As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

A growing number of video game players are facing addiction issues, leading some governments to take the issue more seriously. Given the industry’s success during the pandemic, people want to see gaming balance its innovation and releases with efforts to reduce the prevalence of addiction.

Ariana Grande’s collaboration withFortniteis set to briefly transform battle arenas into virtual concert arenas. This momentary de-gamified experience feeds into wider needs for traditional offline experience to digitise themselves and for virtual spaces to evolve.

The number of people gambling online has soared as a result of COVID-19 so there are concerns around addiction and affordability. Flutter, a bookmaking holding company behind some of the biggest brands, has introduced its Affordability Triple Check in an attempt to make gambling safer for all.

The daily step count has become a part of everyday life thanks to the rise of health-tech wearables. But with these devices now offering 24-hour access to everything from stress and blood oxygen levels to heart rate and sleep monitoring, is too much insight affecting our mental health?