Janelle Roa Cabrera-Paraiso earned her college education from the University of the Philippines Los Baños, where she completed a BA in communication arts. She first forayed into the entertainment industry as a professional actor, studying acting and screenwriting at the New York Film Academy before becoming a staff writer at ABS-CBN Corporation’s Metro.Style two years ago. She’s also served in the government sector and was a communications officer for festival affairs at the Film Development Council, the Philippines’ official film agency. Currently, she’s contributing to local publications such as The Post and Familist.

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

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

Shaun Prowel Lim is an entrepreneur and drag entertainer who previously lived in Fuzhou, one of the largest Chinese cities and the capital of the province of Fujian. He is also a makeup aficionado and an advocate of self-acceptance, equality, and freedom of expression. A professional artist and performer, he shares inspiring speeches during events in drag.

Rina Raphael is a journalist who covers health, wellness, tech, and women's issues. She contributes to publications such as 

, and more. Her industry newsletter, Well To Do, examines the latest wellness trends. She's the author of 

, an exploration and critique of the wellness industry, its role in women's lives, and the forces that gave rise to the phenomenon – which could ultimately bring it down.

Gen Y (born 1982-1996)

Gen Z (born 1997-2010)

China

Health and Fitness

TheIndustry.Beauty

Teen Vogue

TIME

Global Cosmetics News

Jing Daily

Mintel

Sekkei Digital Group

The Fashion Dynasty on LinkedIn

ScienceDirect

The Business of Fashion

South China Morning Post

Her World Singapore

Cosmetics China Agency

Digital Crew

China-Britain Business Council on LinkedIn

Campaign Asia

Interview with Shaun Prowel Lim conducted by the author

China Global Television Network

Canvas8

Interview with Rina Raphael conducted by Canvas8

Lefty

Selena Gomez’s Rare Beauty fuses makeup and mission by empowering people to develop their unique sense of self, using sales to support youth wellness. The brand's advocacy and expansion into China align with the country’s growing She-Economy, which prioritises mental health and self-care.