Do you wolf down political documentaries while your partner longs for the comfort of endless Friends re-runs? You might be part of a dying breed of couples; research from Netflix suggests its streaming platform plays a crucial role in bringing together like-minded lovers.

Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?

Netflix price hikes – the most recent of which was announced in June 2015 – are never received well. But while its 65 million subscribers might be grumbling, there’s little reason for them to complain. New research shows that around two-thirds of Netflix users share their accounts.

Buying organic rabbit food, brushing your cat’s teeth, and sending your dog for hydrotherapy are no longer considered eccentricities. Pets are taking on human status, and they’re being treated accordingly. How can brands help enrich the lives of pet parents and their beloved fur babies?