The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Britain’s ageing population is being urged to stay active to ease the pressure on the NHS. Yet while they may have ample time in which to exercise, age-related physical changes can hinder their efforts. The Icons range from Islabikes works around these limitations to help older people stay healthy.

Uber is stepping up its micro-mobility game by launching e-scooters across São Paulo. In such a congested and polluted city, people are seeking eco-friendly and time-saving options. But with rival e-scooter brands struggling to find lasting success, nailing convenience and accessibility is key.

Nearly a third of Brazilians are now using mobile apps as a means of gaining some extra income. In a country with a high poverty rate and increasing mobile penetration, brands have opportunities to reach the most vulnerable with mobile-friendly money-making solutions.

As Brazilians increasingly turn to tech for all their daily needs, from banking to wellbeing to getting dinner delivered, they are adopting new behaviours across tech, healthcare and commerce sectors. Amidst this change, how can brands step in to cater to evolving audience behaviours and needs?