Prof Baba Shiv explains how, while precise information still plays a role in certain contexts, vague information yields better outcomes when motivating people. This insight presents clear opportunities for pharma and healthcare brands.

Playing footy, making dens and running around; deregulated sports were once at the heart of children’s day-to-day activities. But Generation Z has grown up in a digital playground. Can technology be used to put an element of spontaneity back into playtime?

Protein is no longer just for pumped-up gym boys, it’s for girls too. ‘Protein princesses’ – women who work out between four and five times a week – are driving sales of powders, shakes and bars. But how is shake brand Upbeat proving so popular with women both in and out of the gym?

With functionality a top priority, products like medical jewellery and wheelchairs often lose out on aesthetics. But with a new focus on holistic, humanised design, brands from Praktischön to Help Remedies are sparking a healthcare revolution.