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Almost everyone has experienced loneliness. Gallup's latest research reveals 23% of people worldwide felt lonely 'a lot of the day yesterday.' And people who are lonely are more likely to experience sadness (+36%), worry (+31%), stress (+30%) and anger (+26%). Beyond heightened negative emotions, 20% are more likely to feel physical pain.

Loneliness is a global concern, affecting all ages. Rates vary, from 6% in Vietnam to 45% in Comoros, but the emotion is pervasive. In 22 countries, the number of adults who feel lonely is over 30%, with countries in Africa showing the highest percentages. In many places, those aged 50+ are 10% more likely to experience loneliness than younger groups. In the US and China, however, it's those aged 15-29 who feel loneliest.

Gallup notes that in some countries, loneliness might not be as widespread as it seems because "individuals answering this question in these countries may be affirming they spent periods of their day physically, rather than emotionally, alone." That conflation might not only apply to the highest loneliness rates, but also to the lowest, for people who rarely find themselves physically alone.

Caveats about outliers aside, the middle range of 1-in-5 people feeling emotionally lonely is more than enough to warrant action. As entities with societal presence and influence, brands can help mitigate involuntary solitude by acting as guides, helping people connect online and offline. Two examples? Hinge's One More Hour funds organizations that host inclusive, diverse and low-cost IRL events. Online, retro-style social app NoPlace connects users around shared interests and quickly topped the Apple App Store charts after launching.

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Following George Floyd’s murder and #BlackLivesMatter, DEI job postings surged by 123%. However, with the US election looming and socio-political polarization spiking, companies are backpedaling, fearing the woke label. Zoom, Google and Meta have already scaled back their DEI initiatives, and now Microsoft joins the club, with a team leader sending an internal email declaring DEI is 'no longer business critical' while assuring their commitment remains steadfast… 😶

The World Benchmarking Alliance’s first Social Benchmark assessment provides another wake-up call. Its study evaluated the world’s 2,000 most influential companies — including major apparel and food brands — which collectively generate revenue equal to 45% of global GDP and employ 95 million people directly, plus hundreds of millions more indirectly. It found them lacking. Five key findings from the study:

🆘 HUMAN RIGHTS, DECENT WORK AND ETHICAL CONDUCT: A staggering 90% of the assessed companies fall short of fundamental societal expectations in these areas. Over 30% of companies scored between 0 and 2 points out of a possible 20.

🚫 DUE DILIGENCE: 80% of companies scored zero on initial human rights due diligence steps, such as identifying, assessing and addressing human rights risks and impacts.

🏛️ REGULATIONS: Companies in countries with human rights regulations scored nearly 60% higher on average than those in countries without such regulations.

💸 FAIR PAY: Only 4% of the 2,000 companies pay their direct employees a living wage, and less than 1% have set a target to do so. Just 3% support living wage payments in their supply chains.

🕵️‍♂️ TRANSPARENCY: A mere 11% of companies have established a policy that publicly outlines their approach to lobbying and political engagement, and only 5% disclose their lobbying expenditures.

Not only should the backpedaling stop, but it’s time to transform DEI commitments into accountability and action — from diversifying boardrooms to empowering factory workers. Both consumers and watchdogs are seeking tech solutions that can validate claims and clear up confusion; the dual forces of new laws and AI are paving the way. Are you ready to bring accountability to your entire supply chain?

According to the recently published Transparency Index from Connected Impact and Ringer Science, greenwashing is on the decline: only 2% of US companies over-promoted (that is, greenwashed) their ESG progress. But that might not be a cause for celebration. Instead, many are taking the opposite approach, with 58% under-promoting their progress. The report, which analyzed over 600,000 corporate communications at 200 US and UK companies across 12 months, supports previous research from South Pole. 

But why are companies choosing to greenhush? It's primarily the result of more robust legislation, high-profile lawsuits and increasingly informed customers. For environmental advocates that have spent decades fighting greenwashing, this shift isn't exactly good news, with greenhushing linked to a loss of momentum (as companies become less ambitious with their targets) and less solution sharing.

Some companies are bucking the trend. Google recently revealed that its greenhouse gas emissions in 2023 were 48% higher than in 2019, with the increase mostly attributed to more energy required for data centers, a consequence of the growth of AI. It's a similar story at Microsoft, which has also gone all in with AI and seen supply chain emissions rise (in 2020, the company pledged to be carbon negative by 2030). 

