With the free speech debate rumbling along on both sides of the Atlantic, portions of mainstream media continue to purport that cancel culture is a Gen Z driven phenomenon - something that fails to reflect this generation’s increasingly complex feelings towards free speech.

The past two years have taken a toll on the majority of people’s mental health. With their formative years coinciding with a deadly global pandemic, it is no surprise that Gen Z appear to have it worse than previous generations. So we thought we’d check in with our Gen Z collective to see how they’re doing. Here’s what we found…

While Gen Z have become disillusioned with traditional dating apps, a new wave of start-ups are attempting to overthrow these industry whales by taking cues from TikTok and Gen Z.

Collabs aren’t anything new, but they are still tricky to get right. Brands are increasingly having to think outside of the box when it comes to identifying partners that bring the right balance of cut-through and cultural capital.

With content creation, passive income and online businesses all offering viable sources of income for the digitally savvy, the answer to ‘how do Gen Z make money’ isn’t straight forward.

It’s been said for a while that the days of the Monday-Friday office job are numbered. With Gen Z growing more influential within the workplace, it’s clear that many other traditional workplace norms are under threat too.

For many, the Metaverse conjures connotations of red and blue pills and far-off, dystopian, Huxley-esque future worlds. The challenge for a brand seeking to seamlessly slot into the Metaverse is how to do so without being the unwelcome, naff, age-inappropriate intruder.

In 2022 it seems that many young people are rarely given the space or permission to be naïve – particularly those in the public eye.

For thousands of university leavers, graduation now means a return to childhood bedrooms, house rules and scheduled meal times. We spoke to our Collective about what it’s like moving home after years of living away.  

The question of what constitutes identity in 2021 is vast, but it’s clear that some industries have more to gain from understanding it than others.

Kim Kardashian’s career change is emblematic of a shift in celebrity culture towards values and purpose – and more pointedly, the level of commitment to the cause that’s now required to achieve credibility with the Next Gen.

Moving away from a century-old labour practice will require an unprecedented shake-up - but as a global pandemic becomes endemic and Gen Z’s representation in the workforce grows, it seems a perfect storm is brewing.

Despite reaching new and more diverse audiences, issues around toxicity and exclusivity in these communities remain. When we spoke to the SELFHOOD Collective we found the world of gaming still isn’t as welcoming as you might think…

73% of our Next Gen collective admitted to purchasing something as a result of an online influencer. However, it appears their trust is waning, as our feeds become oversaturated with promotional content.

Young people want to be heard, and they want to be represented - whether by politicians, institutions or brands. But, naturally, they are resistant to becoming pawns for those very same, oft-duplicitous, groups. How do brands get it right?

Since their arrival in the early ‘10s, dating apps have firmly established themselves as the go-to for singles. But the flaws that have generally been glossed over by previous generations are increasingly looking like deal-breakers for Gen Z.

We’ve all been held captive to the shackles of TikTok. But what is it that keeps us scrolling for hours on end? More often than not, it’s because it’s pretty damn funny.

Much like a scoop of protein powder, the fitness industry needs a shake up.

In today’s world, young people are rightfully calling out and rejecting rigid expectations placed upon others because of the harm they cause – one namely being toxic masculinity. What is it, and why is it hurting men so much?

Sustainability. Eco-friendly. Green. Through overuse ad nauseum, these have become corporate buzzwords used to create the illusion that companies care - otherwise known as greenwashing. But the Next Gen see straight through this thinly-veiled facade. It’s time to cut the crap.