TrendWatching | MakeShift

Edition #17 | Your weekly inspiration fix • 28 September - 4 October 2023

INSIGHT

Younger generations rethink retirement

Economic uncertainty, escalating ownership costs and emphasis on personal growth have collided to divert young people’s attention away from long-term savings. In fact, they may not be planning to retire at all. This doesn't mean that younger generations don’t desire to save, but 63% struggle to translate their financial knowledge into practical action.

Brands can bridge this gap by turning financial literacy into financial capability. How might your brand help gen Z realize their financial goals? Could you leverage AI to simplify savings?

See how other innovative brands are boosting savings

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INNOVATION

🇳🇱 Dutch app Bubbel Chat matches people with opposing political views for genuine dialogue

As in most other democracies, political opinions are sharply divided. Helping regular people break out of their echo chambers, a new app called Bubbel Chat matches users with opposing views for the opportunity… read more

INNOVATION

🇵🇪 Peruvian supermarket offers ‘a life-saving bargain’: mammograms

In a bid to democratize access to essential healthcare, Peruvian supermarket chain Tottus rolled out a new offering for breast cancer awareness month, selling mammograms for... read more

INNOVATION

🇺🇸 RFID tags are a vast yet hidden source of e-waste, so PulpaTronics removed the microchips

RFID tags are integral to tracking physical objects, from clothing in stores to luggage in airports. According to industry expert IDTechEx, 39.3 billion passive RFID tags will be sold in 2023, most… read more

INSIGHT

UGC games level up creator stakes

In a strategic move, Fortnite is revamping its creator system with an updated engagement payout model. The new formula allows creators to earn from in-game purchases. Complementing the shift is an update to the game's UI that pushes creator-made games to the fore.

Gen Z consumers are shifting away from traditional games and towards ones that embrace user-generated content (UGC). Recognizing this, games like Roblox, Minecraft and now Fortnite are moving towards a creator-driven economy. This shift empowers gamers to shape virtual realms and derive financial benefits from play.

The craving for products and services that enable creative participation isn’t restricted to the gaming sector. Beauty brand Kiki World invites its consumers to vote for and co-own products. Are you preparing for the transition towards consumer-led products and services in your industry?

INSIGHT

Revving up the in-car infotainment experience

When it comes to choosing a car, factors like price, battery efficiency and environmental considerations are crucial. But drivers still want to blast their playlist on a cross-country road trip, making the infotainment system a make-or-break feature. As more US consumers embrace in-car systems, they crave a ride that effortlessly syncs with their lives.

NIO recently created a smartphone that syncs with its EVs, but it’s Mercedes-Benz that's miles ahead when it comes to convenience. The brand’s voice assistant can control smart home devices and (in the US market) comes with a ChatGPT integration (side note: DS Automobiles is bringing this functionality to European drivers).

Mercedes also teamed up with Mastercard to introduce in-car payments at service stations in Germany, while Hyundai Pay lets 2024 Hyundai Kona owners pay for parking directly from their infotainment screens. Which cross-industry collaborations could maximize convenience for your drivers?

THOUGHT STARTER

WFH = Corporate sustainability

Fully remote workers have less than half the environmental footprint of office workers. When revisiting or reversing your WFH policies, consider the broader impact of those decisions, both on company culture and corporate sustainability.

INSIGHT

'Point & know' innovation still shaping expectations

QR codes: so 2020, right? Wrong! The pixelated marvels are still showing relevance. Linktree's Creator Report 2023 reveals that monthly QR clicks have almost tripled since 2019. Point-and-know tech continues to shape consumer expectations; here are three developments to get you thinking:

Empower visually-impaired consumers to access information on product packaging, like that of Bayer.
Use geolocation to make QR codes locally relevant. Smartlabel's partnership with RecycleCheck links zip codes with local recycling instructions.
Simplify product authentication and resale using QR codes like Pangaia's digital passports.

QR codes are a gateway to providing consumers with relevant information. How could they enhance your social and environmental impact?

See the trend behind the insight: POINT & KNOW

TREND

INSTANT INFORMATION: Image recognition is finally starting to deliver

Image recognition technology is freeing information from the search bar. Earlier this year, a new release of Google Lens ramped up its 'search-what-you-see' powers. Now, ChatGPT has added image capabilities with a new feature that enables the chatbot to analyze and respond to images. Other recent developments in this space include:

🛍️ Klarna’s AI image-search tool helps shoppers identify and purchase items by taking a photo.
🥫 Open Food Facts can identify processed and ultra-processed foods on supermarket shelves.
💼 Beyond the retail sector, Totoy and ABC doc simplify bureaucratic lingo found in official correspondence.

When compared to QR codes, this tech offers more opportunities for personalization. Which use case is most beneficial for your audience? Consider the customer journey, pinpoint when information is needed and decide how you can best deliver on relevance and convenience.

INNOVATION

🇳🇱 Making team sports accessible to all kids, DRIP collects and redistributes sportswear

Playing team sports allows kids to exercise, practice social skills, make friends and have fun. But the costs of good quality sportswear and equipment means not all can join in. DRIP Foundation unveiled… read more

INNOVATION

🇺🇸 The world's quietest leaf blower, powered by electric jet technology

Aviation startup Whisper Aero is focused on creating 'cleaner, quieter, more efficient thrust,' mainly for drones and electric jets. Its latest unveiling is unexpected: a leaf blower that provides… read more

Talk to us

Be sure to ping our editor, Galina Yordanov, if you're working on something we should feature on MakeShift.

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