TrendWatching | MakeShift

Edition #10 | Your weekly inspiration fix • 3 - 9 August 2023

INSIGHT

Ensuring fairness as generative AI sweeps across the entertainment industry

Across the entertainment spectrum, from Hollywood to Gizmodo, the line between automated and human-generated content is blurring, with AI-generated content taking a slice of the revenue pie. Consider how automated content is monetized in your industry. What measures can you employ to ensure fairness amidst the growing influence of automation? Adopting blockchain for royalty management is one route; redirecting revenue to human artistry is another.

Trend behind the insight: SUPERHUMAN RESOURCES

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INNOVATION

Peace soy milk preserves skills and flavor of Japan’s disappearing tofu shops

From the fields of Omihachiman in Shiga Prefecture comes a new plant milk with ties to the past: Peace. While major brands have sidestepped soy milk for alternatives like oat, Peace leans into Japan's deep-rooted… read more

INNOVATION

Belgian insurer creates playful playground benches to slow muscle loss in those over 30

Visit a playground, and you'll likely see children energetically engaged while their parents sit sedentary. Most remain blissfully unaware that age-related muscle loss, termed sarcopenia, begins around the age of 30. But that… read more

INNOVATION

Peeling African-grown cashews in Asia is nuts. Johnny Cashew saves them a 12,000 km trip

A whopping 55% of the world's cashews grow in African nations, but 88% are sent to Asia for shelling before being shipped to other continents for consumption. Nuts right?! Johnny Cashew is taking an alternative… read more

INDUSTRY TREND

HERITAGE HERESY: Museums revive collections with brand collaborations

The art world is still feeling the pandemic pinch, with the top 10 museums globally experiencing an average 20% drop in attendance in 2022 versus pre-2019 levels, likely the result of rising costs and lingering COVID-era restrictions. Some innovative institutions are looking to counteract the shortfall with surprising brand collaborations that reimagine existing collections.

Last month, Lancôme and the Musée du Louvre partnered on a beauty collection inspired by nine sculptures from the Parisian museum. Meanwhile, The Met is engaging young people on Roblox with digital wearables inspired by its collection and Amsterdam's Rembrandt House Museum partnered with Henk Schiffmacher to launch a pop-up tattoo studio channeling Rembrandt van Rijn's iconic style.

Time to reconnect with your audience – or appeal to a new one – by disrupting your narrative? Experimenting with new tech or collaborating with surprising brands could help you overturn tradition and find new relevance.

Discover 20+ other cross-industry HERITAGE HERESY innovations

INSIGHT

The creator economy continues to grow globally

While the growth of new creators in the US has slowed by 25% YoY, it’s surging in other regions. According to data published by Stripe, Thailand, Brazil and Romania are the fastest-growing creator nations, with Europe and the Middle East doubling their share of creators since 2021.

As the number of creators multiplies globally, the percentage earning a living wage is in decline: in the US, just 2.8% meet this threshold, down from 4% in 2021. These challenges could explain the slowing growth in the region and highlight how brands can help established and emerging creators earn consistently. Flavrs rewards loyal creators with company shares, while Visa has partnered with Karat Financial to launch a credit card for creators.

Your take?

THOUGHT STARTER

Gender parity at all-time low, or is it?

The gender gap in the US workplace has reached a record low. However, the ongoing gender chore gap continues to threaten women's retention in the workforce and their access to high-worth positions. How can you provide support?

REGIONAL TREND

ENTREPRENEURIA: Entrepreneurs build back Africa’s food ecosystem

As climate-related threats cast a shadow over food production in Africa, last week’s Africa's Food Systems Forum 2023 called on entrepreneurs to 'build back better food systems and food sovereignty with youth and women at the center.'

Some recent innovations:

Rootical Start-up Studio is reshaping the food system in Uganda by backing social entrepreneurs who establish regenerative agri-food businesses
The Artemis Project is leveraging AI and imaging technology for real-time crop data, empowering farmers to boost yields in harsh climates
Beans is How is on a mission to double global bean consumption by 2028, starting with Kenya, by encouraging consumption and sustainable production of the nutritious legume

As technology drives improvements in food production and drought-tolerant crops make a comeback, how can your brand inspire positive changes in food production and consumption?

INSIGHT

Bhutan's blockchain-based digital ID gives citizens control over their data

A vast majority of consumers (81%) believe that new technology will inevitably chip away at their privacy. The Buddhist kingdom of Bhutan, however, is offering a different path. It’s rolling out a national digital identity system built on the blockchain to give citizens complete control over their data – also known as "self-sovereignty". Even the government can't access this data without explicit consent.

While 11 countries have already implemented large-scale digital identity systems and many others are trying to digitize their public services, concerns persist regarding data control and privacy.

By 2030, an estimated 80% of Europeans will use Digital Identity Wallets, raising the stakes when it comes to personal data breaches. As consumers come to expect next-level data security, what steps are you putting in place to consolidate their trust?

INNOVATION

Silent treatments to gender-affirming workshops: Lush's HairLab aims to restyle the salon

Lush, best known for its bath bombs and stance against animal testing, is opening a hair salon in Brighton. With HairLab, the brand aims to tackle waste issues by recycling elements typically discarded, like aluminum… read more

INNOVATION

Tablecloths to trousers: Martan turns discarded linens from luxe hotels into chic attire

Martan purchases discarded linens from high-end hotels to craft into wearable pieces. Some fabrics are left white, some highlight original, woven-in jacquard designs, and others are dyed or screen-printed… read more

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

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