US – In response to demands for inclusive and accessible post-mastectomy bras and prosthetics, start-up Myya is providing a digital solution for women who have had breast cancer.

With a focus on inclusivity, Myya’s silicone prosthetics – which are covered by US health insurance – are available in a range of colours to match all skin tones and come in more than 200 sizes. Through this service, the brand is humanising Digital Fit services through a hyper-personal and attentive approach that mimics in-store experiences.

When the pandemic hit, Jasmine Jones, founder of Myya, was concerned about the future of the ‘best friend’ in-store service she provided to customers. 'That's when I knew I needed to take what we were creating in-store online.’

Its direct-to-consumer model takes the fitting experience away from medical settings, instead offering an appealing e-commerce experience supported by specially trained experts. As we forecast in Certified Wellness, there is increasing demand for lifestyle sectors to bridge the gap between medical products and design-led aesthetics.

With more consumers returning to tourism experiences, hotel brands have an opportunity to re-engage travellers through loyalty programmes. However, research from Morning Consult finds that awareness of loyalty schemes remains low among American Generation Z – a core demographic for the hospitality sector that are often left out of the conversation.

Its research finds that some 61% of American Gen Z are unaware of hotel loyalty programmes. Meanwhile, despite few members of the generation considering themselves to be the primary planner when it comes to leisure travel, a majority (80%) say they have some responsibility in the process. This share is naturally set to increase as the group’s spending power surges.

As the travel sector rebuilds loyalty schemes for the inter-Covid period, there is an even greater need for hotel brands to target young travellers – prioritising incentives that are experiential and eco-conscious in nature.