, meaning they'll never buy anything mindlessly again.

Will crowdfunding sites merge into charitable aid? How will people react to social and environmental crises? And will they continue to favour local? As part of our Expert Outlook 2016 series, we speak to three citizenship experts about the relationships people and brands have with broader society.