The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

As a marked evolution in the realm of virtual pet play, cyber fashion brand Pepa Paris has launched a collection of NFT outfits to accessorise animals in the metaverse. From muzzles to leather leads, people are seeking out new modes of personalisation as they build out virtual 'lifestyles' online.

Pet ownership surged as a result of the pandemic, with around 3.2 million being purchased within the first 12 months. Pets at Home has seen great success during this period, achieving £1 billion worth of sales for the first time ever thanks to its omnichannel and highly personalised approach.

The pandemic has taken pet parenting to a whole new level. With stress heightened and fewer things to spend on, people are splurging on their pets. Playing into this space, Ben & Jerry’s has launched a range of frozen desserts for dogs, joining a line of brands with animal-friendly human treats.

Increasingly dedicated pet parents are looking for ways to take care of their pets’ emotional and physical health. As owners turn away from ‘unwholesome’ store-bought pet food, Butternut Box, a dog food subscription service, offers meals good enough for owners to tuck into themselves.