People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

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.

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

The highly anticipatedBarbiemovie showcases how the iconic doll is permeating popular culture once again, capturing the hearts of Gen Z and Y. What’s behind the growing acceptance and celebration of these ‘kidults’ and how is Barbie helping them stay young at heart?

Hasbro is harking back to the '90s with the relaunch of Furby, piquing not only the interest of kids but also their nostalgic Gen Y parents. Kidulting behaviors have come to dominate pop culture as young adults' purchasing habits have shifted to maximize playfulness and escapism.

When the world grows harsh, Gen Yers and Xers turn to nostalgia for comfort. We saw it almost a decade ago with the rise of adult colouring books for mindfulness – and now grown-ups are turning to LEGO, superheroes, andStar Wars. So, what does this mean? And what opportunities does it present?

With a strong aesthetic identity built around beloved cult characters, Disney has expanded into the homeware sector to meet older fans where they live. How is the brand’s foray into home décor allowing it to move beyond simple merchandising and toward embedded lifestyle choices?