Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

Amid a swing towards conservatism, Gen Zers are turning to TikTok to get information about contraception, bodily health, and sexual identity. Increasingly, TikTok is favoured over Google searches by a younger generation, meaning it is becoming a popular learning tool in healthcare.

Durex has seen social media success in China with a revamp of traditional mahjong sets, giving them a modern twist. The subtle yet cheeky changes are an example of making sex culturally accessible without pushing the envelope too far, maintaining respect for the country's social norms.

A survey has found that young people value strong role models almost as highly as relationship and sex education when it comes to helping them prepare for adult life. With scrutiny on education high, there are opportunities for alternative authority figures to make an impact with Gen Alpha.

HBO’s hit-showEuphoriais a coming-of-age teen drama that illuminates the experiences of Gen Zers as they navigate life. Exploring themes such as drug abuse, mental health, sexuality, and friendship, does this cultural touchpoint resonate through the characters’ fashion and beauty choices?