Sesame Street's Elmo offered a social media wellness check and was met with brutally honest responses from people sharing their mental health status. The vulnerable reactions emphasise how people are looking for connection and how brands can show up in small yet meaningful ways.

Elmo social check-in

From Netflix's One Day adaptation to viral complaints of 'terminal, third-degree yearns', romantic longing is making a comeback. This shift speaks to a renewed appreciation for deep-rooted romantic connections, where feelings are laid bare. 

'Real lovers are back'

TikTok's orange peel theory suggests that having a partner who performs small acts of service for you – like peeling an orange – is a sign of a healthy relationship. While it may be yet another trend in the 'dating as content' pile, it's also a great illustration of how people are yearning for small acts of kindness from one another. 

The 'orange peel theory'

'Dematting' TikToks destigmatise mental health struggles by showcasing the less talked about symptoms of depression, offering hope and a judgement-free environment for those in need. TikTok has both normalised and romanticised mental illness, but dematting videos provide a raw and recovery-focused illustration of mental health struggles.

'Dematting' TikToks

Celebrities like Paris Hilton, Taylor Swift, Selena Gomez, and Jonah Hill are tackling the subject of mental health by opening up about their struggles – from eating disorders to anxiety, depression, and stress – connecting to their fans through raw honesty and shared experiences.

'Bare-all' celebrity documentaries

Ever inventive and enterprising, Chinese Gen Zers have concocted low-maintenance, low-effort ways to look after their health. But when tried-and-tested solutions get lumped together in the same category as experimental nutritional plans, how can the youth actually stay holistically healthy?

Understanding the effects of ‘lazy health’ on Chinese Gen Zers

While C-suite executives continue to debate the benefits and drawbacks of working in person, and some mandate a full-time return to offices, Moody’s has chosen to update its New York office with hybrid work schedules in mind. This can boost employee engagement and consumer affinity for the brand.

Moody’s puts employees first with hybrid office fit out

The cost of living crisis is putting a huge strain on Australian pet owners, who are increasingly having to decide between buying food for themselves, their children, and their pets. What are Aussie pet owners spending on, and what concerns and needs do they factor in for their furbabies?

Exploring the rising cost of living impact on Aussie pet parents

Between 2018 and 2023, 40 million UK adults experienced a bereavement – and the same proportion would like to see more emotionally intelligent support available. As people turn to tech for community and after-loss care, The Grief Gang is helping individuals and organisations become grief literate.

How The Grief Gang builds community for bereaved Britons

South Korean adults are turning to pet rocks as a cure for loneliness. With increasing social isolation taking a toll on many South Koreans and a lack of resources to enable social connection, the rise in pet rocks as a replacement for human interaction is raising further concerns.

South Koreans curing loneliness with pet rocks

Feeling the pinch of the cost of living, people are clinging to home cooking which they’ve mastered during the pandemic. Yet finding the right ingredients for elaborate meals can be difficult. Addressing this, Waitrose has teamed with Yotam Ottolenghi to roll out a range of unique ingredients.

Waitrose teams up with Ottolenghi to woo home cooks

Bluey, an Australian animated children’s television series, is a global sensation that follows the adventures of a Blue Heeler dog family in Brisbane. Purportedly a ‘kids’ show,’ it’s widely beloved for its essences of childhood imagination, authentic adult life, and minority representation.

Why Bluey is a kids’ show representing real Aussie life

A supermarket chain in China has introduced ‘Sad Leave’ for its employees, allowing ten days of annual leave dedicated to days when they’re simply feeling a bit down. As attitudes to work and wellbeing shift away from hustle culture, companies will be expected to lead with empathy and flexibility.

'Sad leave' prioritises employee wellbeing in China

With Australian society having a hot-and-cold relationship with sexuality, The Hook Up podcast dares to discuss elements of modern romance and sex as it is truly experienced by Australian Gen Zers and the growing LGBTQ+ community in the country looking for a safe digital space.

