Americans may have faith in science, but studies suggest they're not actually engaging with it, saying themes are too complex to understand. In a time where general mistrust of big media is high, brands that help demystify scientific findings could win people over.

Technology at home and work plays a major role in sedentary lifestyles – but could it also provide a solution? Younger generations are embracing mobile apps and smart devices to monitor their physical condition, and their approach to nutrition and fitness is evolving the definition of ‘health’.

Two-thirds of Britons want to take greater control of their health, but while they might do medical research online or track their fitness with an app, would they be willing to do their own blood work? Thriva is hoping so, offering at-home kits that strip blood tests of their intimidating reputation.

Milk with turmeric is commonly drunk in India, but Western consumers remained largely oblivious to the spice’s many uses other than in a curry. Yet a craze for turmeric lattes has been sweeping coffee shops from Sydney to London since late 2015. The twist – they contain neither coffee nor milk.