We’ve reached peak performance, and now we’re quietly backing away. From 10K runs to night-out recoveries, wellness is becoming more playful, self-aware, and balanced. The new mood? Less tracking, more living.

This is self-care, on your terms.

This journal explores the quiet shift away from always-on culture—less scrolling, more autonomy, and a return to weirder, more human online spaces and IRL community. Discover what this cultural recalibration means for brands and where attention is heading next.

Marketing’s old tricks aren’t cutting through. As audiences crave substance over spectacle, a story renaissance is taking hold. This piece explores what that means for brands - through the lens of Nike, Olga Basha, and others rewriting the rules with more soul, less spin.