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.

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.

Japan’s working culture has a reputation like no other, with long days and little time off being common features. But as Gen Yers start to become the dominant members of the workforce, how will attitudes to overwork shift towards an environment that offers flexibility and a better work-life balance?

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.

Gen Z job-seekers are put off by companies that fail to meet their standards for openness, especially around topics such as salaries. This demonstrates how younger generations expect transparency from brands and employers alike to feel secure amid recession uncertainty and fragile social progress.

Japanese men have the highest amount of paid parental leave at their disposal, yet only a small proportion take it each year due to an intense working culture and entrenched gender norms. So, what are brands and the government doing to encourage fathers to get more involved in their kids’ lives?