As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

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....

Forest schools across the country have seen demand increase since the pandemic as children take their learning outside the classroom. But how is spending time in nature changing how Gen Alphas are developing? And what initiatives can brands take to support outdoor discovery in kids’ early years?

Spanish eyewear brand Multiópticas raised awareness about childhood myopia by offering a walking service for kids. The campaign highlights the need for time spent outdoors to prevent eye problems in kids, such as nearsightedness, with myopia rates expected to rise globally.

Research shows that outdoor play can help mitigate the negative effects of screen time on young children. In an age when parents increasingly depend on technology while expecting digital platforms to safeguard kids, there are opportunities for tech brands to promote the best of both worlds.

Armchair Adventures is growing in popularity among kids and their parents by providing an off-screen entertainment alternative via podcasting – addressing’ concerns about screen time while educating children about real-world issues. What can educational brands learn when reaching Gen Alpha early on?