Why The Hook Up unfilters sex talk for Aussie Gen Z

GagaOOLala, Asia’s pioneering LGBTQ+ streaming service, aims to spotlight queer stories in mainstream media. The platform mirrors a surge in demand for queer content and the progress of the community’s rights in Asia, catering to a group that had little to no media attention up until recently.

Why GagaOOLala uncensors the stories of queer Asians

Furniture company Dowel Jones champions Australian-made furniture and embraces authenticity amid new market dynamics. The brand’s pillars of durability, timeless design, and emotional resonance effectively negotiate what it means to do functional design in the modern day.

How Dowel Jones puts fun in functional Aussie furniture

L'Oréal Paris has launched a campaign featuring celebrity resumes highlighting the setbacks and accomplishments of notable women. As careers become less linear, people are looking for brand communications to celebrate their unorthodox paths to success and embrace imperfection.

L'Oréal highlights career failure on the path to success

Simone Biles has launched a campaign with Powerade, announcing her return to gymnastics at the upcoming 2024 Summer Olympic Games in Paris. The ad challenges the 'win at all costs' mentality in sports culture and promotes the idea that taking deliberate pauses is beneficial.

Powerade film celebrates power in taking a break

Once aspirational and teeming with tenants, Japanese complexes on the outskirts of cities are now being abandoned – except by the elderly and the recluse. To usher in new life and youth in these areas, Muji started a renovation project that upgrades yet preserves these heritage neighbourhoods.

How Muji helps battle loneliness among Japanese tenants

In Nigeria, the gambling industry is rapidly transforming due to a surge of online betting alongside traditional brick-and-mortar establishments. Amid this growth, Gamble Alert has emerged as an advocate for responsible gambling practices by promoting awareness and education.

How Gamble Alert brings betting awareness to Nigerians

As Gen Zers turn away from dating apps, Hinge has released an ad aiming to recapture their hearts with a lighthearted way of championing the app's success in building lasting matches. Another iteration of its ‘Designed to be Deleted’ campaign, the ad taps a growing desire for meaningful connections.

Hinge ad levels up its 'designed to be deleted' position

Maataso stands out from her fellow J-beauty influencers by downplaying her looks with refreshing hilarity, maintaining relatability even after undergoing trendy plastic surgery. Her fans' positive response says a lot about Japanese beauty ideals and her talents as an entertaining Mom YouTuber.

Why Maataso glamourises the ‘ugly’ parts of J-beauty

Generations in Poland are divided over a proposed homework ban, as studies show that homework doesn’t always correlate to learning outcomes. The anti-homework stance from younger generations showcases a desire for more emotionally intelligent, unconventional, and inclusive learning pathways.

Polish homework ban showcases generational divide

WhatsApp’s latest ad campaign shines a spotlight on the role it plays in keeping families connected in times of conflict. In a world increasingly divided by conflict and distance, social platforms have become a lifeline for millions who are facing separation and hardship.

 Short film shows how tech connects people amid crisis

Praised as an edgy blend of Jack Ryan and Girls, spy dramedy Mr. and Mrs. Smith reinvents the aughts-era Angelina Jolie and Brad Pitt film by highlighting Gen Y relationship anxieties. Its success speaks to younger generations' hunger for bold and subversive storytelling.




Mr. and Mrs. Smith spotlights Gen Y malaise

Natuurhuisje's 'Talking Paths' encourage disconnecting from phones to reconnect with loved ones and nature. These paths prompt meaningful conversations, catering to walks with friends, family, or romantic partners on natural paths, meeting the rising demand for offline bonding experiences.

Talking Paths encourage meaningful connection in nature

The 2024 Generational Snapshot of Boomers explores why this generation is looking for new experiences, how they’re finding meaning after retirement, and how they’re leveraging technology to take more active care of their health – all in the shadow of the cost of living crisis.

2024 Generational Snapshot of Boomers

Offering an alternative to those escaping hook-up culture, Hinge succeeds by prioritizing meaningful and consistent connections. The app holds loyal users through conversation-stirring prompts, helpful filters, and an anti-swipe algorithm that urges conscious intention over temporary validation.

