TrendWatching | MakeShift

Edition #13 | Your weekly inspiration fix • 31 August - 6 September 2023

INSIGHT

Getty Images takes the lead in shaping an equitable AI tool

Alongside AI updates from Microsoft, Spotify and Google, Getty Images announced an upcoming AI generator tool that relies exclusively on its datasets and promises fair compensation for contributing artists. After taking legal action against Stable Diffusion, Getty wants to make equitable AI a reality. As AI advances to the point where it can see, hear and speak, brands should ensure the tools they develop are ethical and unbiased.
Will you?

See the trend behind the insight: SUPERHUMAN RESOURCES

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INNOVATION

🇳🇱 Swapfiets urges city councils to reinstate car-free Sundays and uses AI to envision outcome

For three months beginning in November 1973, the Dutch government prohibited private motor vehicles from driving on Sundays to reduce oil consumption during the OPEC energy crisis. Now, half a century later… read more

INNOVATION

🇺🇸 Ulta Beauty trains sales associates to help them (and customers) ditch negative self-talk

When advising on a new lip color or brow gel, sales associates at Ulta Beauty regularly hear customers speak harshly about their own appearance. To understand how negative self-talk can get in the way of experiencing… read more

INNOVATION

🇧🇪 A spinning wheel tags game for kids to play while ensuring none are left out

In Bornem, a village south of Antwerp, a schoolyard innovation has been installed to prevent playtime exclusion. The HAPPY Speeltijd is a large, wall-mounted wheel that kids spin to decide what to play next. A key feature? Any child who touches… read more

TREND

HEALING ESCAPISM: Brands tap into fandom to heal tired adults

Google Trends has revealed that the search for ‘I am tired’ reached an all-time peak in August 2023. Worldwide burnout levels are leaving stressed-out adults too tired to eat, workout or sleep.

In the light of global fatigue, 89% of individuals across the US, UK and China believe having fun is a necessity and keeps them going in tough times. Nostalgia can provide escapism; witness how kidults are gravitating towards Squishmallows and visiting Disney theme parks.

Against this backdrop, brands are leaning into adult fandom to provide healing through escapism. A Shrek Airbnb rental provides a tranquil retreat in the Scottish countryside, Studio Ghibli inspires fans to cook with recipes from its animations, while Calm has integrated Disney princesses into meditation. Could your brand help people practice self-care by immersing themselves in nostalgic fandom?

INSIGHT

Reusable period products get legislative push in Catalonia

From 2024, all menstruating people in Catalonia will have access to free organic period products through dispensers in public facilities. Notably, reusable products will also be offered and restrooms adapted to facilitate the use of menstrual cups.

As inflation soars, many are struggling to afford menstrual products, with the impact felt in Australia, France, Ghana and beyond. Providing free tampons, pads and cups is a significant step in addressing this issue. How can brands further expedite the transition to sustainable period products?

THOUGHT STARTER

Profitability & sustainability not mutually exclusive

2023 is the first year sustainability overtook productivity and profitability as the top priority for CEOs in Canada.

How can you tie in consumers’ green expectations with profitable growth?

TREND

SECOND LOVE: Playful innovations foster a ‘fixit’ culture for kids

As more governments around the world take steps to solidify the right to repair tech devices, mobile phone ownership among children in the UK is only getting younger (with half of UK children aged 11 owning smartphones). This underscores the urgency to impart a ‘fixit’ culture among younger consumers.

Some innovative brands are finding playful ways to teach kids the value of repairable and enduring products. Landor & Fith’s modular kit nurtures an understanding of product craftsmanship, while Kibu's headphones empower kids to get hands-on with assembly and repair.

Major brands: How will you enable kids to reclaim autonomy over their possessions?

TREND

BEYOND WORDS: When engaging experiences meet creative comms

We’re living through a time in which a ‘thumbs- up’ emoji is legally binding and memes are a new love language. With digital media creating expectations for more creative comms, simple text and image no longer carry the same impact.

To reach consumers, brands are going beyond words: we’ve recently seen gaming used as a tool to promote empathy. By leveraging popular entertainment platforms like Fortnite and creating experiences that simulate real-world concerns, organizations can connect with new audiences while educating people about critical issues. How can your organization use tech platforms to bring consumers or employees closer to the causes you champion?

Discover 20+ recent BEYOND WORDS innovations

INNOVATION

🇬🇧 New ad by energy supplier OVO is only served when the power grid is greenest

British energy company OVO recently introduced Power Move, which rewards customers for reducing their peak-time electricity use. Now, OVO has launched a marketing push to match: a digital… read more

INNOVATION

🇧🇪 Antwerp residents test noise-canceling fountains to mask traffic noise

Urban noise is pervasive. To tackle it, the district of Berchem in Antwerp is turning to a blend of technology, community input and natural ambiance. District mayor Evi Van der Planken is spearheading… 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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