Gen Xers may not be retiring yet, but wedged between often elderly parents and young kids, a full 15% of this group are financially supporting both parties, as well as themselves. In turn, retirement can seem like a pipe dream. Lincoln Financial can’t necessarily remove this strain, but it can empathise with it, and its 

 campaign reminds Gen X customers that they’re not alone.

Those well on their way to retirement have similar woes – but many are actively ignoring them. 

 that a fear of death actually prevents older people from properly planning for the future. Well-worded communications can make a huge difference; for instance, annuities offering yearly payouts for 'each year you live' are proven to be more effective than those offering payouts for 'each year until you die'. And so it makes sense that US insurance provider 

 is reminding older people they’ve got plenty to live for. Its ‘Start with Healthy’ campaign addresses retirement as a beginning, rather than the beginning of the end.

Even once you’ve hit retirement, money matters don’t get easier; 44% of US seniors were targeted by financial scammers between 2009 and 2014. Ultimately, elderly consumers want (and need) their finances to be as simple and risk-free as possible, and services like 

 – which offers straight-talking financial services designed with security in mind – are delivering just that. After all, who wants to worry about money when you’ve got your mortality to think about?

As people get older, they become more vulnerable; 37% of American seniors are affected by financial abuse and banks are routinely blamed for mis-selling products to the elderly. How is True Link ensuring that wealth stays in the family and doesn’t fall into the hands of the scammers?

True Link: helping to protect the family inheritance

Boomers are redefining what it means to be old. Not content with fading into the background, they’re healthier than past generations and splashing out on leisure. Insurance firm Humana aims to appeal to this mentality, reminding Boomers of all the opportunities prolonged health can bring them.

Humana: insurance for the young-at-heart

TikTok celebrity and 'hawk tuah girl' Haliey Welch launched Hawkcoin amid a wave of memecoins. The cryptocurrency launch received lots of hype but quickly failed, with Welch now facing accusations of exploitation – but her story reflects a growing acceptance of self-monetization online.

Viral 'hawk tuah' girl faces backlash from crypto-fail

The Commonwealth Bank, Australia’s largest bank, announced a new withdrawal charge of $3 that's supposedly taking effect in January 2025. The move garnered ire from Aussies and the government, highlighting the widening chasm between people and institutions amid the cost of living crisis.

CommBank charging fee draws criticism from Aussies 

A recent study links rising income inequality to online dating, where users increasingly select partners within their socioeconomic strata. Financial compatibility has become a key priority for daters, reflecting how love and money are now more intertwined in shaping modern relationship dynamics.

Study finds online dating is deepening income inequality

How are Gen Yers reinventing middle age? What do they want from role models and celebrities as their lives evolve? How are they approaching finances in inventive and resilient ways, and what tools are they reaching for to build stronger communities?

2024-2025 Generational Snapshot of Gen Y

Online sports gambling is an increasingly popular topic of discussion among Brazilian personal finance influencers – as well as a growing cause for concern and controversy. There’s an opportunity for brands to inform their audiences of potential risks and promote responsible behaviours.

Brazilian financial influencers wary of sports betting 

Research shows that financial pressures and growing environmental awareness are reshaping chocolate buying behaviors. As some Americans choose to buy in smaller quantities and increasingly value sustainability, there is an opportunity for brands to tap into these shifting values.

Inflation impacts Americans' chocolate choices

Launched amid growing consumer skepticism of financial institutions, Pine is an AI assistant that automatically negotiates bills and disputes unfair charges. As credit card debt soars and subscription fatigue grows, the tool addresses mounting concerns about corporate pricing practices.

AI assistant fights unfair subscriptions

When French-founded firm Duralex faced bankruptcy, its employees stepped in, forming a cooperative to modernise the brand while preserving its world-renowned heritage. This decision reflects a rising collectivist spirit, reshaping trust and resilience amid global instability.

