TrendWatching | MakeShift

Edition #9 | Your weekly inspiration fix • 27 July - 3 August 2023

TREND DEEP DIVE

NICHE NETS: Meaningful travel requires authentic recommendations

In the past year, big-time travel influencers have lost their power, giving way to micro-influencers. But with ‘authentic travel’ now commodified beyond recognition, travelers will seek recommendations beyond social media – turning to niche experts, friends and family to find truly meaningful travel opportunities. This travel take… read more

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INNOVATION

🇬🇧 Using environmental DNA, NatureMetrics enables brands to track their biodiversity impact

At COP15, NatureMetrics launched the world's first nature performance monitoring service powered by eDNA technology, which translates collected data into key indicators that are easy to understand for… read more

INNOVATION

🇯🇵 7-Eleven scans palms to check if customers are eating their veggies

It's common knowledge that a diet rich in fruits and vegetables boosts health and longevity. Instead of just telling people to fill up their plates with plants, 7-Eleven now shows them whether they're eating well. In numerous… read more

INNOVATION

🇺🇸 Dove tackles underarm taboos with NYC subway campaign

In the sweltering days before New York Fashion Week, Dove continues its celebration of real beauty and body positivity with an invitation to #FreeThePits. The campaign features women and female-identifying… read more

TREND

MONOPOLY MUTINY: The ethical challenger brands shaking up Big Business

Consumers love an underdog. While US consumer confidence in big business is at just 14%, their faith in small businesses is at a healthy 65%. One driver is a growing awareness of MNCs’ monopolistic tendencies, which is leading consumers to seek out smaller and more ethical alternatives.

Across industries, disruptor brands that promise more human-centered alternatives to popular services are springing up – whether it’s Fairbnb, a community-centric alternative to Airbnb, or the ride-hailing app MobizapSP which is paying its drivers a fair wage (ahem, Uber).

If you fall into the ‘big business’ category, which steps can you take to retain flighty consumers? That might mean cutting back on in-house brands or working with challenger brands to reorient your direction for the better.

INSIGHT

Japan's labor market welcomes 70-year-old workers

Japan's labor crunch is hitting hard. The solution? Hiring seniors. With an aging population, Japan Inc. has turned the problem into an opportunity. According to an early 2023 study, four out of every ten Japanese companies recruited folks aged 70 or over in 2022.

Other nations facing similar demographic challenges, such as Germany and Singapore, are encouraging individuals to remain in the workforce well into their 60s and 70s not only for financial stability but for mental health, social interaction and self-esteem. Then again, one size doesn't necessarily fit all. 😉

Over in the UK, companies are actively tapping into the potential of older workers by hiring, training, and retraining them. And there's new movement within this space too – "grandparents leave" – aimed at retaining older employees and offering fresh benefits. As the workforce evolves, how is your organization moving with the times?

THOUGHT STARTER

Apple switches position on ‘Right to Repair’ bill

From latecomer to trailblazer. On top of endorsing the Californian bill, Apple has been building an industry lead on repairable devices as seen with its recently upgraded Self Service Repair program. Our take? You’re early until you’re late!

TREND UPDATE

SWAPPORTUNITIES: Brands help ‘nonconsumers’ convert their assets into currency

The most recent G20 meeting did little to quell inflation anxiety. With 90% of global consumers adopting cost-cutting behaviors to combat the high cost of living, there’s an openness towards purchasing models that make products and services more accessible (see Telfar and McDonald’s).

To win over this growing demographic of cost-conscious ‘nonconsumers’ (those limiting their consumption), brands are trialing commerce models that remove money from the equation. Whether facilitating the exchange of goods or knowledge, innovators across industries are radically reconsidering the point of sale.

Your response? Set the agenda! Swap shops are nothing new, but brands have yet to formalize swap models long-term or integrate them into their existing online infrastructure. There’s a clear opportunity to create a swap equivalent that rivals world-leading P2P platforms like Depop. You could set a template for other brands to follow.

Check out the full trend update

INSIGHT

Union launches catered to digital creators

Last week, The Creators Guild of America was launched to protect the rights and interests of digital content creators. While not a traditional labor union, CGA offers benefits akin to unions, including advocacy for equitable compensation, project accreditation and networking opportunities.

Navigating the constantly shifting terrain of social media, with its unpredictable algorithms, has presented creators with a multitude of challenges, ranging from securing fair compensation to preserving ownership of their creative work.

The CGA is the latest initiative aimed at organizing creators and establishing industry standards. For those collaborating with creators: are you prepared to meet their evolving expectations?

Learn more about the enterprization of consumers

INNOVATION

🇫🇷 An e-bike that doesn't need to be plugged in? Pi-POP runs without a battery

Most e-bikes are powered by lithium, bringing environmental and social downsides. Now, there’s a lithium-free alternative: electric bicycles that work without batteries, by French startup Pi-POP. Instead… read more

INNOVATION

🇬🇧 Ice cream made with less toxic cow burps debuts at London's Ruby Violet

Methane is a potent greenhouse gas capable of trapping more heat in the earth's atmosphere than carbon dioxide, scientists and entrepreneurs are scrambling to find a solution. A frontrunner… 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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