OVERVIEW
The day-to-day of 2024 is a brutal one. Lines are blurred between home and work life, notifications are relentless and when we do enjoy some downtime, the habitual instinct to ‘doom-scroll’ casts an uncomfortable light on our shortcomings.
Whether suffering from ‘Burnout’, ‘Boreout’ or self-diagnosing as neurodivergent, each generation is increasingly restless and unsatisfied with the status quo. Perhaps less stimulation is what’s required, but our consumption habits tell a different story.
From a growing demand for functional food and drink, to the proliferation of adaptogens and nootropics, caffeine is no longer alone. Mood management, bio-hacking and micro-dosing have emerged to tackle this dystopian demand head-on.
Dive into our deck to explore the ‘Roots’ and ‘Shoots’ of stimulation to shine a light on future opportunities for brands.
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