How Hinge captures the hearts of long-term daters

Swedish pharmacies have introduced a new age restriction, prohibiting young children and teens from purchasing anti-ageing products without parental guidance. The measure aims to prevent kids from experimenting with harmful products while promoting age-appropriate skincare habits.

Swedish pharmacies introduce age restriction on skincare 

Government censorship, sexual harassment, and anti-feminist sentiments have driven Chinese women away from their favourite social networking apps, which has translated to an ever-growing ‘she-economy’ in which they are making purchases – and even creating new brands – that empower them further.

How Chinese women are reclaiming social media from anti-feminists

Outdated speculum designs make cervical cancer screenings uncomfortable, deterring many from getting tested by their doctors. Teal Health's at-home device offers a softer, more comfortable alternative, aiming to improve accessibility and encourage more regular screenings by reducing hurdles.

Teal Wand makes at-home cervical screening easy

New York City's Sob Parlour pop-up offers SobSession's for purchase to let your feelings flow with the help of inspiring art, music, journaling tools, and a personal space to cry and embrace your emotions in private. The space welcomes you to enjoy an emotional detox by letting the tears flow. 

Sob Parlour is NYC’s first pop-up 'cry spa'

Urban youth in Vietnam are feeling increasingly disillusioned by the promise of social mobility due to a housing crisis and the effects of ‘flex’ culture, leading them to redefine their adulthood. What does this mean for brands looking to engage with Vietnamese Gen Zers?

Why adulthood looks different for Vietnamese Gen Zers

Restless Dance Theatre is a contemporary dance troupe that works with artists of diverse abilities. Their inclusive approach to the performing arts has garnered acclaim, expanding the definition of creativity in a society working hard to provide more welcoming spaces to people with disabilities.

How Restless’ dancers with disabilities take centre stage

The South Korean government is deploying 7,000 AI companion dolls for senior citizens and patients with dementia. With the country having one of the fastest-ageing populations coupled with the lowest birth rate in the world, the health sector has to consider ways to improve care for aged citizens.

AI robot companions help South Koreans battle loneliness

Sexual wellness has entered the mainstream, making lovers refocus on self-care, health, and sensuality. With vibrators and lube being stocked in Boots, Sephora, and even John Lewis, the commercial success of this approach is clear – but how exactly did it happen, and how can brands capitalise?

Sexual healing: how wellness took over the bedroom

The 2024 Generational Snapshot of Generation Y in the Asia-Pacific region explores how a move towards purposeful living and stable life has Gen Ys spending with more intention, taking care of their health and overall wellness, and enjoying the freedom that comes with not having children.

2024 APAC Gen Y Snapshot

The birth rate in South Korea is at an all-time low, but the quality of private ‘sanhujoriwon’ (postpartum care facilities) has never been higher. What is driving the emergence of these ‘boutique’ centres in the East Asian country, and what can it tell us about broader wellness trends?

Mothers are getting luxe treatment under Korean custom

South Western Railway has launched an out-of-home campaign highlighting some of the verbal abuse its workers have been subjected to by angry customers. Using powerful imagery, the campaign encourages people to think before they speak to others, using visceral language to cut through the noise.

SWR campaign kicks against abuse of transport workers

With loneliness on the rise in the US, Boomers are finding new friendships in local, community-driven gatherings. Embracing digital platforms to share their experiences and connect, they're redefining what it means to age, combating isolation and returning to urban areas for community ties.

Boomers redefine aging through community gatherings

Gen Zers were previously labeled as 'puriteens' and anti-sex, but an eHarmony study has busted that myth by showing they're being more intimate and sexually active. As young people's attitudes towards sex and relationships change, they're approaching romance more mindfully.

eHarmony reveals Gen Z's sex recession is over

According to new research, Americans are working less since the pandemic, with high earners and young people leading the charge. An increased desire for flexibility is helping to reshape the American workweek, with top talent making their preferences clear in the early 2020s.

High-earning Americans are looking to work less

Concerns about loneliness are rising worldwide, with older adults and young people being the most vulnerable. To address this, Muji is teaming up with a local developer in Japan, UR, to reinvigorate seniors' housing complexes and make them more attractive to younger crowds.