While these numbers aren't great, they are public. Openly acknowledging the challenges of meeting climate goals is key to creating honest dialogue around the topic. And with many brands scaling up their AI ambitions, it will be essential to keep considering the environmental impact of the shift to AI-everything, as well as potential trade-offs. So, instead of retreating into silence, are you willing to talk about your progress — or lack thereof — when it comes to emissions? Building trust through transparency isn't new, but as sustainability knowledge intersects with concerns about the pace and impact of AI, it will be even more important for brands to deliver.

Quiet quitting is overhauling company cultures and outputs, pushing businesses to seek cheaper (remote!) talent from abroad while simultaneously enforcing return-to-office policies.

According to Autodesk’s State of Design & Make 2024 report, 59% of global employees (61% in Americas, 54% in APAC, 61% in EMEA) say their companies are recruiting remote talent from low cost-of-living areas. Meanwhile, 62% (63% in Americas, 57% in APAC, 65% in EMEA) report that their employers are mandating a return to the workplace.

And it’s not just RTO policies. Companies are scaling back on perks like four-day workweeks and summer Fridays… 🏝️

These actions will further fuel disengagement and exacerbate tensions between employer and employee. Smart companies will take a different approach. Instead of clinging to pre-pandemic norms (which didn’t work for many people anyway), they'll embrace a new vision on labor.

Researchers from University College London and the University of Waterloo have uncovered a surprising insight into how the general public perceives AI bots. A study published in Neuroscience of Consciousness found that 67% of participants attribute some degree of consciousness to ChatGPT. Only a third of the sample of 300 believed ChatGPT does not have subjective experience. The finding highlights a significant gap between public intuition and expert opinion, since most neuroscientists and consciousness researchers consider it highly unlikely that language models currently possess consciousness.

The study also found that greater familiarity with ChatGPT correlates with a higher likelihood of attributing consciousness to the large language model. People's perception of LLMs possessing consciousness is likely related to the conversational style of responding to queries. If interacting with an AI bot feels like interacting with a human, it's understandable people will believe bots possess other human faculties, too — including experiencing mental states. In an accompanying press release, lead researcher Dr. Clara Colombatto, professor of psychology at Waterloo's Arts faculty, noted: "These results demonstrate the power of language because a conversation alone can lead us to think that an agent that looks and works very differently from us can have a mind."

As conversational and agentic AI become more integrated into daily life, a widespread notion that they might be sentient has profound ethical implications. Ascribing human-like states could lead to an overreliance on the technology and potentially perilous levels of trust in its output and capabilities. And, for better or worse, people who believe AI is conscious might form deeper emotional connections with these systems. All of which is particularly relevant in areas like healthcare, customer service and education, where AI is increasingly used. 

1 August 2024 marks this year’s Earth Overshoot Day, arriving a day earlier than in 2023. According to the Global Footprint Network, humanity has consumed more resources in just seven months than our planet's ecosystems can regenerate in a year. And if everyone lived like the average American, we would need 🌎🌎🌎🌎🌎 Earths to sustain annual demand...

📈 The relentless pace of economic and population growth is depleting our planet’s resources at an alarming rate, harming both environmental and human health. Meanwhile, Kuwait just announced a 'giant' oil discovery, Guyana wants to be the new Qatar and the hunt for new oil and gas drilling sites is far from slowing down.

So, we need to act now to #MoveTheDate of Earth Overshoot Day. To get started, check out 🌿 Power of Possibility: 50+ existing solutions that are ready to scale. Looking to place resource depletion, biodiversity loss, air pollution and climate breakdown in the context of consumer trends? 👀 Dive into our ecology macro-trends and related sub-trends, and get inspired by impact-driven innovations.

The redefinition of globalization continues to present unique challenges for international B2C brands. Geopolitical tensions and ever-increasing polarization make operating globally more of a tightrope act than ever, and multinationals seeking to win consumer trust need to ramp up their multi-local approach — without compromising their brand values.

