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.

At a time when most social platforms are plagued by criticism, TikTok is set on correcting these problems head-on. In an effort to ease parents’ worries, the Gen Zer-driven platform is adding a range of safety controls as well as releasing a series of videos from TikTok stars encouraging users to get offline.

Gen Y parenting underwent a drastic evolution during the pandemic, with kids’ digital engagement hitting an all-time high and parents increasingly concerned about screen time and apps they don’t understand. How can brands help them feel better supported when it comes to child safety controls?

Pandemic lockdowns led to an unprecedented surge in children’s usage of digital devices. Yet while tech helped alleviate some of the pressure placed on parents at the peak of the crisis, the mass digitisation of everyday life has raised questions around just how safe kids are online.

The 2022 Generational Snapshot of Gen Alpha explores the impact financial anxiety is having on children's development, how digital-first socialising is generating new challenges around child protection, and what the pandemic has done to shape children's attitudes and behaviours.