Muji helps seniors combat loneliness in Japan

Australian retirement village operator Aveo has launched a campaign highlighting how community and human connection don't have to stop at retirement. As people's ideas of retirement become more fluid and positive, brands can help them explore the rich possibilities of a life well lived.

Aveo rethinks retirement as community-oriented lifestyle

Dove has launched a campaign to address the trend of teen and tween girls adopting anti-aging measures prematurely. Beauty trends on social media have the opportunity to turn toxic quickly, and parents are looking for brands to help Gen Alphas develop healthy, age-appropriate skincare habits.

Dove tackles Gen Alpha skincare anxieties

In response to the increasing prevalence of gig work, Robinhood Retirement has introduced a savings plan tailored to the needs of those working through TaskRabbit, Grubhub, and Gopuff. As the working world changes, there are increasing expectations for financial products to adapt too.

Robinhood launches retirement product for gig workers

Many retirees have been forced back into work by the cost of living crisis, while an ageing global population means that retirement security promises remain firmly on the agenda for consumers. Standard Life and Fidelity International have partnered to help pensioners maintain financial stability.

Standard Life and Fidelity support pension stability

Gen Zers in the UK are flocking to book clubs, looking for free and healthy ways to socialise amid changing habits and a desire to disconnect. Young people are turning away from pubs and clubs as the default way of spending time with friends, seeking out community in those with similar interests.

UK Gen Zers are bringing book clubs back

Research has found that the number of young people taking sick days has increased compared to older people, noting that Gen Z women are most affected. This emphasises how brands must go beyond conversation and lean into actionable, accessible support for a generation more open about mental health.

Gen Z is more likely to call in sick to work than Gen X

The fashion platform's Eid short showcases sisterly love to celebrate its holiday collection. With a focus on family and wholesome traditions, the ad leans into people's desire for emotional understanding from brands, as well as a celebration of their heritage and culture.

Zalora focuses on family fashion in Eid film

DTC razor brand Billie has launched a campaign celebrating 'unexpected reasons to shave' – looking to reframe shaving body hair as a choice rather than an obligation. As norms around women's body hair change, many are reevaluating the positives and negatives of their relationship with shaving.

Billie's 'reasons to shave' reframes shaving as a joy

Cuffed addresses swipe fatigue by allowing users to match with only one person at a time. This approach aims to foster more meaningful connections, focusing on individual conversations, increasing the likelihood of long-term romance, and reducing cognitive overload from an overload of options.

Dating app Cuffed offers mindful matches one at a time

Post-pandemic, people have re-evaluated their romantic relationships and many are turning to ethical non-monogamy (ENM), especially Gen Zers and Yers. As open relationships challenge preconceived notions of love, how can brands in the sex, love, and dating game create safe spaces for polys to play?

How ethical non-monogamy is redefining romance

Older Chinese individuals are breaking away from traditional norms and exploring the tender world of modern dating. Their quest for companionship is marked by an openness to building relationships, increasingly facilitated by digital platforms like dating apps and livestreaming channels.

How China’s older adults navigate the world of modern love

Modibodi's updated Teen First Period Kit aims to destigmatise menstruation and push past the toxic positivity often plaguing period conversations. The kit includes a limited-edition box with ModiBodi undies and a comic strip that promotes the normalisation of menstrual changes and struggles.

ModiBodi promotes period positivity in kit revamp

Toyota Australia’s online content series spotlights the barriers preventing Aussies from getting their driver's licences. As brands navigate polarising attitudes towards DE&I, it may be helpful to focus on relatable, everyday experiences that appeal to people of different backgrounds and beliefs.

Toyota makes driving more inclusive for Aussies

BeReal once dominated the charts of app stores in 2022, but its glory days are ending in the western parts of the world. Meanwhile, the platform has rebirthed itself in Japan, captivating young Gen Z users thanks to the respite it offers against the norms of its society.

How BeReal relieves Japanese Gen Zers from social curation

Blending the warmth and cosiness of a home with an upscale dining experience, supper clubs give home chefs a chance to test the waters and kickstart their careers. By providing Indians a platform to forge meaningful connections, they nurture camaraderie and belonging in a heavily digitised India.

