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....

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

BeReal is a social media app that hinges on the principle of scarcity. By limiting posts to one a day, it encourages users to share a snapshot of their daily lives in real-time rather than curating an idealized feed – a reflection of how demands for authenticity may reshape online communications.

Comfort food has become a go-to for Gen Zers who've had their hopes of post-pandemic liberation stifled by the cost of living crisis, turbulent global events, and a divisive political atmosphere. How can brands help young people embrace their indulgent streaks while also promoting wellbeing and health?

Burger King UK is celebrating the launch of its loaded fries in partnership with Uber Eats, encouraging indulgent eating with customisable adult bibs. As Gen Zers reject diet culture and constant self-improvement, this collaboration playfully validates ‘goblin mode’ and a desire to let go.

Abandoning meticulous curation and idealisation, TikTokers are using beauty recommendation videos to address and uncover hidden truths. Focusing on openness and vulnerability, these posts transform the online beauty space into one of authentic connection, as opposed to perfect presentation.