We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

The Soccer For Life league kicked off its over-80s football division in March 2023. With Japan’s population ageing and lifestyle conventions being subverted across the world, SFL’s new league points towards an opportunity for brands to recalibrate the way they serve older adults.

Slow-turning carousel-style benches invite Aussies to embrace an unhurried moment in a bustling city by connecting with others. By harking back to playground days and offering people a retreat, ENESS benches create moments of escape through play, relaxation, and mental health awareness.

As new communities flourish around shared experiences of previous taboo topics, culture is moving fast to destigmatize narratives around menopause. As women look to brands to offer more supportive and playful solutions, what can businesses do to avoid ‘menowashing’ narratives?

With traditional ways of exercising being limited as a result of the pandemic, people are looking for new ways to keep fit. VR game Beat Saber offers older people a way to exercise without leaving the house, in an immersive environment that feels more like having fun than forcing exercise.