Duralex employees unite to save company and its heritage

Mobile operator O2 has introduced Daisy, an 'AI-powered grandma' designed to outwit phone fraudsters by engaging them in time-wasting conversations about the likes of knitting and family stories. With phone scams pervasive in Britain, Daisy is O2's approach to beating scammers at their own game.

O2 launches an 'AI grandma' amid phone fraud fears

According to Booking.com, travel scams have surged 900% over the past 18 months, partly fuelled by AI. With urgency-driven tactics luring victims into fraud, Australians’ tech scepticism may erode trust in online booking platforms and prompt a shift toward slower, more secure payment systems.

Travel scams fuel distrust of purchase pressures online

Young Democrats distressed by Donald Trump's re-election have turned to ‘doom spending’ as a salve and are sharing their hauls on TikTok. The trend signals a yearning for control and comfort amid unpredictability, with people seeking immediate emotional relief through consumerism.

US Gen Zers are doom-spending to cope with Trump win

As Australia inches towards a cashless future, some are pushing back, citing concerns about budgeting, inequality, and security. From generational divides to fears of financial exclusion, this monetary tug-of-war reveals deeper issues about financial control in a rapidly digitising world.

Why going cashless is proving divisive in Australia

India's gig economy is booming, with the number of gig workers nationwide set to reach 23.5 million by 2030. However, due to the uncertainty of this income stream, most people remain cautious of their finances. How can brands harness tech and education to bolster a sense of financial security?

How Indians are managing money amid the rise of AI

Japanese households once again cut spending in September due to inflation and a weak yen pushing up living costs. As people continue to face financial anxiety, there is a burgeoning demand for budget-friendly brands, while many workers are also seeking a better work-life balance.

Japanese households further cut spending as costs rise

More than half of Australians consider the country’s income distribution to be unfair, and satisfaction with democracy is on the decline nationwide. Faith in traditional institutions is wavering globally, leading some people to turn towards anti-establishment voices for solutions.

Australians report decreased satisfaction with democracy

The consequences of teen gambling addiction are being brought to life in a Korean short film. Once thought of as an adult crisis, easy access to online gambling platforms has led to addicts skewing younger, prompting conversations about whose responsibility it is to keep young people safe.

Ad campaign highlights Korea’s teen gambling epidemic

South Koreans love to spend. But what happens when the country faces a financial crisis? With many people steeped in debt, younger generations are now being forced to downsize their purchases and miss out on major life milestones. How can brands help them fight against economic headwinds?

How South Koreans save while staying aspirational

Puig exceeded expectations with its Q3 earnings, bolstered by fragrance and skincare sales and demand in the EMEA region and Americas. As brands within luxury ponder whether to ‘go high’ or 'go low', Puig is opting for an enticing strategy – ‘go niche’ to stand out in a turbulent market.

Puig courts niche audiences within luxury

Some disillusioned workers in France are travelling out of the city to work the soil – but only for a few days a week. Seeking both meaning in life and financial stability, these workers are contributing to the popularity of multi-hyphenate careers spanning both urban and rural environments.

French seek meaning and money through part-time farming

Uncertain economic conditions are causing inflation to hike up insurance costs and premiums. In response, Aussie consumers want tech-informed policies and products aligned with the current financial situation. What does this mean? Accessible and affordable coverage.

Why Australians want insurance to reflect their real-life needs

How has Fintech changed the way Germans approach money management? How is the rise of spirituality and diverse belief systems changing the religious landscape? And why is marriage on the decline? This Cultural Snapshot of Germany in 2024 explores the key behavioural shifts.

A Cultural Snapshot of Germany: 2024 - 2025

Car buyers in Germany are showing muted demand for electric cars as the cost and quality of EVs fail to meet their needs. Countries recognise the need for an urgent transition towards a greener future, but balancing the competing needs of people and brands is an uphill battle.

Fewer German car buyers are opting for electric vehicles

Banks and financial institutions in Australia have spent the last decade competing with each other by improving their customer experience and providing seamless online transactions. With the dramatic rise of fraud and scams in the country, is it time to put some of that friction back?

Can payment friction create savvier online spenders?

