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.

Hatch has partnered with Free People's fitness brand to launch a limited line of maternity activewear. Focusing on fashion and functionality, the line proves that people want brands to address their diverse needs with innovative products that meet them where they're at.

A report published by the World Health Organization and the Organisation for Economic Co-operation and Development has shed light on the effects of insufficient physical activity. It suggests exercise levels across Europe are not sufficient and that socioeconomic factors are, in part, to blame.

The pandemic pressed the fast forward button on the evolution of workouts, with consumers expecting more and more from their devices. The future workout brings new opportunities to bring VR to a mainstream audience, and forces established brands to embrace the future of fitness in the metaverse.

The 2023 Generational Snapshot of Older Adults explores this cohort's surging interest in sports, looks at the specific ways in which they're harnessing tech, sheds light on the impact of food inflation on their budgets, and spotlights the brands destigmatising age-related health issues.