TrendWatching | MakeShift

Edition #5 | Your weekly inspiration fix • 29 June - 7 July 2023

INSIGHT

Brands combat myopia surge by taking on screen time

As outdoor activities decline and screen usage grows, cases of myopia are rising around the globe. How will you step in? These three brands are already helping consumers adopt healthier screen habits:

ACUVUE’s #MyVisionMySight campaign encourages gen Z to take a social media break
Heineken’s Ghosted Bar urges young workers to leave early and socialize with friends
Apple’s Screen Distance feature reminds users to keep their screens at a safe distance

MakeShift is TrendWatching's free bi-weekly trend publication, bringing you the insights and innovations that will inspire you to create with meaning ❤️

Want MakeShift in your inbox? Subscribe now and join 100,000+ other trend enthusiasts!

Talk to us

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

INNOVATION

🇧🇷 In Fortnite's first indigenous land map, gamers protect the forest and its people

Bridging gaming and environmental activism, the first map of indigenous lands is being brought to Fortnite. O Mapa Originário weaves socio-environmental realities faced by indigenous communities into gaming, aiming to… read more

INNOVATION

🇫🇷 With repairs for EUR 89 plus parts, Upway comes through for VanMoof riders

Anyone interested in tech or startups will have heard of the bankruptcy of VanMoof, the Dutch brand that pioneered stylish and tech-intensive urban e-bikes. Soon after the news broke, competitor Cowboy launched… read more

INNOVATION

🇬🇧 For surfers unsure about an eco alternative to neoprene, Finisterre offers wetsuit rentals

Neoprene, the material traditionally used in wetsuits, isn't exactly environmentally friendly: it's derived from petrochemicals and is so non-biodegradable that it has been used to line landfills. Outerwear brand… read more

TREND

AGE OF EXUBERANCE: Standing out in the Age of Average 🎀

The Barbiecore phenomenon shows the power that color wields in an era of conformity. By embracing vivid hues, organizations can create playful experiences that deeply resonate with consumers and simultaneously embody self-expression and community. The viral pink pasta on TikTok (12.4 million views and counting… 💖) highlights how Barbiecore is even influencing fans' food choices.

In an Age of Average, it’s more challenging than ever for businesses to stand out. The key to success lies in expressing your brand's uniqueness. FIAT recently decided to scrap gray from its range of car colors, demonstrating that businesses can infuse life into their brand by embracing colors that evoke emotions, or rejecting those that don’t.

So, what are you waiting for? Dive in and saturate your brand with vibrancy and character! 🎨💫 And no, we don't mean literally painting the walls, but if it works for you… who are we to judge?

Discover 50+ other brands that amped up the fun in recent months

INSIGHT

Z-level executives: How gen Z advisory boards are shaping beauty and lifestyle brands

Why are Pentland Brands, The Body Shop and Puma forming under-30-year-old advisory boards?

They’re aiming straight for the source! 🏹 These brands have recognized gen Z's growing market share and their preference for brands that prioritize social responsibility and inclusivity.

To stay relevant, these companies have tapped into youth advisory boards for insight on product development (The Body Shop) or sustainability strategies (Puma) and, as a side effect, are fostering loyalty through transparency and authenticity.

How could your brand benefit from gen Z's input? Consider developing a COUNSEL CULTURE that actively engages with your intended audience.

THOUGHT STARTER

'👍' now legally binding

A landmark ruling in Canada 🇨🇦 has indicated that a thumbs-up-emoji is as legally binding as a signature ✍️. Considering that emojis speak louder than words by law, how can you utilize them to level up your communication? 🤔💡

INSIGHT

Women’s World Cup advert reveals gender bias

A viral Women’s World Cup spot has forced some viewers to confront their gender bias (if you haven’t seen it, watch through the end).

Media coverage of women’s soccer is picking up pace, but research reveals that the beautiful game still isn’t equal. A June 2023 study by the European Club Association revealed that 82% of top-division female soccer players in Europe experience discomfort when wearing soccer boots, simply because they were designed for men’s feet.

By increasing the profile of women’s sports through coverage, by supporting research and by developing female-centered products for players and supporters alike, brands can advance equal pay, equal opportunities to participate and even reduce injury. How can you change the perception and results of women’s sports?

INSIGHT

Gen AI in financial services: use cases for consumer-facing scenarios

Consumers are open to using AI in banking, with 53% across the US, Europe and APAC saying they would trust generative AI-assisted financial planning

But ethical and legal guardrails mean that financial services providers need to tread carefully, and many are hesitant to deploy ChatGPT-like tools in consumer-facing scenarios. Still, there have been some developments: One Zero’s gen AI chatbot answers customer questions, Klarna’s AI-powered plugin provides personalized product suggestions and Monuta’s AI chatbot helps clients consider their funeral arrangements.

How will you implement generative AI to simplify (overwhelming) financial interactions and elevate the customer experience?

Read our Financial Services Industry Update for more in-depth insights

INNOVATION

🇩🇪 Open Funk debuts repairable kitchen blender that works with regular glass jars

E-waste keeps piling up as we buy, discard and replace. German startup Open Funk is challenging that cycle. Its first product is a blender dubbed re:Mix. The appliance was designed for repair and reuse, with modular… read more

INNOVATION

🇬🇧 UK recruitment agency Reed tackles green retrofitting skills gap with new training venture

To reach a national Net Zero target by 2050, gas boilers need to be phased out across the UK. That, in turn, requires qualified workers. Reed has just launched Reed Environment to bridge the green skills gap. Research by… read more

Talk to us

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

NEW | AI x TRENDS x IDEATION Webinar

8 April 2025