Gucci has donated $500,000 to a gun control campaign in the US – a political statement in an industry normally shy to speaking out. In doing so, Gucci is revealing its true beliefs as a brand, affirming these values to Gen Yers and Zers who expect them to put their money where their mouths are.

Sustainably-sourced fashion is gaining traction among both high street and luxury brands, but menswear label Kloters goes a step further to actively improve the environment. Its RepAir t-shirt turns pollutants into fresh air, catering to those who want to wear their values on their sleeve.

Microsoft has dropped its gun emoji, replacing it with an innocuous water-pistol in an effort to reflect the company’s values. The brand hopes the move will align with people who are pro-gun-control and show solidarity with Americans frightened and fearful of a 2018 marked by massacre.

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.