Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?

Becoming a parent is one of life’s most stressful – albeit cherished – moments. With Brits spending an average of £1,619 to prepare for a baby, some mums are buying on their smartphones at all hours. But how do new mothers really like to shop? And which brands are meeting their needs?

Kids birthday parties are pricey. UK parents spend more than £200 on cake, entertainment and party bags each year. Argos has launched a Birthday Club to aid party-stricken parents, offering ideas, tips and 20% off party essentials. Could it become the go-to brand for setting birthdays off with a bang?

Once known for cosy bed covers and sensible slippers, John Lewis has polished up its fashion credentials through upmarket brands and designer collaborations. It has now launched Found at John Lewis, a boutique store concept which will allow customers to buy a whole lifestyle.

As people spend less time in traditional communities, they’re seeking connections beyond religion and family. Memberships with organisations or brands can create loyalty and boost revenues, but the reasons to join Scientology or Sainsbury’s are vastly different. So why do people become members?

“If socks can have a lifetime guarantee, why can't anything?” asks entrepreneur Tara Button. This is the premise behind her online store, Buy Me Once. It only stocks products – from tables and chairs to towels and toothbrushes – that are made to last a whole lifetime.

In the ten years since the term ‘tween’ was coined, 8- to 12-year-olds have come to control an estimated $43 billion in spending power. But the latest generation are different, having never lived without social media. How should brands target this delicate age group? And how soon is too soon?

As older Gen Yers achieve stability in their personal lives and careers, they’re finally reaching their peak consumption years. Facing stiff competition from online retailers and fast fashion giants, Macy’s is hoping to bring these shoppers back to the racks with new concept store One Below.