Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

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.

As Gen Zers make their way onto the career ladder, they’re questioning workplace norms and seeking careers that help them balance their personal lives, social values, and financial goals. So what does work-life balance look like for this generation – and how can brands and workplaces respond?

Gen Zers have been labeled lazy by the corporate world because their ambition looks different from their predecessors in the workplace. Further inspection of their work ethic shows that it extends beyond their nine-to-five, with side hustles challenging the anti-ambition accusation.

As Gen Z seek out more meaningful work in their careers, young teens in the UK are looking at jobs in medicine and working with the NHS. However, confidence gaps exist among underserved teens who question whether they will be able to pursue such careers, highlighting a need for empowerment.