The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

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.

A rise in childcare costs, gas and electricity prices, and food bills have left more families struggling than ever before. But what is the long-term impact of this cost of living crisis, and how can brands help families alleviate the pressure as they begin to tighten their belts?

The slow erosion of the idea of meritocracy followed by a flurry of global crises has Gen Zers set firmly in an anti-ambition era. Social contracts with employers are being renegotiated by a generation that's rejecting the unhealthy career attitudes normalised by previous generations.

As Belgium approves reforms that will allow a four-day workweek, demand for flexible working and a reprioritisation of goals comes front and centre, showcasing how it's high time to not only allow but actively support workers and consumers in the pursuit of a better work-life balance.

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?