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.

Many Gen Zers are reporting not being given digital training at work because they are seen as already tech-savvy. However, this can lead to workers feeling ill-equipped to voice their needs for support – ushering in a need to support young with career-specific digital literacy.

Research from Microsoft suggests that the desire to rebuild team bonds is the best way to incentivise a return to office life, rather than a simple policy change. Workers are wanting to retain the newfound flexibility in work, while still having ways to foster meaningful connections with colleagues.

As companies and employees adopt a hybrid approach to work and nine-to-five jobs become more fluid, the idea of traditional office spaces has been upended. InfinitSpace is meeting demands for hybrid-working environments by supporting landlords in their transition to flexible workspaces.

As young Chinese people feel less secure about China’s harsh working and living conditions and COVID-19 policies, they are leaning into the Guochao movement as a route of finding state-funded employers. But as frustrations grow and economic instability mounts, where will Gen Zers seek release?