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.

Navigating reality has become an almost constant shock to the system. With the ongoing cost of living crisis, wars, political polarisation, and global environmental issues, life’s stresses are becoming increasingly difficult to escape. With individuals and collectives in a perpetual state of disturbance, peop...

Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

China’s top developers face scorn from the nation as they file for corporate default, leaving homeowners-to-be far from the promised land. As the Chinese youth are caught between a housing crisis and long-standing expectations of home ownership, they have resorted to living in ‘refined poverty.’

Young Chinese consumers are finding creative ways to boost their luck as they face an unprecedented unemployment crisis. From good-luck phone cases to live-streamed temple experiences and digital incense burning, they're searching for alternative sources of stability amid socio-economic insecurity.

Gen Zers in China are facing widespread uncertainty, disillusionment in the corporate world, and record-high rates of youth unemployment. By reviving traditional home altars in a digital incarnation, Huawei is helping them regain control and balance in their daily lives.

Capybaras are becoming Gen Z in China's favourite animals to look at online. Seen as icons of tranquillity and emotional stability, they embody the relaxed lifestyle and unwavering self-assurance that the youth aspire to emulate at a time of growing loneliness, anxiety and work discontent.