Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Rising STI cases, limited access to contraception, and shifting attitudes toward sex among younger generations have led to a condom renaissance. So much so that luxury brands are offering custom styles, signaling a shift in sexual attitudes for Gen Z, in part fuelled by political tensions.

MSI Reproductive Choices has joined forces with Uncommon to draw attention to the dangerous lack of choice available for those seeking abortions. Working to raise urgent awareness and funds for contraception and abortion care, the campaign uses the shock factor to encourage action.

Future Method has partnered with a sex education nonprofit to democratize access to sexual health. As funding declines but risks persist, people in the US are looking for science-backed and accessible information to help them navigate conversations around taboos, health, and fertility.

Amid a swing towards conservatism, Gen Zers are turning to TikTok to get information about contraception, bodily health, and sexual identity. Increasingly, TikTok is favoured over Google searches by a younger generation, meaning it is becoming a popular learning tool in healthcare.