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?

Berlin's club scene is evolving as wellness trends reshape nightlife. Once linked with excess, partygoers are now adopting supplements, IV drips, and sober-curious alternatives. Gyms mirror clubs, blending fitness with music, while hearing protection is turning rave fashion safety-conscious.

Booze culture is shapeshifting in the home country of ‘kanpai!’ With drink experimentations, financial concerns, and changing work-life perceptions buzzing in the mix, does alcohol still have a special place in Japanese society, and where can opportunities be cultivated for brands?

Japanese drinkers are increasingly choosing low-alcohol beverages, with this trend primarily being observed among younger generations. This growing preference is indicative of a broader change in the country’s drinking habits due to health concerns and more discerning palates.

Heineken's 'Route 0.0' offers a uniquely sober experience, proving that fun doesn't require alcohol. The campaign reflects an increased interest in sober lifestyles beyond Dry January, catering to sober selectors who are seeking exciting non-alcoholic options and challenging drinking culture.