Can our eating habits represent our identity? We sat down with Eating right in America author Charlotte Biltekoff to discuss how what we eat aligns with our aspirations and ethical codes, and our shifting perceptions of health.

The American appetite for fast food is waning. Instead, people are hungry for experiences. In response, fast food chain Taco Bell has launched an upmarket Mexican-American restaurant brand, aimed at a Millennial demographic demanding fresh, gourmet food in a casual setting.

With international fashion brands making competition on the Australian high street even more intense, a new generation of home-grown brands are building fiercely loyal style tribes both online and off. But can these emerging fashion cults fend off global competition?

Marketed as 'nature’s Gatorade', Vita Coco has become popular way beyond the gym. It has a 60% market share in the US, and over 90% in the UK, where it’s the fastest-growing non-alcoholic drinks brand. But just how did Vita Coco turn coconut water into a global phenomenon?

A ‘cup of Joe’ has become a staple in the American diet. At one end of the market Starbucks has made a name for itself selling flavoured coffees, and at the other end ‘gourmet’ coffee has become a daily choice for 34% of Americans. But can rare brews and a theatrical experience convince customers that Starbucks is now a contender in the ‘premium’ coffee market?

What do you do when you’ve already converted everyone who could be a coffee drinker into a coffee drinker? For Starbucks, the answer is to sell them fancier coffee. They've just added hipster favourite, the Flat White to their US menu.

As people spend less time in traditional communities, they’re seeking connections beyond religion and family. Memberships with organisations or brands can create loyalty and boost revenues, but the reasons to join Scientology or Sainsbury’s are vastly different. So why do people become members?

Who says that pumpkin spice lattes are a preserve of the basic bitch? On the contrary, men, women and children across America are crazy for pumpkin spice anything. From pumpkin spice Oreos to pumpkin spice yoghurt, pumpkin pie to pumpkin bread, Americans simply can’t get enough.