As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Stephenson Harwood – a law company based in London – has offered employees the opportunity to work entirely from home in exchange for a 20% pay cut. Gen Yers and Zers in London are willing to swap their daily commute for reduced pay, signalling a shift in employee values and priorities.

The Women's and Equalities Committee is calling on the government to mandate revealing racial pay gaps. Unfair treatment within the workplace has had a long history of contributing to burnout and mental fatigue and people want brands to get transparent to support minority workers.

F*** You Pay Me is an app that aims to eradicate pay disparity for influencers. Similar to Glassdoor, content creators can anonymously share their experience of collaborating with brands, providing transparency on rates and helping other influencers to get paid equitably.

Gen Zers will account for more than one-quarter of the global workforce by 2025, and they’re bringing a different set of attributes, attitudes, and ambitions to the office. But what characterises the Gen Zer professional? And how could they redefine the world of work for generations to come?