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.

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.

For many people in the UK, home ownership feels out of reach, particularly with the cost of living crisis creating additional barriers to the property ladder. Savings app Nude is hoping to tackle this by gamifying the saving experience for Gen Yers, helping them to stay in their hunt for a home.

As property prices keep rising, many young Canadians are giving up on ever owning a home outright. But with home-ownership still important to this cohort, some are looking for alternative routes on to the market, whether that's through co-ownership with friends and family or 3D-printed homes.

With average prices at an all-time high and the number of people living on their own increasing, buying a home in America is harder than ever. CoBuy is offering a solution to unlock home-ownership, enabling people to get on the property ladder in a simple, safe, and easy way via co-ownership.

For many Gen Zers, owning or even renting a property feels out of reach – but that doesn’t mean home is less important for this cohort. How are they expressing their style through their living spaces? And how can brands help them create homes that provide a feeling of security and belonging?