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....

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

A partnership between designer label Mugler and fast fashion brand H&M is being met with excitement by young consumers. With fashion and luxury content massively popular on social media, many Gen Zers are looking for affordable ways to gain access to the high-end aesthetics they see online.

Olaplex – TikTok’s most duped brand – has created its own faux version of its Olaplex no. 3 called Oladupé, poking fun at dupe culture on TikTok. Price-conscious consumers are turning to knock-offs, and oft-imitated brands are learning how to position themselves within this marketplace.