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The 2024 Global Wellbeing Report from Lululemon uncovered a wellness paradox: the relentless pursuit of wellbeing may be making people less well. While 89% of people across 15 countries are doing more to improve their wellbeing, the global wellbeing score is stuck at 66%. Why? The report flags three key pressure points:

1️⃣ Societal pressure: 61% think they need to appear well, even if they're not. The percentage jumps to 76% for Gen Z and 71% for Millennials. For many, that pressure leads to wellbeing burnout (45%), with the majority (63%) feeling powerless to improve their wellbeing

2️⃣ Advice overload: 53% say there's too much contradictory information on how to improve their wellbeing

3️⃣ Loneliness: 89% of those with wellbeing burnout say loneliness is a contributing factor

In 2025, it’s time to break the cycle. The authors of Lululemon's report suggest quieting the noise, inviting others to join the journey and doing what actually feels good.

Improving its service for deaf and hard-of-hearing passengers, Virgin Atlantic has become the first UK airline to offer British Sign Language (BSL) trained flight crew. The airline recently put its commitment to the test by inviting deaf Gladiators star Jodie Ounsley and deaf content creators Hermon and Heroda Berhane to experience the enhanced service on a flight from London to Washington, DC — and it promoted the initiative in a sign-language-only video.

Research by RNID, a UK charity supporting the 18 million people in the UK who are deaf, have hearing loss or tinnitus, indicates 82% of deaf or hard-of-hearing individuals plan to travel in the coming year. Over half are worried about communicating with crew members. When flying with Virgin Atlantic, they can request a trained staff member who can use BSL to welcome passengers, assist with navigation, relay announcements and help with accessible in-flight entertainment. The airline is also working on increasing subtitled entertainment options and implementing on-demand BSL interpreters for customer service teams.

Virgin Atlantic isn't the first airline to get its cabin crew signing:
🇹🇷 In 2017, Turkey hosted the Deaflympics and Turkish Airlines introduced a six-day 'international hearing impairment language training' program
🇺🇸 In 2019, Delta debuted name tags identifying crew members who speak sign language
🇳🇿 In May 2024, Air New Zealand flew the world's first commercial flight where attendants communicated with passengers using New Zealand Sign Language
🇮🇳 In May 2024, Indian low-cost airline SpiceJet started adding attendants trained in sign language to select flights
🇸🇦 In June 2024, low-cost Saudi carrier Flynas announced it would be training cabin crew in sign language
 
🤟 Those corporate DEI efforts overlap with a growing interest in sign language among non-deaf individuals, fueled by interpreters captivating audiences during concerts and COVID-19 briefings, and by easily accessible tutorials on YouTube and TikTok (not all of which are accurate 🙄). That wider popularity is making it easier for brands across various sectors to engage workers in learning sign language, potentially leading to more inclusive workplaces, public spaces and service industries. 

NIVEA's survey of 8,000 people across eight countries (🇧🇷🇨🇳🇫🇷🇩🇪🇵🇭🇿🇦🇬🇧🇺🇸) reveals a stark reality: 1 in 4 people are grappling with isolation always or often, confirming the existence of a global loneliness epidemic.

😞 Ripple effects
Health repercussions: 53% report worsening mental health and 48% feel physically worse, with loneliness linked to a 29% higher risk of heart disease and a 32% higher risk of stroke.
Stubborn stigma: 58% feel helpless when seeking support and 40% feel shame about their sense of isolation. While 67% know where to find help, only 46% feel comfortable reaching out.
Empathy deficit: 81% think people today are just looking out for themselves. 58% of them feel alone even when they are around other people.

🌍 NIVEA's response
Since 86% of people are convinced loneliness is only getting worse, NIVEA just launched NIVEA CONNECT. The project's mission is to bridge the loneliness divide, dismantle the stigma and spark meaningful connections. By 2026, NIVEA CONNECT will be active in 40 countries, working with experts and local communities to drive lasting change.

✨ Your mission?
What shape is your brand's community in? Think about its purpose: does the community genuinely connect people over their shared interest or passion (for your brand, or for what it enables them to be or do)? Could you take it up a notch by partnering with local organizations and health professionals to tackle the loneliness epidemic head on?