How supper clubs are birthing a new genre of cosy restaurants in India

The Soul app has proved successful in combating loneliness among China’s Gen Z population by promoting healthy social relationships. Now, brands are using it to better understand the generation’s nationalistic tendencies and need for connection, leading to various marketing success stories.

How Soul helps lonely Chinese Gen Zers make more friends

Falabella has launched a summer campaign with the slogan 'My body doesn't need your opinion', urging women to reject unsolicited body comments. The initiative aims to foster self-respect, discouraging remarks about weight and appearance to promote positive body image and confidence.

Falabella challenges unsolicited summer body comments

Elmo's social check-in reveals mental health struggles

Tokyo's Dial cafe encourages couples to converse with specially designed tables and conversation cards. The space – dedicated to distraction-free dialogue – aims to provide a haven for reflection and meaningful communication amidst busy lives, appealing to the desire for lovers to reconnect.

Interactive cafe brings Japanese couples closer together

Several high-profile male athletes have taken to painting their nails on the field regardless of any derision from fans, pointing to a softening of gendered norms in sports. As even the most macho elements of culture soften, men are creating new archetypes for an updated masculinity.

Athletes' painted nails speak to softening gender norms

Since its launch in 2022, Temu has become popular among online shoppers in the US. However, the platform’s gamified shopping experience could be taking advantage of its most committed patrons, Gen Xers and Boomers. Already distrustful, people expect brands to provide equitable customer service.

Temu’s gamified shopping can confuse older users

Motor Neurone Disease Association has collaborated with ITV soap Coronation Street to raise awareness about the illness. Allowing personal insight into the impacts of MND, the campaign caters to both desires for increased representation and more empathetic approaches from companies.

ITV raises awareness for Motor Neurone Disease

The Singapore Sign Language (SgSL) interpreters at a Coldplay show in Singapore have gone viral on social media. It’s sparking a wider public conversation about how live events can be made more accessible for the deaf community and how brands can lead the way in setting game-changing standards.

Coldplay concert amplifies deaf awareness in Singapore

In India, an app lets unborn babies take care of their moms by blending Ayurveda and new-gen tech. Garbh Sanskar Guru pioneers the pre-parenting domain by serving expectant moms across India with the help of Ayurvedic doctors, yoga coaches, psychologists, and an AI baby voice that gives reminders.

Why Garbh Sanskar Guru guides moms using Ayurvedic AI

In an increasingly automated digital age, people are paradoxically feeling more disconnected than ever. Amica Mutual Insurance's campaign prompts people to consider the importance of IRL connections and understand that looking out for each other isn’t groundbreaking, but it’s what makes us human.

Amica campaign signals the importance of IRL connection

Japanese dating app company Tapple has created Koi Suru AI, a dating simulator that uses generative AI to tailor gameplay. As dating woes continue to plague young Japanese, there’s an opportunity to harness tech as a means to facilitate – not replace – meaningful IRL connections.

Tapple encourages romance in Japan with AI dating sim

Black women are faced with disproportionate challenges in the dating scene, making it difficult to find suitable partners. Offering authoritative advice, Anwar White rises above the sea of relationship therapy content by providing detailed strategies for young singles to find the perfect match.

How Anwar White helps Black women strategize love lives

Gen Zers are abandoning hormonal contraception and instead prioritising mental and physical health. As young people focus on holistic wellbeing, this shift underscores the need for open discourse and individualised approaches to contraception and the role of brands in supporting these desires.

Gen Z are shifting away from hormonal contraception

As Japan grapples with the impact of the Noto earthquake, Nintendo is offering support with free repairs for products damaged in the natural disaster. This showcases unique brand backing and support, strengthening existing customer relationships and fostering new ones through real-world action.

Nintendo offers free repairs in wake of Noto earthquake

The popular romantic fantasy All of Us Strangers explores mid-life loneliness, queer love, and past trauma. Media brands have the opportunity to challenge outdated narratives of Gen X queer sexuality by showcasing raw and diverse expressions of desire and emotional fulfilment.

