From e-cigarettes to Coke Zero, people see ‘light’ alternatives as healthier – based not on the ingredients, but on everything from packaging colours to product labels. But if it’s simply a matter of perception, is a ‘healthy high’ truly achievable?

Illustrating the pitfalls, embarrassment and neurosis of life as an young adult in New York, Emma Koenig’s famous self-deprecating blog strikes a chord with a generation coming to terms with the widening gap between ambition and circumstance.

Yoga has a long religious history in India, but modern Indians are taking cues from the West and replacing spirituality with weight-loss and Instagram selfies. This once 'uncool' practice is fast becoming big business - but some fear the 'real' yoga is being left behind.

Using Twitter to offer career-anxious graduates access to hard-to-breach industries, Vitamin Water is not only making a connection with its audience, but developing strong associations with a new generation of rising talent.