A recent survey by Innofact for Miele shows that 70% of German consumers see the circularity of domestic appliances as crucial for the future of our environment and society. And not just as a collective concern: 60% say it matters to them personally. Let’s zoom in:

🔄 Recycled and refurbished: 73% trust the durability of domestic appliances containing recycled materials or refurbished components (65%)

💡 USPs that matter: When it comes to purchasing decisions, price (79%), durability (76%) and energy efficiency (71%) top the list

♻️ Eco-motivation: The top drivers behind circular practices are to reduce waste and conserve resources, both at 89%

🛑 Circularity hurdles: 62% worry about quality defects, and 58% think the product range is too limited

🔧 DIY repairability: 70% of respondents want the ability to repair domestic appliances themselves to save time and money

With eco-concerns rising and the right to repair spreading across product categories, it’s time for brands to adopt a 360° approach to circularity: 

Design phase
Are your products built for disassembly and longevity? Think Miele’s vacuum cleaners embracing the cradle-to-cradle model or Somer’s modular, future-proof kitchens.

Use phase
Whether offering after-care services or empowering DIY repairs, how are you helping consumers extend the life of goods they own? Take inspiration from London’s Fixing Factories, a community hub for free repairs and skills, or Yelp’s AI chatbot, bridging the gap between consumers and repair pros.

As artificial intelligence weaves its way into daily life, Chinese kids are embracing the technology through a somewhat unexpected medium: smart watches. The "Youth Blue Book: Report on Internet Use of Chinese Minors 2024," published by the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, reveals that over 45% of minors surveyed have used an AI-powered product at least once. In cities, 20.5% of minors reported using AI-enabled devices, compared to 8.1% in rural areas.

As reported by Sixth Tone, the surge in AI-enabled wearables for children comes in the wake of government crackdowns on screen time for minors. Phone bans in Chinese schools are driving parents towards smart watches, particularly those by the brand Xiaotiancai, or "Little Genius." Besides allowing parents to contact kids and track their location, vital signs and emotional state, the devices feature native AI apps like one that turns text prompts into drawings, and a game that uses chatbots for interacting with characters.

The trend mirrors global developments in AI-integrated wearables, including Meta's continued push into smart glasses (worth a watch: this interview with Mark Zuckerberg by The Verge). As experiments with dedicated AI hardware proliferate worldwide, China's experience with smart watches for kids could offer valuable insights into how younger generations might adopt and interact with artificial intelligence.

The latest State of Dating Report from The Kinsey Institute's Dr. Justin Lehmiller and Feeld dives into the intimate thoughts of 3,310 members of Feeld, a location-based dating platform active in 71 countries. The results? Dating norms seem to have flipped: 81% of Gen Z fantasize about monogamy, while Boomers dream of joining a polycule. In fact, 75-80% of older generations fantasize about open relationships... 🔄

Despite Gen Z romanticizing the simplicity of old-school relationships, they're also breaking barriers with the most expansive views on gender and sexuality ever 🌈 As norms continue to evolve, how can you help people explore relationships in fresh ways? From senior sexperts shattering sexual stigmas to singles walls for those suffering from app fatigue, there's plenty of room to innovate and cater to everyone's dating fantasies.

While doing so, keep in mind what Dr. Kinsey articulated back in 1948: "The world is not to be divided into sheep and goats, and not all things are black nor all things white. It is a fundamental of taxonomy that nature rarely deals with discrete categories. Only the human mind invents categories and tries to force facts into separated pigeon-holes. The living world is a continuum in each and every one of its aspects.”

Bain's The Visionary CEO's Guide to Sustainability 2024 is here, revealing consumer insights across 10 countries (🇺🇸🇬🇧🇳🇱🇩🇪🇫🇷🇮🇹🇯🇵🇧🇷🇨🇳🇮🇩). Here are our top five stats:

• 💸 27% believe living sustainably would cost them less, from 17% in the UK and Germany to 52% (!) in Indonesia.
• 🌱 61% say climate change worries have grown over the past two years, especially in climate-vulnerable countries like Brazil (78%), Indonesia (73%) and Italy (70%).
• 🔥 40% say experiencing environmental disasters (like floods or wildfires) is their top motivator for buying sustainable products.
• 💪 76% believe a sustainable lifestyle is important because their actions matter.
• ♻️ 60% care about packaging's environmental impact, with 48% demanding recyclable and 40% pushing for reusable packaging.

The disparity between 52% of Indonesians thinking sustainable living could save them money — compared to just 17% in wealthier nations like the UK and Germany — presents an opportunity for brands marketing to consumers in the Global North. How could you flip the script and turn eco-conscious choices into a way to save money?

Gen Z: lazy or redefining productivity? We’ve asked it before and Samsung’s new survey, The 2024 AI-Preneur Effect, digs in, too. Gen Z isn’t lounging on the couch — they're hustling! Based on insights from 7,000+ Gen Z across France, Germany, Korea, the UK and the US, Samsung reveals how this generation is using AI to boost productivity and chase their side-hustle dreams.

