Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Speed and convenience have become the consumer norm. Since the COVID-19 pandemic, when people worldwide were introduced to instant access to goods and services via apps and digital platforms, the supply and demand considerably grew and splintered. The 'I need it now' culture shows no signs of slowing down, ye...

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

'Fringe friends' – casual relationships based on proximity or wide social circles – are falling in number for many Americans as new behavioral patterns and a digital-first existence hamper human connection. Amid an epidemic of loneliness, young people are having trouble building IRL social networks.

P&O Cruises is enticing travellers with a promise of both new connections and quality time with loved ones. Following an uptick in both loneliness and a post-pandemic revenge travel mindset, people are increasingly looking for maximalist experiences that can also facilitate relationship building.

Automated in-store services mean people are losing an element of human interaction while grocery shopping. French supermarket chain Carrefour is hoping to find a balance with its ‘Blabla’ checkouts, where customers can take their time to chat with the cashier and have more meaningful interactions.

In the US, Gen Zers are the loneliest generation. While always-on digital communities are frequently blamed, pandemic lockdowns and turbulent world events have also taken their toll. What can brands do to help people foster deeper connections and more enriching relationships?