A Mastercard campaign aims to boost autism acceptance in Singapore, sharing stories and driving inclusion in everyday spaces. As people choose to back brands that reflect their values and take steps toward inclusion, this ad highlights how brands can connect through intentional storytelling.

Mastercard spotlights autism and hidden disabilities 

Research shows that over half of London-based workers earning less than a 'real living wage' have had to turn to food banks in 2023/24. As the UK's economy begins to recover, wide disparities across economic groups are persisting, leaving many in need of additional support.

Lowest paid Londoners are turning to food banks 

Thousands of celebrity deepfakes are flooding the web, targeting would-be investors with crypto scams. As people look to the fractured digital space as an authoritative source of information and open-source AI models bring deepfakes to the fore, the scam signals a new frontier for disinformation.

Elon Musk deepfake scam stokes disinformation fears

Kyoto is partnering with e-gift firm Giftee on a 'Donate & Go' service, making it easier for tourists to contribute to regional efforts by giving half the donation back as e-money for local use. This maintains heritage, tackles over-tourism, and supports local businesses without reducing visitors.

Kyoto tackles over-tourism with e-gifts for tourists

The last decade has seen an explosion of fintech companies in Africa attempting to bank the unbanked but none have been as successful as OPay. How exactly have OPay’s efforts to drive financial inclusion turned it into the country’s biggest fintech success story?

How OPay serves Nigeria’s financially underserved entrepreneurs

Perceived financial pressures are making people more frugal and favour adverse. Some of this stress could be related to money dysmorphia, an exaggerated insecurity about one's finances. Brands can help by reassuring people and focusing on things that are more important than money.

Frugality in friendship: a growing issue for Gen Z and Y

Service provider Optus is doubling down on its commitment to the Australian small business community with its new campaign. As many owners struggle with the economic challenges of running a small business, the company shows an empathetic understanding and provides tangible support. 

Optus goes 'All In' on supporting Australian SMEs

A new campaign by Australian Unity reflects the challenge of balancing work and life through multiple life stages, improving representation and services for older Australians. The campaign highlights an opportunity for brands to consider the evolving health needs of older shoppers.

Australian Unity spotlights balance throughout life

Latin American SMEs, key to the region's economy, face limited access to credit and complex regulations but many are leveraging fintech, digital connectivity, and new educational models to drive growth. Can they unlock their full potential and spark a local economic renaissance?

What do Latin American SMEs need to thrive?

As the luxury sector takes a hit, the UK branch of Bulgari announced losses in 2023 due to economic instability and reduced tourism. With financial concerns worsening, trends like #underconsumptioncore and 'affordable luxury' rise, offering leverage for smaller, cheaper, and stylish alternatives.




Smaller brands may emerge as Bulgari UK struggles

Indian Gen Zers are preparing for an uncertain economic future by changing the way they manage their money. They prioritise value, are more entrepreneurial, and have more open discussions about finances. They want to enjoy life now while securing their future, making careful spending decisions that reflect both prudence and aspiration.

How is India’s Gen Z changing the way they earn and spend money?

Gen Yers and Zers in India are building financial independence by establishing various (mostly passive) income streams like investments, content creation, and freelancing. This is their solution to economic uncertainty, but how can brands help them in their quest to gain control over their finances?

How varied income streams give Indians economic certainty

What happens after the US election? How should brands navigate a hyper-politicised landscape? And where will the new opportunities emerge in an unstable political environment? In the 2025 US Macro Expert Outlook, Adam Berinsky explores what the US will look like in the year ahead.

2025 Expert Outlook on the USA

South Korean digital payments platform Naver Pay has launched a feature that allows users to raise a digital pet and earn points while doing so. As more Koreans embrace gamified e-commerce, brands are exploring more innovative mechanisms to keep people emotionally engaged.

Naver Pay levels up gamification with virtual pets

As the economy strengthens and Americans' financial sentiments improve, the 'vibecession' – where people feel pessimistic about money matters – is slowly lifting. But does this increased confidence stem from financial strategies and lifestyle hacks that are frowned upon by wider society?

