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.

For many people in the UK, home ownership feels out of reach, particularly with the cost of living crisis creating additional barriers to the property ladder. Savings app Nude is hoping to tackle this by gamifying the saving experience for Gen Yers, helping them to stay in their hunt for a home.

For many Gen Zers, owning or even renting a property feels out of reach – but that doesn’t mean home is less important for this cohort. How are they expressing their style through their living spaces? And how can brands help them create homes that provide a feeling of security and belonging?

As a new generation looks to make sense of an overly competitive and complex housing market, RentSocial is bringing their desire for seamless, social discovery to the property hunt. The move speaks to the growing number of offline industries meeting young people in digital spaces.

Fairview New Homes’ Save to Buy scheme offers an affordable route to homeownership for Generation Rent by setting aside rent payments towards a deposit on a home. Amid a cost of living crisis, the scheme hopes to attract rent-burdened people who are looking to invest in their futures.