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.

Would you rather jet off to the Bahamas next week, or save and go in a years’ time? In an ‘I want it now’ culture, thinking for the future is hard. When two-thirds of boomers retire they won’t have saved enough to maintain their lifestyle. How can brands encourage people to think about tomorrow, today?

Despite the fact that three-quarters of Brits say they want to switch to renewables, just 1% of homes have chosen to be supplied by 100% renewable energy. Enter Bulb. This green energy supplier wants to change how we think about utilities, and help people realise that switching can be easy.

In January 2017, UK Prime Minister Theresa May made a speech highlighting the importance of acknowledging mental health as equal to physical health. This sentiment is something that the majority of Brits agree with, reflecting the changing attitudes towards mental illness.