Increased amounts of consumer data, new marketing channels and the increasing use of experience design has pushed the competition for consumers beyond solely product quality and characteristics. Brands are trying to tap into their customers’ emotions, perceptions and values. Health and wellbeing are at the forefront of consumer preoccupations, covering mental health, and moving beyond the individual to ‘planetary wellbeing’ as well. At the same time, consumers expect their shopping to be an experience, bringing it closer to a form of entertainment or leisure activity and removing 'pain points' through frictionless commerce. There is a proliferation of niche markets, where very different needs, preferences and identities can be catered for.