Viewed as overwhelmingly white, male and London-centric, the British art world is long overdue an attitudinal audit. The White Pube, a platform run by two Gen-Zers, attracts a previously disengaged audience using irreverent humour to critique racial, class and gender bias in the UK art landscape.

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?

Boomers may have grown up alongside the hippie movement, but Gen Yers and Zers seem decidedly opposed to their contemporary social and political views. Are older Americans as conservative and self-serving as the ‘OK Boomer’ insult makes them seem? Or are they still keen activists?

The death of George Floyd and ensuing protests saw companies worldwide attempt to address systemic racism in their messaging – though many faced a tide of consumer cynicism. Semiotics expert Chris Arning explains how brands can meaningfully show their commitment to anti-racist action.