We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Pandemic restlessness has led to a pent-up desire for indulgent eating experiences. With this in mind, Philadelphia has created a line of products offering sensorial comfort food. As foodies seek everyday pleasure, there’s an opportunity for brands to lean into maximalism.

Despite people craving indulgence, rising inflation is forcing many to spend less on non-essentials. In response, Domino’s campaign informs customers they can now buy their same quality pizza for half the price, enabling people to enjoy comfort foods at more affordable prices during tough times.

From ‘drunk yoga’ to ‘no-shower happy hour’, fitness and indulgence no longer have to be separate entities. Exercising is not enough – people want to create a social event out of their workouts. With more choice than ever when it comes to fitness, what are the factors driving this Gen Y-led trend?

Comfort food has become a go-to for Gen Zers who've had their hopes of post-pandemic liberation stifled by the cost of living crisis, turbulent global events, and a divisive political atmosphere. How can brands help young people embrace their indulgent streaks while also promoting wellbeing and health?