The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

With the world in constant flux, people are using their possessions to ground themselves. However, as certain types of physical goods become less commonplace, many are reflecting on what’s still worth owning in a sharing-enabled world. The evolving nature of digital ownership means that people often feel lik...

Single-person households are on the rise around the world. But what are the unique emotional and practical needs of those who live alone compared to those who live with friends, family, or strangers? And how can brands best speak to this emerging yet significant minority?

The pandemic shone a light on family units, accelerating conversations about alternative relationship structures and challenging existing norms. But in this climate of embracing the ‘non-nuclear’ family, what can brands and businesses do to support shifting ideals around togetherness?

A rise in childcare costs, gas and electricity prices, and food bills have left more families struggling than ever before. But what is the long-term impact of this cost of living crisis, and how can brands help families alleviate the pressure as they begin to tighten their belts?

With mass urbanisation and inflation – worsened by the invasion of Ukraine – putting upward pressure on living costs and rent, innovation can make small footprint city living more affordable and attractive. What can disruptor brands do to move with these forward-thinking notions?