American money dysmorphia is slowly dissipating  

By tokenizing assets such as stocks, bonds, and gold, Swarm Markets aims to enable investors to trade more efficiently and cost-effectively. How could this technology revolutionize how professional and retail traders access different assets by providing them with a better experience? 

Why Swarm Markets uses tokenization to empower traders

What if you could unlock your hotel room, get into a concert, collect loyalty points, and prove your ID just by tapping your phone? It could all soon be possible for the UK’s critical spenders thanks to an announcement in August that Apple is opening up its tap-to-pay tech to third-party developers.

How Apple’s Tap-to-Pay builds spending loyalty for Britons

Will AI regulation in finance curb innovation? What might help protect people from financial fraud? How will new pricing regulations impact shopper confidence? In this part of the 2025 Expert Outlook, we speak to three experts about where financial behaviours are headed next year.

2025 Expert Outlook on Money

With the rise of cryptocurrency, AI-driven fraud, and an evolving regulatory landscape, innovative detection methods and regulatory technology (RegTech) firms that leverage new technologies, like ComplyAdvantage, can disrupt the fintech space in Australia. What is the future of this industry?

How ComplyAdvantage eases Aussie concerns about fraud

Despite some Gen Zers wanting to cut back on non-essentials due to rising living costs and eco concerns, many are willing to concede on their budgeting for events. For brands, this represents an opportunity for IRL reach and impact during moments when people are most open to indulging.

Gen Z forego budget-conscious mindsets for live events

Healthcare technology company Zelis has debuted an out-of-network payments solution to help plan members navigate medical bills in a convenient and accessible way. The service acknowledges challenges around paying for medical care, addressing pain points around affordability and transparency. 

Zelis removes barriers around medical payments

Audio manufacturers Bang & Olufsen have released a line of future-proof headphones with modular components designed for easy repair and replacement. As eco-concerns converge with more critical spending habits, perspectives on sustainability are shifting to centre durability and slower consumption

Bang & Olufsen centre durability with modular headphones

Visa has announced an initiative to help boost consumer protection when people pay bills by bank transfer. As concerns over financial fraud with digital and online banking increase, the enhanced security measures are set to give consumers greater control and protection over how they pay.

Visa to launch enhanced consumer payment protections

A combination of responsibilities for their children and aging parents and economic challenges mean Gen Xers are feeling financially unprepared for retirement. Many are considering moving in with their kids to make ends meet and may need help broaching these conversations.

Gen X ‘Silver Squatters’ feel unprepared for retirement

More than half of US parents report needing financial assistance to buy the technology their kids need for their education, a worrying statistic as the back-to-school season kicks off. As tech becomes more essential in schools, parents seek reliable and affordable products for their kids.

US parents face financial barriers in buying tech for kids

How are UK cities engaging their inhabitants in city life? Where do city dwellers go for fun, and to spend their money? And what challenges are people in cities facing in 2024? This Urban Cultural Snapshot blends data and expert insight to illuminate contemporary behaviours in UK cities.

A Cultural Snapshot of the urban UK 2024 - 2025

M&S’s back-to-school campaign, ‘School Happens,’ captures the everyday chaos of school life. By focusing on the durability of its uniforms, M&S taps into parents’ focus on quality and value, offering a relatable take on what kids – and their clothing – really go through during the school year.

M&S shows durability and value in back to school spot

What does life in the UK look like outside of cities? Why is wild swimming a lifeline for community? What's next for UK localism? This snapshot explores the behavioural shifts and norms of those living in rural communities up and down the UK in 2024.

UK Cultural Snapshot: Rural Behaviours 2024 - 2025

Gen Zers are becoming landlords in increasing numbers as property investment grows as a side hustle for ambitious young Britons. As traditional career paths fracture, young people are looking for alternative ways to make ends meet, looking for passive income to allow them to pursue their passions.

