Have you ever experienced a tingling sensation that travels over your scalp, in response to a calm whisper or a crinkle of paper? If the answer is yes, then you have experienced ASMR. Even if you don’t know what that means, this new Internet subculture is gradually becoming a mainstream phenomenon.

Major life stages, like becoming a new mum or buying a house, are moments that ad agencies often use in campaigns. But IKEA in Australia has chosen to focus on the mundane moments of our daily routines, such as waking up to one's morning alarm, which resonate with us all.

In May 2015, more than half a million Brits tuned into BBC Four looking to escape their hectic everyday lives with an hour of birdsong or a canal journey. The BBC Four Goes Slow series showcased ‘slow TV’, featuring uninterrupted shows filmed in real-time. But why are people tuning in to slow down?

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.