This week we dive into 'better' innovation, mind control gaming, Greggs' pub pop-up, and a million-dollar mistake.

This week we highlight The Pleasure Zine and cover everything from the latest Marie Antoinette exhibit to Meta’s smart specs and Greggs’ leap from bakes to bean bags.

This week we unpack what it takes to get to breakthrough innovation, microbe chocolate, Nike's plot twist & Budweiser's Art House move.

This week we unpack Reese’s mic drop Taylor Swift moment, tactile robots, 'posh' beer, and art that heals.

Because the mother lode is often buried in the quirks, contradictions, and human messiness that no chart can capture.

How everyday condiments are becoming the ultimate test kitchen for comfort, thrill, and culture-led innovation.

Discover how extreme questions and ideas are reshaping minds and markets.

Calm is no longer a single vibe, it’s a growing landscape of moods, moments and meaningful experiences.

How staying true to your pleasure promise - and avoiding those tempting hype cycles - drives timeless appeal.

From ice cream to yoga, these brands make digital worlds irresistible.

Human optimisation, once reserved for elite athletes, will become the norm across work, creativity, and relationships.

With attention flattened out by algorithmic sameness, how do we help our brands stand out?

As burnout peaks, consumers are seeking brands that help them stretch, savour, or sculpt time into moments that feel meaningful, not just efficient.

We're in a moment where labels are blurred, meanings are subjective, and facts alone don't settle the argument.

It's becoming a new status symbol as people pre-plan their bounce-backs before the crash even comes.

Here's how the next generation navigates the pendulum between virtue and vice.

From spicy sips to sonic sweets, brands are waking up to a world craving visceral, sense-bending experiences, here’s how to lead the charge.

As appetites shrink and desires shift, we predict GLP-1 drugs will spark a basket revolution.

There's growth to be found in the niches of micro-fandoms.

Some people are stepping up and making the world better in their own way—through action, creativity, and everyday choices that add up.

Here's your blueprint for hyper-personalised success.

The future of travel is less about where we go and more about what we unlock when we get there.

From dopamine-aware design to 10-second resets, we’re entering the age of intentional ease.

Sustainability requires a total system redesign. Here's who’s doing the interesting work.

Inside the city that's always pushing the boundaries of virtue and vice.