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Yōjō harnesses vagus nerve technology for everyday wellbeing

Yōjō, UK

UK – Yōjō is a new wellness eco-system using non-invasive vagus nerve stimulation (nVNS), biofeedback and human coaching to help people calm their bodies and minds.

Through a precision earpiece, Yōjō delivers gentle stimulation to the vagus nerve, activating the body’s natural rest-and-digest response. Its companion app visualises nervous system data via a 30-second face scan before and after each session, turning heart rate, variability and stress levels into clear, trackable insights. Personal coaches then tailor routines and provide accountability through ongoing support.

According to the brand’s data, users report 45% lower stress markers and a 300% improvement in recovery and flexibility after just four weeks, signalling a shift towards evidence-based, personalised wellbeing.

Yōjō reflects the wider Wellness Reset movement, in which technology enhances rather than dominates health routines. By translating advanced biofeedback into intuitive self-care, it represents a gentler form of high-tech wellness – one that helps people tune back into their body’s natural rhythms rather than chasing optimisation.

Strategic opportunity

Health and wellness brands should harness biofeedback and vagus nerve innovations to create experiences that help consumers attune to their body’s natural rhythms and balance performance and presence in their holistic wellbeing routines

OpenAI launches agentic AI shopping system

US – ChatGPT users in America can now shop directly within conversations through OpenAI’s new Instant Checkout feature, available to Pro, Plus and Free users buying from US-based Etsy sellers. The system enables frictionless, in-chat payments without leaving the conversation.

More than 1m Shopify merchants, including Glossier, Skims, Spanx and Vuori, are expected to join soon. OpenAI says its shopping results are ‘organic and unsponsored’, charging merchants only a small fee per completed order.

As explored in our Mood-matching Fashion report, OpenAI is steadily embedding product recommendations into ChatGPT, delivering non-sponsored, contextually relevant results within chat windows. This latest update positions ChatGPT as a new gateway for e-commerce, shifting discovery and payments away from traditional search engines towards AI-driven recommendation systems.

In our SXSW London 2025: The Pursuit of AI Optimism report, we underline the growing need for large language model (LLM) optimisation in this evolving landscape.

Agentic Commerce Protocol by OpenAI

Strategic opportunity

Prioritise optimisation for LLMs and experiment with AI-driven checkout integration to safeguard brand visibility as shopping behaviour moves from search to chat-based discovery

Stat: The running boom is powering New York’s economy

Diplo's Run Club, Courtesy of Mascot Sports, Photography by Shafik Kadi, US

US – Running is proving to be big business for New York, according to the latest Economic Impact Study from New York Road Runners (NYRR).

In fiscal year 2025, 34 races – including the record-breaking 2024 TCS New York City Marathon – generated £700m ($934m, €807m) for the city, a 58% increase in five years, while creating more than 5,000 jobs and £288m ($384m, €332m) in wages.

The 2024 New York marathon alone contributed £519m ($692m, €598m), driving £134m ($178m, €154m) in spending on accommodation, £82m ($109m, €94m) on food and drink, and £38m ($51m, €44m) on retail.

From celebrity-led Fitness Fan Clubs to swapping beach holidays for Marathon travel packages and socialising at active recovery cafes, we’ve been tracking the cross-sector impact of the running boom on LS:N Global. For more insights into the future of sports, head to our Game-Changers macrotrend report.

Strategic opportunity

Take advantage of the running boom by treating major race days as cultural holidays. Sponsor local races, launch pop-up activations or host wellness events around sporting occasions – transforming city streets into immersive brand experiences for active, engaged audiences