People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

The highly anticipatedBarbiemovie showcases how the iconic doll is permeating popular culture once again, capturing the hearts of Gen Z and Y. What’s behind the growing acceptance and celebration of these ‘kidults’ and how is Barbie helping them stay young at heart?

Notorious for their struggles with ‘adulting’, Gen Yers are now firmly in adulthood – a position that’s proving anxiety-inducing for some. What’s behind their reluctance to hand over the baton of cultural relevance? How has the pandemic had an impact? And how are they coping with this transition?

The pandemic worsened inequality and triggered widespread antipathy towards the mega-rich. Yet despite their opposition to extreme wealth, many people still desire financial prosperity. So, as individuals redefine aspiration, how can brands acknowledge outrage without exploiting it?

Multiple interconnected crises since the turn of the decade have highlighted the gaps in support left by governments around the world. Some people are turning to brands and local communities as more trustworthy sources of aid, but how can they provide a feeling of security amid ongoing uncertainty?