People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

Cult favorite character Grimace is making a return via McDonald's adult Happy Meal. The limited-edition nature of the meal appeals to the hype culture-fuelled clamor for something exclusive but also provides the comfort and fun people are turning to in times of uncertainty and instability.

Live Oak Labs offers sustainable solutions that Americans can easily integrate into their homes and gardens – from solar cookware to aquaponic kits. To promote its range of products and enable people to virtually trial them, it has launched an app that simulates what it's like to live off-grid.

When the world grows harsh, Gen Yers and Xers turn to nostalgia for comfort. We saw it almost a decade ago with the rise of adult colouring books for mindfulness – and now grown-ups are turning to LEGO, superheroes, andStar Wars. So, what does this mean? And what opportunities does it present?

A line of whimsical, squishy cuddly toys – Squishmallows – has boomed in popularity, with adults helping to fuel this obsession. These toys have cross-generational appeal and reflect a growing interest in escapism, as well as a taste for goods with sensorial appeal and collectible value.