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.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Health and fitness have shot to the top of people’s priorities post-pandemic. One of the largest shifts relates to how wellness is perceived in regard to mind and body, with people exploring ways to incorporate these practices into their lives. How has this change in ideology translated to fitness?

While Gen Yer wellness has been defined by pastel pink colorways and Goop-driven experiments, a new generation of creators is platforming self-care in a whole new way. Enter Sea Moss Girlies, the podcast, meme creator, and community of Gen Zers coming for a trillion-dollar industry.

Gen Zers are looking for relatable and engaging content that better reflects their understanding of personal wellbeing – and Woo is a platform aiming to provide just that. As young people's wellness values shift, how can brands best cater to their changing mental health needs?

The London outpost of Gwyneth Paltrow’s wellness empire is closing, marking a shift in appetites when it comes to wellbeing. Jaded by content and brands championed by rich, White women, audiences are instead turning to extremes in their pursuit of health or rejecting wellness altogether.