Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

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.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

As the LGBTQ+ community demands more nuanced forms of on-screen representation, the media landscape is evolving to allow for diverse content that better represents modern audiences. Through its relatable and lighthearted format,Heartstopperis reframing the queer teen experience for many Gen Zers.

Abercrombie & Fitch was a brand that thrived off exclusivity and teenage fantasy. It began lagging behind in the 2010s after failing to adapt to shifting consumer preferences. But, after a seismic rejuvenation, the brand is back and looking to win over the younger generations.

Brands from the financial industry are partnering up with influencers to tap into the growth in demand for personal finance content and investment app activity that occurred during the pandemic. Doing so is helping them make finance more accessible to Gen Yers and Zers.

Edelman has hired a 'ZEO' and is setting up a Gen Z lab as it seeks to understand and better serve this cohort. By bringing young people into the company's decision-making processes, it's hoping to overcome Zers' scepticism around marketing efforts and give them more agency in the workplace.