Oat Cult is an innovative overnight oats brand that embraces bold aesthetics and creativity to redefine health food. Co-founder Ben da Costa explains how they aim to create a sense of community around their products, making healthy eating fun and engaging for consumers, particularly Gen Z. The brand's unique approach challenges traditional norms in the wellness industry and emphasizes the importance of creativity in marketing.

Gen X and millennials currently dominate the luxury market due to their wealth and purchasing power, while Gen Z is starting to reshape the landscape with their unique consumption habits and preferences, primarily focusing on social media engagement. As Gen Z is expected to become significant consumers in the future, luxury brands face the challenge of effectively targeting both demographics with tailored strategies.