'All of Us Strangers' spotlights queer Gen X experiences

A TikTok trend chronicling the behavior of ‘Sephora Kids’ is stoking conversation about the pressure felt by teens and preteens to adhere to conventional beauty standards. People are increasingly calling out beauty brands for their role in perpetuating negative body image.

#Sephorakids highlights unhealthy beauty standards

In promotion of the iPhone 15's 'Check In' feature, Apple is tapping into the fear-inducing experience of a parent watching their teen drive off alone for the first time. Drawing on a relatable moment of vulnerability, the ad focuses on the emotions surrounding the tech rather than the tech itself.

Apple appeals to parental anxiety to promote 'Check In'

Planet Fitness emphasizes inclusivity at their gyms in the 'Sasquatch' ad, addressing Canadians' preference for a welcoming gym environment. Gymtimidation has led to workout avoidance, but this highlights a chance to lessen the spotlight effect, making fitness spaces more inclusive for everyone.

Planet Fitness dissolves gymtimidation with Sasquatch ad

Singapore’s Agency for Integrated Care (AIC) has launched a campaign to debunk ageist stereotypes and encourage more uplifting narratives around ageing. There’s an opportunity to lean into joyful, humorous storytelling to break the silence around social stigmas without undermining their gravity.

Singapore ad celebrates active seniors to combat ageism

BlackRock has released a refreshingly 'boring' video ad introducing its iShares Bitcoin Trust ETF (IBIT). Doing away with crypto jargon, it’s breaking down financial information in palatable and easy-to-understand ways to appeal to an untapped demographic in the bitcoin landscape – boomers.

BlackRock’s accessible ad courts bitcoin-curious Boomers

Chilean startup SystemBiotech has created a yoghurt infused with psychobiotics to tackle the country’s mental health crisis. As people seek out more holistic pathways to wellbeing, healthy snacking and functional foods can be an accessible means to incorporating mental wellness in everyday routines.

Mood-boosting yoghurt promotes mental wellbeing in Chile

Booths – often described as the ‘Waitrose of the North’ – is a UK-based upscale supermarket with most of its 28 locations in northern England. The company recently pushed back against the trend for self-checkouts after taking on feedback from its older, time-rich, and wealthier Boomer clientele.

Why Booths is removing self-checkouts for Boomers

Young Indians are sparking a dating revolution in India, challenging traditions and embracing diverse connections. From focusing on the journey rather than the destination to opting for budget-friendly experiences, Gen Z is redefining romance in a digitally driven landscape.

Gen Z Indians are shaking up dating culture. What's next for romance?

Mental health-focused beauty brand Rare Beauty has launched a dedicated space online focused on strategies to help customers find comfort by emphasising relaxation, movement, and connection. It speaks to people's desire to reposition wellness ideals with more realistic standards. 

Rare Beauty launches digital hub to redefine self-care

Interest in volunteering is up among Britons as demand for financial, food, and housing support is expected to increase in 2024. Amid collective experiences of crisis, communities are banding together to solve the challenges on their doorsteps rather than relying on structural change from above.

Half of British adults plan to volunteer in 2024

In the wake of several lawsuits, Meta has changed its content moderation processes, no longer offering teens the same content recommendations it would adults. Having reckoned with the negative impacts of social media, many are looking for smaller, safer, and more closed-off digital spaces.

Meta's teen content moderation reflects changing norms

As the ageing Japanese population grows, so does the number of dementia cases. Mistaken Orders’ restaurant and cafe pop-ups create an environment where older people and those living with dementia can still live their lives by making dining a warmer, educational experience for patrons.

Why Mistaken Orders hires servers with dementia

As bullying within French schools becomes a top priority to address, a mandatory uniform test in select locations is being rolled out in hopes of alleviating inequalities. However, this move is being met with scepticism as only a band-aid solution for combatting much larger issues within schools.

School uniforms tested in France to tackle inequality

Healthcare for women in America is in crisis. But it’s not just abortion care: the women’s health landscape in general is in need of attention. Taking a strong stance on politics, Hey Jane believes there’s power in de-stigmatization and accurate information – and is using billboards to say so.