So, what are the best routes to establishing local trust? The 2024 Edelman Trust Barometer Special Report: Brands and Politics surveyed over 15,000 people in 15 countries. When respondents were asked to pick one or more ways "a foreign brand will earn my trust", their answers lined up as follows:

🏢 Creates good jobs locally (49% agree this earns trust)

📜 Follows local laws (47%) and respects government policies (33%)

🤝 Works with local suppliers (44%)

🌍 Addresses societal challenges (31%)

🎨 Adapts products to local cultures — consumers in India (49%), South Africa (45%), Indonesia (45%), Brazil (43%), and the UAE (43%) particularly interested in this

One common thread? The Global South craves recognition. Historically underrepresented and stereotyped, these regions increasingly see their cultural capital as a source of pride. Brands aiming to resonate with consumers in these markets need to move far beyond a one-size-fits-all approach by adapting to, celebrating and empowering (hyper)local communities. One example of a brand getting it right? Adidas partnering with Mexican artisans to create hand-embroidered national soccer jerseys.

When Sam Altman and Arianna Huffington announced the launch of Thrive AI Health in an op-ed in TIME, they opened with an alarming statistic: 129 million Americans have at least one major chronic disease. The startup wants to tackle that with a hyper-personalized AI health coach that offers precise recommendations in real-time. Trained on peer-reviewed science and incorporating behavior change methodology used by Huffington's Thrive Global, Thrive AI Health Coach will offer suggestions related to sleep, food, movement, stress management and social connection. No word yet on pricing or a release date, but the service will be available as a mobile app.

All about prevention
This isn't the first AI-powered health innovation that promises personalized support (see Nvidia's partnership with Hippocratic AI and the NHS's forthcoming rollout of Flok). However, the emphasis here is on preventative healthcare. Thrive AI Health's big promise is that it will 'scale and democratize' customized health nudges, empowering people who want to be healthier without placing more demands on overstretched healthcare systems. Preventative care is much needed.

OPTI-BOTS
Recent research found that 31.3% of the global population (around 1.8 billion people) failed to meet recommended physical activity levels, up from 26% in 2010. That number is projected to rise to 35% by 2030. Smart companions that encourage people to adopt better habits — a trend we've dubbed OPTI-BOTS — could help provide motivation and guide those who don't know where to start.

Not just for better health
Implications ripple beyond healthcare. Once people are accustomed to bots offering a personalized route to better health, they'll look for similar services that coach them through DIY phone repairs, help prepare for job interviews or understand their savings goals. Which knowledge gaps prevent your consumers from reaching their full potential? Can you build AI-powered solutions that meet those needs?

Data control and consumer trust 
A final thought: the promise to provide customized insights needs to be accompanied by privacy assurances, which could hold back adoption. When Edelman surveyed people across 12 countries about trust and health, 55% said that, over the next five years, technology will have a negative impact on healthcare, up 8 percentage points from Q1 2018 📈. Unwanted information and compromised health privacy were cited as concerns. Thrive AI Health emphasizes users will have control over data they share, but will that be enough to allay concerns? And how should these uncertainties factor into your own OPTI-BOTS?

The beginning of July marks school graduation season in China. In Shanghai, language learning app Duolingo joined Xiaohongshu’s University of Life pop-up event, an initiative welcoming graduates to the ‘school of life’ and encouraging them to embark on continuous learning. Armed with a (fake) kitchen knife, Duo, the brand’s iconic owl mascot, chased raced attendees around the event and playfully compelled them to create a 10,000-day language-learning plan. Hilarity ensued.

On the surface and in isolation, this might seem like a silly brand activation. However, it aligns with a running joke among the app’s users. Duolingo's wildly successful approach to user engagement centers on gamification and the daily streak system. This has given rise to a community of regular users committed to maintaining their streak. For them, Duo the Owl is regarded as a half-hilarious, half-tyrannical figure who will make you complete your daily lesson, often with progressively passive-aggressive reminders.

While we doubt that the Duolingo marketing team originally intended to paint Duo as an unhinged taskmaster, the brand has done extremely well by running with the organic community response. Official Duolingo social media accounts lean into the persona and reply in character to user-generated content online, while offline, the brand stages activations such as this one at the Xiaohongshu event.

Duolingo demonstrates that one of the best ways to build an authentic brand community is to center it around shared behaviors and responses that arise organically when users interact with your brand. What common user experience can you lean into? 

YouTube’s annual Culture & Trend Report is out, revealing ‘how fans have shifted from consumers to creators — and how they brought viewers along with them.’ Here are our top survey insights ▶️

💰 Monetization: A whopping 85% of online users aged 14-44 identify as fans of someone or something, and 8% of Gen Z describe themselves as 'professional fans' who earn money from their passion.

📅 Devotion: 80% of fans use YouTube to consume content about the person or thing they’re a fan of at least weekly.

🌟 Individualization: 47% of Gen Z report belonging to a fandom that no one they know personally is a part of.

