British people are more engaged with politics than they have been for 25 years, research shows. Despite British party politics appearing a fight between two sides, Britons say they’re very interested in what’s going on around them, saying politics forms a significant part of their identity.

A political leaner, by definition, should be inclined towards one party or another. But, in America, they’re going rogue. While people who’ve declared total allegiance to a party feel dedicated to it, those who have yet to pick a side feel increasingly isolated by polarised ideologies.

As political views polarize along generational and cultural lines in the US, echo chambers are inhibiting civic conversations. For Freedoms is tackling this state-by-state by creating billboards in partnership with artists, sparking public discussion ahead of the 2018 midterm elections.

Gen Zers are a tricky yet intriguing generation to grasp – they’re offline-shopping, eco-conscious, genre-defying, values-defending mavericks. As they grow into adolescence and adulthood, what do Gen Zers actually think is cool and how can brands appeal to this cohort’s unique mindset?