We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

As interest in veganism and meat alternatives continues to grow, brands are starting to expand their product offerings to reach new audiences. With its meat-free ‘Roarsomes’ nuggets, UK-based vegan and vegetarian food brand Quorn has launched an innovation aimed specifically at children.

The number of vegans in Europe has doubled from 2016 to 2020, and more than half of ‘flexitarians’ want to become vegetarian or vegan in the future. With convenience and tradition keeping people from switching up their diets, there’s room for brand intervention to normalise veggie foods.

With climate change a pressing threat, Britons are becoming more sensitive to their homes’ sustainable credentials. Shifted priorities due to the pandemic mean that some are now looking for eco-friendliness across everything from utilities to furniture design. So, how can brands tap into this?

Concerns about sustainable consumerism took a back seat in the first half of 2020 as the coronavirus crisis made hygiene the foremost consideration while shopping. With packaged goods in high demand, how can brands reassure people who want to avoid infection without it costing the earth?