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.

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....

In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

Youth unemployment has reached some of its highest rates in China as young people deal with economic uncertainty and reevaluate their lifestyles. These rates reflect a prioritisation of wellbeing and highlight a disconnect between education and employment where brands can help bridge the gap.

Despite calls for gender equity, the gender pay gap in the US has remained pretty much stagnant over the past two decades. With expectations of what businesses can and should do shifting substantially, people want real commitment and allyship from brands beyond performative marketing.

Women in leadership roles are reevaluating work, and are looking for like-minded individuals that they can connect with to advance their career prospects. Chief, a networking membership club, is looking to meet this demand by fostering a peer-to-peer support system among women business leaders.

At first glance, TikTok trends such as ‘bimbofication’, ‘the rockstar girlfriend’, and ‘sugar baby aesthetics’ appear to be firmly anti-feminist – a stark contrast to the era of the ‘girlboss’. But what do these narratives reveal about the evolution of female empowerment on social media platforms?