For many, Nike's 30th anniversary campaign for its "Just Do It" motto may be considered a brave piece of socially conscious advertising from the sportswear giant. But for others, it's yet another form of corporate 'woke washing' – virtue signaling on an industrial scale, which more often than not, is insincere.

Instagram has crafted a global community of more than 600 million users. By announcing that it'll be launching an standalone shopping app, Instagram is targeting the 98% of Gen Zers who own a smartphone - two-thirds of which are interested in purchasing directly off social media.

How do Gen Z see themselves in a world divided by politics? What’s making them reach for the stars instead of dream about them? This Generational Snapshot uses statistics and case studies from the US and UK to explore what motivates the first true digital natives and how they view their futures.

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?