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73% Say Optimisation Is Ruining their Lives as Audiences Push Back Against the "Flattening" of Culture

Oct. 07, 2026

73% Say Optimisation Is Ruining their Lives as Audiences Push Back Against the "Flattening" of Culture

OK COOL's sixth annual global trend report reveals five consumer shifts shaping the anti-optimisation era and what they mean for brands

Elite Athletes Call for Greater Fertility Education and Support Across Women's Sport

Oct. 07, 2026

Elite Athletes Call for Greater Fertility Education and Support Across Women's Sport

Fertility futures project research calls for earlier fertility education and greater support in elite sport