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...

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

Olipop offers customers healthier alternatives in the soda space, with functional options that are good for the mind and the body. Collaborating with Camila Cabello to show how eating and drinking with family is better, Olipop appeals to the demand for holistic products that are tasty and healthy.

Punk rock water brand Liquid Death has expanded its product offering with electrolyte drink mixes called “Death Dust”. The product aims to appeal to a new wave of health-conscious consumers looking to enhance their water intake or simply those who want to make drinking water less 'boring'.

With a heartwarming animated film, Bavaria Beer is encouraging people to seek connection at Christmas. As international pressures deepen and populations become increasingly polarised, people are seeking human connection and camaraderie to help them feel anchored and understood.

Poppi began as a small, Texan family-owned beverage brand known as Mother. Since rebranding in 2020, the prebiotic, apple cider vinegar-based soda has launched a massive 360-degree marketing campaign, found a large Gen Z market, and become a burgeoning competitor for the likes of Coca-Cola and Pepsi.