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?

The Danish concept of hygge was everywhere in 2016, but 2017 looks set to be defined by ‘lagom’ – a Swedish way of living that revolves around only taking what you need. IKEA is introducing Brits to this idea through Live Lagom, a project that encourages a more sustainable lifestyle at home.

Kids birthday parties are pricey. UK parents spend more than £200 on cake, entertainment and party bags each year. Argos has launched a Birthday Club to aid party-stricken parents, offering ideas, tips and 20% off party essentials. Could it become the go-to brand for setting birthdays off with a bang?

It often seems that digital is the future of advertising. But how do audiences feel about these platforms? Recent research has found that television adverts are actually the most likely to influence people to take action, suggesting that traditional media still hold some power.