As Gen Zers enter the workforce and burnt-out Gen Yers recalibrate their priorities, a new culture is emerging around work – one that values rest, appreciates idleness, and would rather be happy than industrious. Could this shift in approach mark a new era of anti-ambition?

Research has found that the use of marijuana and hallucinogens among young people in the US is at an all-time high, with many using them to treat psychological problems. People are moving away from pressurised representations of wellness, and are forging their own non-conventional approaches.

Burger King UK is celebrating the launch of its loaded fries in partnership with Uber Eats, encouraging indulgent eating with customisable adult bibs. As Gen Zers reject diet culture and constant self-improvement, this collaboration playfully validates ‘goblin mode’ and a desire to let go.

Comfort food has become a go-to for Gen Zers who've had their hopes of post-pandemic liberation stifled by the cost of living crisis, turbulent global events, and a divisive political atmosphere. How can brands help young people embrace their indulgent streaks while also promoting wellbeing and health?