Hey Jane drives awareness, and growth, through abortion care

The "Light Blue Embryologist" explores the hurdles of infertility treatments in Japan. It sheds light on women's stress and depression in infertility treatments and educates men on the stressful process of IVF. The manga offers an accessible way for men to learn more and support their partners.

Manga demonstrates how husbands can support IVF process

Indian attitudes towards mental health and wellbeing have been gradually shifting, and research shows that people want more positive portrayals around the subject in media. As attitudes evolve, brands can turn to influential figures to provide positive representations and destigmatise the topic.

Indians look to cinema and TV to normalise mental health

A report by Waitrose has found that cost of living pressures have driven a return to cosy and comforting dishes in British kitchens. The culinary shift reflects the wider mood of the nation, which is seeking simplicity and control in the face of economic hardship and global instability.

Inflation drives Britons to comfort food classics

Pantone has announced Peach Fuzz as its color of the year for 2024. The shade of orangey-pink represents caring, community, and collaboration. As people pay more attention to hues and how they can alter moods, there’s an opportunity for brands to play with contemporary color associations.


Pantone's Peach Fuzz signals community and connection

Oprah Winfrey has publicly admitted to taking the controversial weight loss drug Ozempic following months of public speculation and scrutiny. As weight loss drugs gain mainstream acceptance, people are looking for more transparency around their use in a new era of body positivity.

Oprah shines light on weight loss culture and 'Ozempic shaming'

IKEA Spain is encouraging people to take the pressure off and slow down this festive season. With all the chaos of planning for Christmas, it can be easy to forget to sit back and enjoy it. This ad is a reminder of what’s important, or more pointedly what isn’t important this Christmas.

IKEA Spain comforts shoppers amidst Christmas stress

Australia is experiencing a board game renaissance. With community ties frayed and social media threatening feelings of belonging among young people, board games provide a blueprint for intentional gathering and prosocial engagement. They’re also making space for those typically marginalised.

How are tabletop games creating accessible fandom moments?

Gen Alphas are learning practical skills in ways never seen before; screen time and nature immersion are both looked upon by parents as valuable guides. Through innovative programs and campaigns, brands can equip this influential generation with the skills they need to build a brighter future.

How can parents equip Gen Alpha with practical skills?

Clayful tackles the mental health support shortage by reaching teens in school with an instant messaging app that equips them with self-coaching tools. This openness about mental health resonates with Gens Z and Alpha while also lessening the demand for support that overwhelms psychologists.

Clayful offers rapid mental health support for students

Kona Big Wave has launched an initiative to fight toxic surfing culture, including IRL activations at some of California’s biggest surfing hotspots. Consumers are looking for brands to take an active role in social issues, and some are responding by getting involved in local communities.

Kona Big Wave beer fights surfing toxicity

Hims & Hers has launched a holistic weight loss program amid the noise around Ozempic, including personalized guidance on sleep, hydration, and movement. Recognizing the challenges of diets, the app focuses on sustainable changes, challenging quick fixes, and promoting healthy, balanced lives. 

Hims & Hers offers diet guide that avoids toxicity

Nurse John uses wit and humour to shed light on understaffed hospitals and address mental health challenges people face within the workplace – and it's resonating. In a world craving care, his approach sparks discussions, reduces stigma, and fosters a sense of connection amid hardships.

Nurse John emerges as healthcare truth-teller

Mindbloom has launched an expert-led psychedelic therapy program to combat emotional health challenges like heartbreak and burnout. As ketamine therapy continues to gain interest, the provider offers guided sessions to help people access the treatment in safe and informed ways.

Mindbloom launches expert-led ketamine therapy series 

Dating app Hinge has launched a million-dollar social impact fund to help Gen Zers make authentic platonic connections offline. As Gen Zers struggle to tackle the loneliness epidemic on their own, low-impact social activities are growing in popularity to bridge the gap between young adults.




Hinge sponsors Gen Z platonic connections

Lifecycle

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