The smell of burnt tyres fills the air on a highway in Riyadh as young men shout at their mates in SUVs to perform elaborate stunts. It might seem like something from Fast and Furious, but such illegal events are happening each night in the Middle East. What’s at the root of this need for speed?

As people increasingly value products that not only prevent ill health, but also promote happier lifestyles, the global wellness industry has grown to be worth $3.4 trillion. Canvas8 spoke with consumer psychologist and brand consultant Dr. Paul Marsden to find out how brands are selling happiness.

You can’t move for being told how to be happy. It’s a choice, claims Coca-Cola in its Choose Happiness campaign. It’s the truth, croons Pharrell in Happy. We can redesign our lives to achieve it, says Paul Dolan in Happiness by Design. But what does ‘being happy’ mean, and how do we achieve it?

Ramadan has come around again, resulting in a huge spike in sales for one unlikely Lancastrian drinks manufacturer – Vimto. By using cultural insight to guide innovation, the drink has found an enthusiastic market of brand champions in the Middle East.