From decentralised autonomous organisations (DAOs) run on Discord to city-wide mutual aid groups, people are finding safety and optimism in numbers. For growing numbers of people, collective action is emerging as the only viable solution to compounding crises and deepening alienation.

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.

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

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...

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.

In Japan, the sauna industry is booming and influencing people’s approaches to health, wellness, and self-care. It has evolved from an activity for older men into a thriving, identity-shaping subculture that attracts people across demographics, including women and young people.

Many older adults in Japan are being deceived by 'dark patterns' online, which trick them into unknowingly parting with their money or providing false information on purchases. Educating less digitally fluent shoppers on these techniques could empower them to make more informed financial choices.

Any Wear, Anywhere is a service from Japan Airlines that allows passengers to rent clothes for their trip to Japan. Offering twin benefits of sustainability and hyper-convenience, it motivates people to make more sustainable choices by fitting into and serving busy, time-poor urban lifestyles.

The femtech market is experiencing steady growth in Japan, yet in terms of gender equality, the country ranks at the bottom of the pile compared to other G7 nations. What’s contributing to femtech’s growth in the country? And how will it evolve within a society considered traditionally conservative?