Decoding the cultural shift in wellbeing
I helped direct The Altered States of Wellbeing, our studio’s most ambitious foresight report to date, marking the pivot from tobacco focus into the pleasure and wellbeing sector. The brief was to decode the rapidly evolving cultural landscape of wellbeing, exploring territories from food and cannabis to biohacking and digital detox.
I structured the content architecture, led the editorial vision, and oversaw the design and production of the report. The result was a 66-page publication that positioned wellness not just as health maintenance, but as a spectrum of altered states that shape how people seek balance, escape, and transformation.
From foresight to industry impact
The report has since been used to guide innovation sprints, brand workshops, and thought leadership initiatives across the global wellbeing sector. By reframing wellness through the lens of altered consciousness, it provided a provocative and actionable framework for brands to explore new opportunities, shift categories, and connect with emerging consumer motivations.
