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.

Following the Marjory Stoneman Douglas school shooting, American retailers Walmart and Dick’s Sporting Goods will restrict gun sales. The move shows how people are putting increased pressure on brands to take action and changing the discourse of what is an already polarising topic in the US.

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.

How are marginalised groups gaining better representation? What can brands do to show they’re taking sustainability seriously? Can Chief Privacy Officers give web users peace of mind? How do people’s political views affect their identity? And is the fight for LGBTQ acceptance close to being over?