Shannan Sterne is an award-nominated journalist, copywriter, mentor, and consultant published globally. She has experience at world-renowned retail organisations, national consumer glossies, creative content agencies and industry trade magazines. Sterne is a copy consultant for global skincare brand StriVectin, a reporter for Canvas8, and a social media strategist for Invito Design. She has also guest lectured at Condé Nast College of Fashion and Design and Falmouth University. Sterne has previously written for titles including Harrods, Superdrug, Red, 

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 people. Many no longer see emotional intelligence as a pleasant add-on – it has become a default expectation.

If Pantone's colour of the year for 2024 is anything to go by – Peach Fuzz, a hue that 'echoes our innate yearning for closeness and connection' – it's that community and understanding are increasingly valued as a bedrock of resilience in building a more empathetic and interconnected society. As the loneliness pandemic spreads across the globe, people are prioritising companionship. What's more, they aren't afraid to turn to technology to fill the void, engaging with AI chatbots for emotional gratification as much as practical services. AI promises the rise of artificial empathy and an overhaul of care structures, including elderly care and parenting – and people are ready to embrace it to mitigate the ongoing crisis.

As social media has simultaneously boosted emotional honesty and knocked self-esteem, mental health issues are on the rise and support systems need reinforcement. More than 70% of Americans feel failed by the healthcare system, and in the UK, the NHS waitlist rose to a record 7.75 million in late 2023. With countries like the UK and France raising retirement ages, the demand for long-term care has increased, prompting people to seek alternative solutions – from telemedicine to community-based care programs – to address the pressing care crisis. The very notion of care is in flux. In this context, people are turning to brands and public figures for a helping hand, from BetterHelp and Gymshark offering free care to those that need it to Megan thee Stallion and Olivia Rodrigo using their platforms to democratise access to care for marginalised communities.

Everyday Empathy

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. 

Personal Worlds

Lauren Clark is a health and wellness journalist and former acting commissioning editor for 

, Glamour, and has interviewed an impressive roster of household names including Heidi Klum, Laura Whitmore, and Iskra Lawrence. Her newsletter 

 has been named a Substack Featured Publication.

United Kingdom

Travel and Leisure

Sports

The Industry Fashion

The Evening Standard

LinkedIn

Interview with Lauren Clark conducted by the author

Yahoo! Life

Mobile Marketing

Sweaty Betty

PR Newswire

Vogue Business

365 Retail

Just Style

Agile Retail

Business of Fashion

Contentsquare

Sports Casuals

Drapers

It’s Nice That

Oberlo

New World Norm

Fashion United

Sweaty Betty has refreshed its brand identity to resonate deeply with the ethos of athleisure wear and active brands centred on female empowerment and fitness. Through a new-age feel and focus on realistic marketing campaigns, it’s encouraging women to get comfortable getting active.

Cultivate

Living Well

Values and Identity

Why Sweaty Betty is using creativity to empower fitness