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 the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

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 TikTok trend is seeing people add cloves to their shampoo in pursuit of glossier hair. The cost of living crisis, and a decline in trust for conventional methods, are seeing people embracing natural beauty solutions – and TikTok is often the breeding ground for new hacks, methods, and techniques.

The IKEA x Marimekko collection combines interior design with self-care. As emotional wellbeing becomes a priority for many people, brands that help establish self-care as an integral part of everyday life can position themselves as essential, even during difficult financial times.

As everyday stressors send ever more of us in search of a moment’s respite, the bathroom is becoming a refuge where people can reboot and reflect. But how do Britons actually spend time in this space? And how is the room being designed to be both private and public, and functional yet luxurious?

As lockdowns continue in China, beauty influencers and brands are using their platforms to combat the 'emo' sentiment that’s arisen among China’s youth. The movement encourages wellness practices in beauty routines and demonstrates how parasocial relationships play out with beauty brands.