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...

Loaf has launched a new campaign encouraging a slow approach to life in an increasingly fast-paced world. Emphasising the joy of kicking back, slowing down, and taking a load off, the campaign taps into people's desires for a more balanced and peaceful lifestyle in a context of crisis.

Post-pandemic, a new trend has emerged that rejects hustle culture in favour of a less frantic lifestyle. Pioneered and embraced by Black women, in particular, it’s seeing people recognise the need to step away from toxic work and societal expectations – and towards a softer life.

Fashion fans looking to sleep in style are fuelling growth in the nightwear category and driving fresh demand for premium offerings. As disconnecting from busy digital lifestyles becomes increasingly difficult, people are increasingly viewing relaxation as a symbol of luxury.

The Sleep Company, India’s first SmartGRID-based mattress maker, disrupts the comfort sector by championing the transformative power of a good night’s sleep. Amid rising stress and hustle culture, how is this brand leading with innovation and catering to Indians’ newly formed wellness priorities?