From medical care to financial concerns, aging brings with it a multitude of worries. In Germany, only 17% of people believe they’ll be able to live on state pensions, and 56% struggle to understand them altogether, creating opportunities for brands to offer simple, straightforward financial support.

People who received a year of basic income crowdfunded through a raffle by a German nonprofit have reported a better work-life balance, as well as more feeling more motivation in performing their professional duties. As people seek meaning in their careers, employers can offer positive incentives.

The cream of Germany’s creative scenes are leaving the capital behind for a simpler way of life in Brandenburg. But they don't want to forego city comforts – which offers interesting prospects for commercialisation strategies in the fields of wellness, gastronomy, retail and architecture.

When pay day rolls around, Gen Yers save a little – but spend a lot. Impulsive spending is a key (and at times problematic) element of their identity. But as this generation begins to look towards their future roles as homeowners, parents, and pensioners, how will their spending habits adapt?