Buy-to-let culture builds British Gen Z's passive income

Inspired by the success of brands, Lidl launched a limited edition set of GBP 20 ($26.4) mystery boxes for shoppers in the UK. Each box contained items usually found in the retailer’s notoriously eclectic middle aisle worth over GBP 100 ($132.2), meeting desires for thrifty indulgence.

Lidl’s middle aisle mystery boxes promote cheap splurges

As the older half of Gen Xers approach retirement age, many are without adequate pension funds to leave the workforce. As this group navigates a myriad of financial pressures, there’s an opportunity for brands to better support the needs of an often overlooked generation.

Retirement is becoming a distant dream for US Gen Xers

TikTok finance influencers have found popularity among Gen Z by doling out advice on how to get rich quickly. With economic insecurity fuelling widespread anxiety among this group, young people are increasingly turning to alternative sources of authority for ways to circumvent a broken system.

‘Hustle bro’ influencers sell financial freedom to Gen Z

Indians are increasingly drawn to exclusivity, customisation, and status when it comes to their gadgets, opening doors for high-end phones and specialised services. Leading this shift in the country are brands like Apple and Samsung, which are considered luxury products.

How are phones transforming into personal assets for Indians?

Stables is at the forefront of digital payment innovation, bridging traditional finance and the stablecoin market. By pioneering new ways to integrate and simplify digital assets, it taps into Australia’s growing adoption of digital transactions, making stablecoin a seamless part of finances.

How Stables drives crypto inclusion in Australia

Teens are turning to summer jobs again in increasing numbers, reversing a decades-long decline. The cost of living crisis is pushing Gen Z to look for short-term work during the season. As teens look to get an early start on their careers, employers have an opportunity to attract young talent.

Cost of living crisis spikes Gen Z summer job growth

Axis Bank has joined hands with Visa to launch Primus, a premier credit card for India’s ultra-high-net-worth individuals (UHNWIs). As luxury appetites mature, affluent Indians will expect brands to offer insider, bespoke products and services that centre on one-of-a-kind experiences.

Axis Bank unlocks VIP experiences for India’s UHNWIs

As Americans struggle to make ends meet, credit card balances are skyrocketing, with young spenders falling into delinquency at higher rates. While an inflationary economy has eased, many young Americans are still struggling to keep afloat and risking their economic future to do so.

Young Americans fall behind on credit card payments

In 2024, Australians will navigate the balance between their deeply held values and economic realities. While their decisions mirror their desire for societal change, the cost of living crisis has shifted priorities. How do these dual realities shape people’s lives and decisions amid trying times?

A Cultural Snapshot of Australia: 2024

The price and rigidity of healthcare payments present a major barrier to Americans getting the support they need. Acknowledging the challenges around payment plans, PayZen enables people to pay their healthcare costs in installments either before or after they receive the treatment.

PayZen adds flexibility to American healthcare bills

’Tis the season to gift, browse, and shop. Aussies haven’t lost any appetite for the Christmas season as a majority of the country continues to celebrate despite rising costs of living, spending most of their time and money with family. How can brands tap into the country’s holiday spirit?

How are Aussies shopping for Christmas?

Age Concern New Zealand and ANZ have launched a scam prevention campaign featuring American crime drama series CHiPs. The ad reimagines the series to resonate with older audiences, who are typically targeted by scammers, providing them with the tools and confidence to protect themselves from fraud.

ANZ campaign prompts Boomers to watch out for scammers

Expedia, Wells Fargo and Mastercard have unveiled two new co-branded credit cards offering enhanced benefits for U.S. travelers. As people continue to prioritise experiences over material goods, they're seeking more holistic loyalty programs that integrate seamlessly into their lifestyles.

Expedia travel credit card rewards everyday spenders

Money

The UK has officially banned the use of puberty blockers to treat gender dysphoria among transgender youth. With access to treatment crucial to wellbeing and wider prejudice against the community growing, there is an urgent need to protect the mental and physical safety of these young individuals.

