Many brands’ attempts to promote ‘body positivity’ fail to address the fundamentals. Body positivity has become cool and trendy, rather than being a catalyst for transformation and change.

The divide between legacy and Next Gen fans is growing season by season – with teams, broadcasters and brands feeling the pressure to pick a side.

With music discovery platforms now firmly entrenched in the mainstream alongside existing music streaming platforms, young artists now have both the means to find audiences from their bedrooms, and crucially, for audiences and record labels to find them.

Over the past few years, we’ve seen increased visibility of under-represented groups in marketing campaigns - but suspicion remains that responsibility for improving diversity rarely goes beyond the casting director.

What the next generation lack in spending power (or perhaps more appropriately: are perceived to lack) they more than make up for in cultural energy; and for a lot of luxury brands, that’s priceless.

A fundamentally human desire for connection with like minded people - or ‘tribes’ in marketing folk speak - amplified by an anomalous 2 year period in which physical connection has been at a premium, has driven people from all walks of life to see what the world of gaming has to offer them.

Restrictive ‘rules’ around gender appropriate clothing are being challenged as young people choose to express themselves as they see fit.

It seems that as a society we’ve gotten very good at helping young people spend their money, but pretty terrible at helping them save it.

Now is the time for the financial services industry to step up to the plate and give the Next Gen the help and support they need.

It is no secret that we are currently experiencing a global mental health crisis. Exacerbated by the various global lockdowns and uncertainty around Covid19, the mental health of young people in particular is under the spotlight more than ever. 

There’s no denying that censorship algorithms are created with the best of intentions. But A catch-all approach to censorship is making it hard for positive conversations around taboo subjects to manifest. Important conversations at that.

Gen Z are often tarred with the same brush of being lazy under-acheivers, but the more we talk to them, the more we see this is far from the truth.

For many, a community is something you are given. From birth we have our families, our school friends, and then further down the line our colleagues. Our communities are dictated by circumstance more than our inner desires and needs.

Try to predict the must-have purchases of someone under 25 and you’d be forgiven for not including nappies and baby formula. But for a significant cohort of young people, it’s these items that are topping their weekly shopping lists.

"Young people are no longer interested in football. They have other platforms on which to distract themselves," Florentino Perez claimed, taking it upon himself to speak on behalf of millions of young people around the world.

Sex and Positivity - two words that have often existed together in secret. Well, this has all changed. The next gen are fed up with feeling shame and embarrassment about a perfectly normal and natural human instinct.

Britain opened up vaccinations to 23-24 year olds this week, and the slots flew off the proverbial shelves like hotcakes. More than 10,000 were being booked each hour. Young people want to be vaccinated.