Here's the scoop, directly tied to three key trend opportunities:

🚨 NEW LABOR // Ready to fully embrace Gen Z’s work mode?

49% of full-time Gen Zers say their jobs fall short of expectations. Plus, 87% globally struggle with full-time work issues like inflexibility (60%) and job insecurity (58%). Amazon, are you listening? 😉

💼 SIDE HUSTLE HEROES // How can you help them unleash their inner entrepreneur?

65% of Gen Z value a steady paycheck and benefits, followed by career growth (44%), learning new skills (35%) and the chance to follow their passions (35%). No surprise, 73% dream of starting their own side hustle.

🤖 M.E.O. // Which AI tools could you launch to support the one-person CEOs of tomorrow?

73% of Gen Z side hustlers (think personal trainers, content creators, artists) are already using AI to supercharge their gigs, with 69% calling AI their go-to work resource. But with 67% of aspiring hustlers unsure how to tackle certain tasks, there’s room to offer tools to help them thrive.

A survey from Finnish mobile phone manufacturer HMD of 10,000 parents in the UK, US, India, Germany and Australia finds that 54% regret giving their kids smartphones because:

• 70% believe their own smartphone-free childhoods led to better family time
• 75% fear smartphones expose their kids to internet dangers, with over half admitting they don’t know what their children are doing online
• In their kids, they observe negative impacts on sleep (64%), physical inactivity (61%) and reduced time socializing with friends (54%)
• Nearly half report changes in their child's personality due to phone use

📵 The new school year has reignited the debate over smartphone bans. Parents and educators are concerned about the impact of screen time on youth, citing mental health concerns, cyberbullying worries and declining attention spans. Schools across the US and Europe are already experimenting with bans.

Beyond classrooms, how can brands help parents curb Gen Alpha’s screen time? Stricter social media age limits (set to be imposed in Australia) and pushing dumbphones (as EE is doing in the UK) won’t cut it. Instead of blaming parents for using YouTube as a digital babysitter, brands could offer better tools for keeping kids engaged and entertained.

Companies scaling back their diversity and inclusion efforts in marketing may want to reconsider. A global study conducted by the Unstereotype Alliance and researchers from Oxford University's Saïd Business School has empirically proven that inclusive advertising — which it defines as "content which authentically and positively portrays a full range of people and is devoid of stereotypes," has a significant positive impact on business performance across multiple metrics.

The study, which analyzed 392 brands in 58 countries, found that inclusive ad campaigns deliver 3.5% higher short-term sales and 16% higher longer-term sales compared to non-inclusive campaigns. They also result in a 62% higher likelihood of the brand or product being a consumer's first choice and 15% higher customer loyalty. Crucially, these benefits extend into the long term, with inclusive advertising contributing to stronger brand reputation and higher brand value over time.

Using proprietary data provided by Unstereotype Alliance members Bayer Consumer Healthcare, Diageo, the Geena Davis Institute, Kantar, Mars Incorporated, Mondelez International and Unilever, the research covers diverse product categories, including confectionery, personal care, alcohol and household products. It represents the first comprehensive, data-driven challenge to the notion that inclusive advertising could negatively impact business performance — an argument that's been used to resist or dial down inclusive marketing despite a lack of evidence.

Whether or not (aspiring) writers should be allowed to use AI — it’s a debate that rocked the foundations of National Novel Writing Month. The nonprofit published a statement declaring that anti-AI stances (enforced by the likes of Dove and publishing platform Medium) have “classist and ableist undertones.” NaNoWriMo has since removed the post following uproar from legions of authors and literary experts. But how justified was that condemnation?

While anxiety around AI automation rightfully abounds, AI can level the playing field for people who are still developing their skills, whether in the workplace or writing a novel for fun. So, while staking your flag in the ‘anti-AI’ camp might make for a captivating PR moment, your brand could benefit from considering whether that stance will actually widen opportunity gaps instead of narrowing them.

This month, Australia Post introduced the Kids' Showtime Greats stamp collection, celebrating over five decades of Australian children's TV shows and films. Launched in collaboration with the Australian Children's Television Foundation and Flying Bark Productions, the collection features memorable moments from iconic titles such as Round the Twist, Blinky Bill and Dot and the Kangaroo. Besides evoking nostalgia, the initiative aims to highlight the importance of sharing Australian stories with future generations.

Collectible stamps seem to be making a comeback. Most recently, Japan Railway Group and Dentsu made waves with their My Japan Railway campaign, which saw 770,000 consumers collect 2 million stamps by visiting railway stations around the country. The campaign won multiple accolades across industry events, from Cannes 2023 to D&AD 2024. 

