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....

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.

A survey has revealed that Britons are open to sustainable shopping as long as they are coupled with cost savings. The findings show that the cost of living has not entirely deterred people from wanting to live sustainability, creating space for brands to bridge the action-intention gap.

Canadian chain Pizza Pizza has launched a campaign offering 'fixed rate' pizza, promising no price increases for up to a year. As people face rising costs across everyday life, the initiative shows how brands may alleviate financial stress and help customers maintain some small luxuries.

As grocery inflation hits the pockets of young Americans, they’re looking for moments of culinary joy and humor to lighten the mood. Kraft Singles’ music-based activations are tapping into its reputation as an affordable indulgence – using music and self-deprecation to spread the gospel.

Faced with double-digit inflation, Britons are tightening their belts and cutting back on non-essential spending – but treats aren’t totally out of the question. From affordable luxuries to stripped-back hedonism, how can brands cater to this balancing act between luxury and saving?