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...

Teenage girls face myriad challenges as they attempt to navigate modern societal pressures, body image concerns, academic stress, and the ever-evolving digital landscape. How can brands help them develop support networks? And what will enable these girls to feel authentically empowered?

Lady Gaga has partnered with Cotton On to raise mental health awareness, donating proceeds to free online support for young people. Recognising a growing mental health crisis, this campaign demonstrates how celebrities can earn back fading trust while supporting valuable causes.

Spotify’s ‘bummer summer’ playlist helps Gen Zers, whose most searched term on the platform is ‘sad’, process emotions while connecting with their favorite musicians. As younger generations yearn for community on and offline, they’re playing with expressions of vulnerability in the process.

Taking a playful approach to self-care, the Finch app asks users to look after a virtual pet – and develop a wellbeing routine in the process. As people continue to prioritize their mental health, they’re looking for spaces that offer personalized and nuanced support beyond simple behavior tracking.