The way people lose weight is changing. Out are the cardboard-tasting diet foods, awkward meet-ups and communal weight shaming, in are the whole foods, digital apps and sexy workout gear. But is dieting really dead? And how are consumer attitudes towards wellness changing?

Setting unrealistic goals is something we all do, especially when it comes to self-improvement. We strive to be fitter, smarter, kinder, or to eat more healthily. But shaking off old habits is hard. Sometimes we don’t even get started. Can a step-by-step app, informed by behavioural science, come to our rescue?

Burger fads and 1,000-calorie ready meals hardly fit in with a society that’s increasingly obsessed with healthy eating. But while these polarising trends paint a schizophrenic food landscape, they show how indulgent foods express our freedoms. After all, no one likes to be told what to eat.

Over 45 million Americans diet each year and spend $33 billion on weight loss products. And while people might feel virtuous sipping on a Diet Coke over the regular version, those who opt for a healthier drink option might actually be piling on the pounds by ‘compensating’ with junk food.