The UK bans puberty blockers for transgender youth

A Powerade initiative seeks to redefine brand-athlete partnerships by placing importance on holistic wellbeing and the power of breaks. Featuring top athletes, the bold campaign aligns with a cultural shift toward people demanding that brands ‘show up’ with purpose-driven actions.

Powerade cracks 'The Athletes Code' to mental health

American high schools are seeing ‘healthy masculinity’ clubs crop up as young men search for safe spaces to challenge stereotypes. In the face of growing gender divides, groups like these illustrate how people are taking proactive steps to care for their personal and communal identities.

Masculinity clubs at US schools offer community support

Despite widespread panic about the negative impacts of social media, experts stress that a balance of online help and offline connections is needed to help young Australians dealing with anxiety and stress amid limited care access. This is where Momentum comes in, with its free custom online sessions.

How Momentum uses digital culture to tackle youth anxiety

Boredom is rising, according to new research. Even though people are less bored now than they have been historically, the shift towards feeling bored is notable. For brands, there's an opportunity to surprise people with cultural experiences that ignite excitement and counter algorithm-led sameness.

Research on boredom highlights need for spontaneity

With personal care products reflecting the skin-brain connection, neurocosmetics brand JustHuman meets Indians' demand for verifiable ‘clean beauty.' Using a science-backed approach, the brand caters to oft-ignored Gen X women, helping them battle negative environmental changes and stressors.

How JustHuman rethinks beauty for mindful women in India

Secular spiritual communities are emerging as a powerful response to the loneliness crisis, offering inclusive spaces that focus on wellness, social justice, and shared experiences. What do these groups reveal about the search for connection in the digital era and the healing power of rituals?

How secular spiritual communities help tackle loneliness

A report from UN Women sheds light on the increasing amount of violence women and girls face around the world. In response to deepening gender divides, there’s a need for brands to not only showcase positive role models but also highlight the dangers that women and girls experience.

Report highlights threat of violence against women

TikTok has played a significant role in raising ADHD awareness, with the platform serving as a locus of health-related information for many Gen Zers. Despite its potential to fuel misdiagnoses, people are finding relatable content that both reaffirms their identities and supports self-exploration.

TikTok is fuelling a spike in ADHD self-diagnoses

Death cafes provide spaces to discuss mortality openly. Led by end-of-life doulas, they follow simple rules and offer comfort to those grieving. Part of the 'death positivity' movement, these gatherings, along with grief raves and grief-tech, aim to demystify death and provide outlets for grief.

Death cafes offer collective grieving experiences 

Japanese 'healing fiction' featuring cats is gaining popularity among English readers. This iyashikei trend offers comfort amid modern anxieties and everyday challenges, with communities on social media driving interest in soothing yet fantastical narratives that facilitate escapism.

Japanese healing fiction offers cat-based comfort

CareYaya aims to connect those searching for caregivers with students in healthcare to create a mutual system of affordable care and learning experiences. The platform facilitates people demand for tech-based networks of support as they look to balance high costs of living.

CareYaya matches students to elders seeking care

Australian men have a higher life expectancy than most of their global peers. But obstacles such as low health literacy, stereotypes of masculinity, and a lack of male-centred institutional support are keeping them from being healthier.

How to cater to Aussie men’s desire to be healthier

Amid a loneliness epidemic, finding ways to build meaningful connections is crucial. While social support has typically centred on conversation, emerging research suggests gift-giving could be a key tool to help people feel more connected. How can giving gifts tackle loneliness, and what are the opportunities for brands to tap into?

That’s for me?! The science of gift-giving

The Victorian state government is updating its respectful relationships programme to address toxic masculinity in schools. Brands and governments face the challenge of promoting healthier masculinities without alienating audiences to which they are trying to teach in the process.

Government in Victoria seeks to combat toxic masculinity

Headspace has expanded its in-app offerings with an AI-powered chatbot known as Ebb, which will provide instant and personalized mental health support to users. This move reflects how brands can help clinicians facing burnout, but there remain risks around relying on tech-driven companions.

