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.

During the pandemic, drive-thrus became the lifeline of fast-food chains and, even as restrictions ease, it’s becoming clear that they’re here to stay. In fact, they’re getting bigger, with Taco Bell planning to add additional drive-thru lanes with fast-thinking tech set to change the way people buy their meals.

Drive-thrus have long served people in search of a fast-food pitstop, but Sweetgreen is launching its own drive-in concept to give the traditional drive-thru a healthier update. The move speaks to two key shifts in consumer behavior: rising health-consciousness and the boom in personal vehicle ownership.

Branded merchandise was once solely found at business conventions and in the wardrobes of fervent fans, but it’s enjoying a renaissance as Gen Yers and Zers seek new ways of expressing their identity. What does this resurgence reveal of the shifting nature of consumer-brand relationships?

As ideas around what it means to eat well evolve, brands looking to serve up better-for-you options must keep in mind that Gen Yers no longer believe in abstaining from certain items or adopting a one-size-fits-all approach. So, what can they offer to meet this cohort’s discerning tastes?