As post-pandemic lethargy strikes, people have fondly adopted the term ‘goblin mode’ to justify staying in PJs all day, binge-watching Disney+, and giving in to hourly snack attacks. While some want help easing back to 'normality', others are rejecting the pressures of constant self-optimisation.

Comfort food has become a go-to for Gen Zers who've had their hopes of post-pandemic liberation stifled by the cost of living crisis, turbulent global events, and a divisive political atmosphere. How can brands help young people embrace their indulgent streaks while also promoting wellbeing and health?

KFC’s First Bite campaign is a tribute to the anticipation and delight that people feel when indulging themselves with their favourite foods. With pandemic restrictions easing, and with people looking for indulgence and comfort from dining experiences, how can brands bring back the appeal of eating out?

As Gen Zers enter the workforce and burnt-out Gen Yers recalibrate their priorities, a new culture is emerging around work – one that values rest, appreciates idleness, and would rather be happy than industrious. Could this shift in approach mark a new era of anti-ambition?