Josh Greenblatt is a writer and brand strategist based in Toronto. He is the former editor-in-chief of 

, a Canadian men’s magazine, and has bylines in 

, Gawker, and more. He received his master’s degree in management of innovation from Goldsmiths, University of London, specializing in behavioural economics and marketing. Josh’s coursework involved real briefs from Flamingo and the UK government, and his thesis focused on the cultural resonance of the slow fashion movement among Gen Yers. After graduate school he worked in brand strategy and innovation agencies in London.

People are opting out of constant self-improvement

Being+

People are looking for a visceral reprieve from the permacrisis

Essential Escapism

Arthur Gallego is an award-winning expert in food and beverage marketing as well as the consumer psychology behind trends. From 2020 to 2022 he incubated an alcoholic beverage start-up for venture capital as a CEO, having often served in the past as a start-up CMO for different brands.

Gallego’s expertise also covers cosmetics, fragrances, hospitality, real estate marketing, and media, but his consultancy’s focus is on consumer packaged goods. Gallego is a sought-after expert on trends and regularly shares his perspectives with the media, analysts, and researchers. His insights have appeared in 

United States

Eating and Drinking

Beer and cider

Anheuser-Busch

Beer Industry Summer

American Heart Association

Nielsen

Interview with Arthur Gallego conducted by the author

Forbes

Brewbound

Numerator

Campaign

The Age

Michelob Ultra is set to become the most popular beer brand in the US by 2027. It has become a go-to beverage by identifying an audience of drinkers who are looking to balance their consumption with healthy and active lifestyles. What does its success say about shifting drinking habits?