In this conversation, Rhys Knight and Amy Wallin explore the evolving work ethic across generations, particularly focusing on the attitudes of Gen Z towards work and loyalty to companies. They discuss how the new economic realities and the availability of information are challenging narratives about hard work and promotion. The conversation also delves into the changing landscape of marketing, especially how brands must adapt to engage with Gen Z consumers who are sceptical of traditional advertising. Finally, they touch on the current perception of scams in the economy and the need for businesses to be transparent and genuine in their marketing efforts.