Disposable vape brand Elfbar has become exceedingly popular among young Britons, with the colourful single-use e-cigarettes visible everywhere from the park to the pub. But with questions about its impact on health and the environment, what’s driving its success in a largely unregulated market?

The ballooning wellness market has fueled the rise of vapes that contain supplements instead of nicotine. But doubts surrounding their effectiveness highlight the importance of proven safety and health benefits for wellbeing-adjacent brands looking to earn people's trust.

Despite the health and environmental impacts, e-cigarette use increased significantly worldwide during the pandemic – especially among older teenagers. As a result, eco-activists and market leaders themselves are calling for more regulation and scrutiny of the vaping industry.

How are Gen Z’s digital experiences changing their attitudes to physical things? What will the cost of living crisis mean for entrepreneurship? And how are young people changing trend cycles? Our 2022 Generational Snapshot of Gen Z explores the key behaviours shaping this cohort.