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....

With people hesitant to get active and take up sports, Nike is trying to reframe perceptions around sport by shifting away from elite-athlete and tournament-focused narratives. Instead, it’s highlighting the fun and joyful aspects of sport with a campaign that celebrates failure.

A study has found that teens are more likely than adults to be struggling with depression, anxiety, and suicidal ideation as a result of the pandemic, due in part to loneliness and exposure to media coverage of the crisis. With this in mind, brands have a role to play in supporting Gen Zers’ wellbeing.

Membership schemes promise a wide range of benefits to those who sign up – from discounts at supermarket tills to a free upgrade on a flight – but what motivates young Britons to join a club or loyalty programme? Do they simply care about freebies are they after something more meaningful?

A night out drinking has often been associated with a desirable rush of endorphins. But that was for older generations. Gen Yers and Zers – dubbed Generation Dry – are ditching alcohol and getting their endorphin fixes from drier and healthier places, like the gym.