People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

The pandemic lockdowns resulted in adults having more free time, with many cultivating new past-times, playing games, and finding new ways to escape the seriousness of being a grown-up by doing something they love. But who are the ‘kidults’? And why are they prioritizing playtime?

The highly anticipatedBarbiemovie showcases how the iconic doll is permeating popular culture once again, capturing the hearts of Gen Z and Y. What’s behind the growing acceptance and celebration of these ‘kidults’ and how is Barbie helping them stay young at heart?

A decade since its first store in China, the retail store MINISO has seen itself become a global lifestyle brand offering affordable, top-quality products. With thousands of locations globally, it entices ‘kidults’ through blind boxes and themed stores that elevate the dollar-store experience.

McDonald's and Crocs have teamed up to release limited-edition clogs and sandals inspired by the iconic mascots Grimace, Birdie, and Hamburglar. As kidulting mania shows no signs of slowing, brands are tapping into the power of fashion as an engine to express nostalgic fandom.