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.

The Australian Electoral Commission has partnered with Snap Inc. to encourage young Australians to vote in the Voice referendum later this year. With social media proving a vital tool for education among digital natives, brands are utilising it to drive political engagement among younger audiences.

Joe Biden’s presidential campaign has officially launched on TikTok. However, with neither government officials nor social media being trusted sources of information, people still need reassurance that measures have been taken to protect online vehicles for civic engagement.

The UK’s general election in 2024 will be a significant milestone for many Gen Zers, marking the first time they will be eligible to vote. With the Conservative Party hoping to maintain its 14-year hold on power, how can it connect with right-leaning Zers? What do these young adults value?

Conservative political commentator Candace Owens has been growing in popularity due to her ‘going against the grain’ nature, which is appealing to many Black Gen Zers in the US. But she’s also part of a wider shift in American values and voting amid tough financial times and geopolitical tensions.