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.

The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

48 Collagen Café in Paris blends beauty and wellness through collagen drinks and treatments. Located in the trendy 9th arrondissement, it caters to the beauty-from-within trend, providing aesthetic lattes and rejuvenation sessions, making it a hub for quick, yet premium and experiential, self-care.

Lox In A Box is a rare pandemic success story, bringing America’s best-loved bread roll to the land Down Under. Today, the neighbourhood mom-and-mom outlet is giving the nation more to love with branded merchandise worth repping and a menu that gets more exciting after hours.

Freshleaf, an Indian start-up, is redefining tea by transforming regular consumption into a wellness-focused "personal delightful moment of joy" for urban Indians. Young consumers' preference for premium tea is driven by a health-conscious lifestyle and an inclination towards niche categories.

By evoking nostalgia, maintaining a distinct taste, and strategically integrating itself into American culture, Hershey’s has become a household name. The brand has leveraged its heritage status to become a part of people’s treat rituals and remain inseparable from the country’s cultural calendar.