With three-quarters of the market boasting ‘softness’ and price a key point of difference, it’s tough to build loyalty as a loo roll brand. Yet Aussie start-up Who Gives A Crap has tripled in size each year since 2012 by following three rules – make it good, make it fun, make it irresistibly easy.

Spending big on products intended for short-term use is crucial in revealing how confident a country’s population is in their own economic prospects. So when people start splashing cash on things that they literally flush down the toilet, it's probably a signifier of a healthy economy.

The US oral care market is dominated by the big four of P&G, Colgate, J&J and GSK. With its design-led packaging, fruity flavours and ‘natural’ ingredients, Hello is looking to take a bite out of their 72% market share. But is good-looking toothpaste enough to stop people buying Colgate?

For most people, chores are a necessity and rarely a pleasure; a third of Brits would rather pay to have someone else do them. But could a shift in our perception of these tasks, underpinned by thoughtfully designed products, make them more pleasant? Can beautiful brooms make sweeping fun?