Headspace adds AI chatbot for mental health support

The California Department of Public Health (CDPH) has tapped Megan Thee Stallion for a youth suicide prevention campaign. The move highlights the need for accessible, youth-focused health resources and the importance of creating safe spaces for open conversations about mental wellbeing.

Megan Thee Stallion campaign tackles youth suicide

Dementia patients in Belgium have been given access to an AI-powered tool from Kodak that enables them to engage in photo reminiscence therapy. The tool helps to reconstruct memories for which no photo exists and is a prominent example of how AI can potentially democratise access to therapy.

Kodak supports dementia therapy with AI-powered tool

A highly competitive culture in Korea is causing an alarming increase in poor mental health experiences. Yet, the stigma surrounding these illnesses prevents many from reporting them, resulting in their meagre coverage in medical insurance policies, which perpetuates the vicious circle.



Stressed out Koreans want better insurance coverage

Due to post-pandemic fitness rituals, the mainstreaming of weight loss drugs, and the ebb and flow of the trend cycle, thinness is back in the form of the "ballet body." People want brands to care for their mental and physical health and continue to represent all body types. 

'Ballet body' trend signals return to thinness ideals

Asics is continuing its Movement for Mind initiative through a foul-mouthed campaign starring Succession star Brian Cox, who encourages workers to escape their desks and get some exercise. People are emphasizing their fitness and mental health, so wellness is no longer separate from work.

Asics calls for workers to move for their minds

lululemon's 2024 Wellbeing Report found that though people are doing more for their wellbeing, they’re experiencing counterproductive stress to maintain it. These findings highlight the need for more flexible and accessible approaches to wellness that can keep people healthy without pressure.

Study finds people are feeling pressure to appear well

IKEA Singapore's new RESTEN bag is a revamp of their original tote that doubles as a pillow, catering to sleep-deprived Singaporeans. As Asians focus more on wellbeing, the value of sleep is moving beyond a basic need and being coveted as a premium experience that enables slower, mindful living.

IKEA encourages Singaporeans to rest on the RESTEN bag

In a viral letter, the mother of a deceased EY India employee has accused the firm of driving her daughter to death by overwork. The controversy has thrust the country’s brutal workplace culture into the spotlight, and people are calling for meaningful brand actions to put employee wellbeing first. 

Indians demand accountability on EY overwork case

Instagram has recently launched 'Teen Accounts' to offer a safer, more supervised app experience. As Gen Z and Gen Alpha continue to grapple with mental health exacerbated by social media, Big Tech is facing intense scrutiny from the government and parents alike to protect younger users.

Instagram's 'Teen Accounts' put parents in control

A new Virgin Active campaign takes aim at unlicensed wellness advice, urging people to “leave the cult” and “join the club” when it comes to health. As people grow weary of fleeting wellness fads, they’re seeking a more accessible approach to fitness that centres self-care before self-optimisation.

Virgin Active targets harmful fitness fads

Waves of AI-generated tarot readers have begun popping up on TikTok, hinting at new modes of virtual spirituality. As the world’s relationship with tech evolves, people are seeking solace in the digital space, and while emerging AI tools can offer support, experts stress a need for continued caution.

TikTok tarot bots signal rise of virtual spirituality

A report has found that a major scheme helping people in England connect with nature resulted in big improvements in mental health. With a mental health crisis across the UK, there is a need to support people in getting access to care, and connecting to nature is one avenue to help.

Report shows nature prescriptions improve mental health

Prominent content creators are shifting towards slower and less attention-grabbing 'no-edit' formats to recapture audiences fatigued by content overload. In an increasingly saturated social media environment, people are looking to take back control through more mindful modes of consumption.

Creators opt for no-edit content to battle ‘brain-rot’

The male mental health crisis is well-documented, and yet this problem shows little sign of easing. Men still struggle to seek help when required and report high rates of loneliness. What can brands do to help men find community, positive role models, and, ultimately, a better quality of life?

How can brands help men speak about their mental health?

Mental health

People are worried about their financial futures