Ozempic is rewiring people's relationships with cravings, indulgence, and restraint. For this month's live expert event, we’re reviewing how GLP-1 drugs are changing how and where people choose to indulge — from dialling down food cravings to moderating alcohol consumption. As self-control and desire go head to head, where should brands show up?
Amy Bentley is a professor in the Department of Nutrition and Food Studies at New York University. A historian with interests in the social and cultural contexts of food and nutrition, she is the author of several books and articles, including the award-winning Inventing Baby Food: Taste, Health, and the Industrialization of the American Diet. Current projects include the meanings and uses of GLP-1 drugs, a history of food in US hospitals, the cultural and historical contexts of meat and dairy substitutes, the cultural contexts of food waste, and the role of flavour in human and planetary health. She is the co-founder of the NYU Urban Farm Lab.
Leah Sinclair is a senior commissioning editor at Canvas8 and a freelance journalist whose bylines include Stylist Magazine, The Guardian, Grazia, Evening Standard and more. Her work explores culture, lifestyle and consumer trends, and she has previously worked as a senior digital writer and news reporter across UK media. At Canvas8, she focuses on how cultural shifts, from entertainment and fashion to sport and fandom, are reshaping the way audiences engage with brands and experiences. Her work examines fandom through case studies she has commissioned on brands such as Fanatics UK and Swifftogedden, as well as reports exploring how tracking culture has become key to fan experiences and why they’re also gathering offline to seek connection

report
7 Feb 2025
The availability of weight-loss drugs like Ozempic and Wegovy is driving a cultural shift, impacting everything from fashion and fitness to people’s relationship with food. So, how might this shift affect travel behaviours, and what adaptations should the travel industry consider?

report
18 Apr 2024
Weight-loss drugs like Ozempic, Wegovy, and Mounjaro are on the rise in the USA, and many people are interested in seeing how taking them could impact their health. But with drugs like these helping to curb hunger pangs and cut back on cravings, how could they impact food and drink brands?

report
8 Aug 2024
Originally intended for people with diabetes, the marketing for Ozempic shifted to focus on weight loss for women in the late 2010s, and start-ups are now encouraging men to man up by slimming down. But is this approach to male weight loss just another form of toxic gender stereotyping?