These fans may not be super fans of your brand, but 74% of Gen Z fans appreciate seeing brands engage with their fandom. As consumers increasingly derive their identity from (online) pop culture rather than from the brands they buy, consider how your brand can position itself within these communities, and who you can connect with.

A few weeks ago, we wrote about two AI bots running for office. Now, joining AI Steve in Brighton and chatbot VIC in Cheyenne is Pedro Markun in São Paulo. Markun, a self-described hacker, technology activist and political innovator, has launched a pre-campaign for São Paulo's city council. He's doing so in partnership with a large language model called Lex, which was developed specifically for this campaign. The human/AI hybrid candidacy aims to deliver unprecedented governance skills by combining Markun's experience in civic technology with Lex's data analysis and policy formulation capabilities.

The campaign presents Lex as the first legislative AI in Brazil, designed to analyze data, draft public policy, monitor contracts and interact directly with citizens. The AI promises to enhance various aspects of city governance, including access to municipal resources and transparency in public spending. Markun and Lex's joint candidacy, running under the Sustainability Network party, seeks to bring innovation to São Paulo's politics to ensure all voices are heard and decisions are based on in-depth, objective analysis. The pre-campaign is currently seeking financial backers and will offer contributors early access to test Lex.

The United Nations designated 11 June 2024, as the first-ever International Day of Play. Underlying the fun and games is a serious purpose — the UN emphasizes the critical need to (re)prioritize the right to play for several reasons:

• 🧸 Community Building: Play fosters a sense of community and national pride, breaking down cultural and socio-economic barriers.
• 🎲 Child Development: It enhances resilience, creativity and problem-solving skills.
• ✌️ Social Harmony: It promotes tolerance, social inclusion and peace building.

According to IKEA’s Play Report 2024, 51% of parents across seven countries now spend more time playing with their children than a few years ago. This is encouraging, especially since over half of kids (51%) and parents (54%) crave more playtime.

Baggu makes – you guessed it – lightweight bags crafted from recycled nylon and canvas. Its eco-credentials and bold prints helped make the brand a hit, most recently with Gen Z. But has that dream soured?

Earlier this month, the brand released a capsule collection designed by Collina Strada, including a horse bag complete with feet and a strap tail. Fans' initial enthusiasm quickly waned, with consumers expressing disappointment that Midjourney had been used to generate two prints featured in the collection. Although a disclaimer was added to the product pages and Hilary Taymour, the designer behind Collina Strada, has been open about her use of generative AI, some felt the brands had not been transparent enough about the role the technology played in the creative process. Others highlighted the impact AI has on small makers and on the environment.

Given that gen AI isn't going anywhere — 96% of global executives feel an urgency to incorporate AI into their business operations — brands in the fashion industry and beyond will need to have strategies in place to mitigate potential backlash. Three approaches to consider: 

🔎 Transparency: Be open about when, where and how AI is (or isn't) used and steps being taken to minimize environmental impact. Carbon labeling has become more common over the last few years. What would an AI equivalent look like?

🎨 Participation: With studies suggesting that familiarity drives a more positive view of the technology, consider developing gen AI-powered co-creation tools that make fans a part of the process. See Reebok Impact, which transforms user's photos into personalized sneakers.

💞 Meaning: Can you honestly say that AI is truly enriching your service or experience, or are you guilty of deploying the tech for its own sake? Consumers will appreciate thoughtful applications in the vein of Rebind, a startup that's enhancing the reading experience with AI-powered author takes. 

After Barbie’s record-breaking 2023, Disney and Pixar’s Inside Out 2 has taken the crown as the highest-grossing film of 2024. By the end of June, the film surged past the USD 1 billion mark in global revenue, making it the fastest animated film to reach this milestone 🎬

The sequel invites audiences back into the mind of Riley, now a thirteen-year-old facing four new emotions — Anxiety, Ennui, Embarrassment and Envy, alongside the original emotions — Joy, Sadness, Anger, Disgust and Fear. Directed by Kelsey Mann, Inside Out 2 strikes a chord by tackling contemporary issues, like rising anxiety levels among teens.

Like Inside Out, could you blend humor and introspection to help people, especially teens, explore the full spectrum of their emotions? Take cues from an Inside Out-inspired game, InsideU, where kids can meet and befriend their emotions. Next, consider developing tools and frameworks that bridge divides and foster communication and (re)connection among people, from families to strangers.