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.

From taking #nomakeup selfies to signing petitions on political issues, a growing sense of social responsibility and commitment to local community have changed the way people view social action. Is caring about causes the new badge of cool? And has it become ‘chic’ to protest?

Ad agencies are donating artwork to the March for our Lives campaign, to express their views on gun control and show their solidarity with Gen Z activists. As people increasingly demand that companies take a stance on contentious issues, the ad industry is using its talents to take a stand.

Around 60% of Gen Zers support organisations taking a stand on issues they believe in. It's leading many organisations to look towards this cohort for backing in preparation for when they can vote. In Poland, Greenpeace is engaging with Gen Z by appearing in their favourite online games.