We're not implying your brand's next campaign should be built around collectible stamps ;-) However, the revival of the medium does underscore two key consumer themes that should remain on your radar. Firstly, the nostalgia economy isn't going anywhere. Faced with a volatile present and an uncertain future, consumers welcome offerings and experiences that let them recall or escape into times when life was simpler.

At the same time, consumers increasingly dissatisfied with ultra-connected lifestyles are finding joy in the analog. While digital consumer engagement strategies remain key, can your brand inject some surprise and delight into people's lives through tactile treats?

Attention spans may be shrinking, but the gaming universe keeps expanding. Gaming isn't just a pastime — it's a boundless playground for imagination. Bain's 2024 Gaming Report has the numbers to back up that observation. Here's what you need to know:

📈 GAME GROWTH: In 2023, the gaming industry reached USD 196 billion in revenue – outperforming streaming and the movie box office combined. By 2028, Bain predicts global gaming revenue will reach USD 257 billion, growing 6% annually.

👾 GENERATION GAMER: Across six countries, 52% of people report video gaming regularly. Over 80% of 2 to 18-year-olds identify as gamers, dedicating 30% of their entertainment time to game worlds. But don’t count out older cohorts: 31% of those over 45 also claim the gamer label and constitute a largely untapped audience.

🎮 SOCIAL SCENES: Think Roblox and Fortnite are just games? Think again. These platforms are the new malls — players are hanging out, creating, connecting and even shopping. Immersive gamers (those who spend 1.5 hours/week more in a game than non-immersive gamers) dedicate a third of their time to non-gaming activities.

🎨 CO-CREATION: 80% of gamers have played games with user-generated content (UGC), and 1 in 7 have created in-game content. Among UGC creators, 80% say the experience is all about creative self-expression and making content for their friends to enjoy.

As demonstrated by Beetlejuice and Brat Summer smashing sales records on Roblox, gaming platforms are increasingly becoming a prime space for interacting with audiences new and old.

The EIU’s latest African Cities 2035 report revealed that Africa is on the brink of a major urban revolution. With the continent’s population surging, Africa is officially the world’s fastest urbanizing region and, by 2035, its urban population is set to hit 1 billion (up from 650 million in 2023). Six African cities — Luanda, Dar es Salaam, Cairo, Kinshasa, Lagos and Greater Johannesburg — will each surpass 10 million residents by 2035. In fact, over half of Africans will call cities home, transforming urban centers into buzzing hubs of innovation, creativity and economic dynamism.

This urban boom brings its own set of challenges: overcrowding, informal settlements, stretched infrastructure and climate vulnerabilities. City planners are tasked with balancing rapid growth with sustainable, forward-thinking solutions 🌱

🌍 The bottom line: as Africa's cities swell, they’ll be hotspots for both wealth creation and social tensions. Opportunities and challenges will grow in tandem. So, city planner or not, how can you help young people thrive in these emerging megacities?

Warner Bros. recently released the official trailer for the highly anticipated anime prequel in The Lord of the Rings franchise. The Lord of the Rings: The War of the Rohirrim explores events in Middle-earth 261 years before The Fellowship of the Ring, focusing on King Helm Hammerhand's defense of Rohan. Veteran actor Brian Cox, known for his leading role in Succession, voices Helm, while Miranda Otto reprises her role as Eowyn. Key LOTR veterans are contributing to the project, including Peter Jackson. The film is set for international release on 11 December 2024.

Anime has always been a popular subculture but was long considered niche and largely associated with otakus and weebs: both somewhat derogatory labels for Japanese subculture enthusiasts. In recent years, however, it has gained mainstream appeal. For one, streaming platforms offering anime titles, now with English dubs and/or subtitles, have significantly expanded the genre's global reach. In 2023, the most in-demand TV show worldwide was the anime title Jujutsu Kaisen.

Luxury brands in particular have also taken notice of anime’s increasing influence on the global stage. Brands looking to shift luxury goods from commodities into collectibles have turned to anime collaborations: Loewe x Studio Ghibli, Gucci x Doraemon, Jimmy Choo x Sailor Moon, and more. In turn, these luxury tie-ups further enhance anime’s cultural cachet, creating a reinforcing cycle of increasing popularity. Could your next brand opportunity for cultural partnerships lie with anime IPs?

More broadly: last week we discussed the record-breaking success of Black Myth: Wukong and the growth of Asian cultural properties on the global stage. The rise of anime as a medium for prestige culture is another example. What role can your brand play within the movement?