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.

Superdry’s co-founder has publicly donated to a campaign for a second Brexit referendum. In a world of polarising opinions and value-signalling through consumption habits, brands too have to plant their flag and show what they stand for, or risk getting overlooked for ones that do.

Britons are seeking a better work-life balance but aren’t seeing it – especially in advertising, where long hours and inflexibility have sparked walkouts. As firms realise changing norms around working hours, they’re taking steps to accommodate flexible working arrangements.

WhiteHat is a startup that aims to provide young Britons with apprenticeship opportunities in selected companies, as an alternative to university. In a time when Gen Z are having second thoughts about higher education, WhiteHat is helping Britain's young choose a more vocational path.