The holiday season is a time for togetherness, and health-conscious Gen Yers are using it as an opportunity to introduce their older family members to plant-based food. Many are swapping traditional meals for something a little less meaty, and they’re hoping to convince their parents to do so, too.

Far from demanding the latest toys, children are using their influence over their parents’ purchases to drive sustainability. A survey from Peugeot shows that 7- to 12-year-olds in the UK want their parents to be more environmentally friendly, including when it comes to their next car purchase.

Plant-based milk brand Oatly is heading on the road in 2020 with a series of experiential coffee shop pop-ups around the UK. By prioritising human interaction in its promotional strategies, Oatly is responding to a resurgent interest in physical retail from digitally-fatigued Gen Zers.

Values tend to be consistent throughout adulthood, guiding all manner of daily decisions and long-term goals, but major events have the power to reshape beliefs on an individual and societal level. How might COVID-19 transform Britons’ deep-rooted principles, and what could this mean for brands?