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.

From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

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.

A survey has found that 16% of Britons are seeking second jobs to support them through the cost of living crisis. With over a third of employees receiving no support from employers, there's a need for support initiatives, which would appeal to the rising expectations in the workplace.

Price rises and tax increases have created a gloomy economic picture for Britons who are only just starting to feel the crippling impact of the increased costs of living. Now, they are on the hunt for ways to save money and brands that can help them score a much-needed bargain.

The gig economy recruitment model means many workers have to pay high fees to middlemen while many companies struggle to search for new talent, also incurring recruiter fees. Braintrust aims to change this recruiting model by creating a decentralized marketplace using blockchain technology.