Food company Barilla is spearheading the passive cooking trend off the back of the cost of living crisis. Its smart home device is changing the way consumers engage with food prep, enabling them to save money on their household gas bills while encouraging the adoption of sustainable cooking habits.

Samsung has launched an AI-equipped oven that can recognize what users are putting in the oven and cook it to perfection, as well as allowing for social video streaming. As people grow accustomed to smart tech throughout their homes, the launch aims to add digital convenience to the kitchen.

Tesco's 'reverse supermarket' aims to ease the pressure of the cost of living crisis by providing food to households experiencing economic hardship. This support comes at a time when people are searching for alternative forms of authority and assistance as government policies are failing.

With mass urbanisation and inflation – worsened by the invasion of Ukraine – putting upward pressure on living costs and rent, innovation can make small footprint city living more affordable and attractive. What can disruptor brands do to move with these forward-thinking notions?