The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

Caboodle, an online platform designed to tackle food waste, was recently released in a partnership between the Co-op Group and Microsoft. As food inequality and the cost of living crisis heats up in many parts of the world, what role can brands play in redistributing surplus food to people in need?

Food plays a central role in Chinese culture, and historically, the country's food culture has been characterised by extravagance and indulgence. But people in China are increasingly conscious of food waste, leading to shifts in eating behaviours and rituals that brands can tap into.

Asda has scrapped best-before labels on a large number of its fruit and vegetable products to reduce wastage and help people save money on their groceries. Between the cost of living crisis and climate catastrophe, people are looking at brands to offer a meaningful helping hand.

It’s a bleak time for UK consumers as they face rising food costs, as well as skyrocketing petrol, energy bills, tax, and mortgage payments. How can brands innovate, inspire, and demonstrate real value with a long-term view of sustainability in order to weather the storm?