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....

More people are wearing trainers to the office. It's not a new concept, but one that’s gaining popularity, with two in three Britons doing so in 2021. The findings echo a general shift in people's attitudes towards work and professionalism, accelerated by pandemic-induced work-life changes.

As pandemic fears keep people from shopping IRL, brick-and-mortar stores are going the extra mile to get people through their doors. Adidas is aiming for values-led Gen Zers with its concept store in London, which is positioned as a judgement-free fashion zone for young creatives and shoppers.

With Gen Zers looking to stay connected to streetwear culture at home, there are new opportunities for brands to create surprise and exclusivity. HEAT is a luxury mystery box that sells curated streetwear drops to those who want access to cult brands and the thrill of discovery.

As ecological crises become impossible to ignore, conscientious shoppers are seeking ways to limit their impact on the planet. Sneaker brand Allbirds is meeting demands for eco-friendly fashion by using sustainable components – but that’s not the sole reason it's developed a cult following.