TrendWatching | MakeShift

Edition #2 | Your weekly inspiration fix • 8 - 15 June 2023

TREND DEEP DIVE

FULL DISCLOSURE: APAC’s workforce has new expectations

When just 38% of employees in Asia Pacific say their expectations are met at work, there’s an opportunity for brands to close the growing gap between what workers want and what employers are offering. In 2023, in spite of turbulence, skilled APAC workers who know their worth — and value their mental wellbeing — will continue to push for more information about workplace practices, WFH options, salary and career progression before they sign on the… read more

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INNOVATION

🇸🇪 Thule's new air-purifying stroller canopy shields babies from pollution

Thule — a Swedish outdoor and transportation brand — is offering a solution for parents worried about the effects of air pollution on their offspring. Launching this month is the Thule Shine Air Purifier Canopy, an accessory… read more

INNOVATION

🇺🇾 On Children's Day, Uruguay retailer labels all toys gender-neutral

Most toys are still marketed to either boys or girls. Liberating toys (and children!) from those constraints, an Uruguay retailer decided to celebrate Children's Day by marking all of its toys as gender-neutral. Mosca, which… read more

INNOVATION

🇯🇵 Indigo dye turns fashion brand O0u's shop-floor cast-offs into limited edition collection

It's a hazard of fashion retail that after garments are taken into fitting rooms, they aren't always fit to be sold. Japanese skincare brand Sekkisei is partnering with fashion brand O0u to prevent unsellable clothes from… read more

TREND

S.I.P. ECONOMY: Creators seek more reliable income streams

Almost a quarter (24.3%) of influencers are concerned about how algorithms will impact the distribution and reception of their content. Fickle social media companies are also a source of stress: abrupt account closures, a revolving door of features and updates and looming regulations make it difficult to rely on big-name platforms for a steady income.

Every week there’s a new platform to master. Meta just launched Threads, a text-based conversation app built for creators on a decentralized social network. Yes, some platforms are helping creators monetize (see these efforts from YouTube and TikTok) but cynics might say these initiatives are more about market share rather than meaningful support.

Is it time for your brand to reconsider its relationship with creators? Perhaps you could help build a fairer system or help creators diversify their income stream, as Creator Now did?

Read our full report on the S.I.P. ECONOMY

INSIGHT

Job radar: Are AI engineers the new data scientists?

Introducing the AI Engineer: the latest tech role that's making waves. While some are still hyping AI Prompt Engineering, the industry has moved on — and so have the skills required to stay ahead. AI Engineer job descriptions list the need for candidate expertise in AI models and tools, the ability to keep up with updates and to successfully deploy AI products. LEGO and P&G are already adding them to their teams.

As the buzz around generative AI continues, so will concern about what the technology means for workers and those seeking employment. Brands can help consumers gain the knowledge needed to win in a disrupted future — that could mean opening up access to AI Engineers in your organization or rolling out courses that help consumers future-proof themselves.

THOUGHT STARTER

Betterment benchmarks through the roof

La Roche Posay recently broke the Guinness World Record for delivering the most free cancer screenings within 8 hours. Now that’s what we call practicing brand care. What do-good records will you break? 🌱🚀

INSIGHT

World records its hottest day ever last week

The world is melting: data suggests that global temperature records were broken twice last week. Temperatures peaked on July 4th, when the average reached a high of 17.18°C (62.9°F) surpassing the high recorded the previous day (17°C / 63°F). Previously, the hottest day was recorded in August 2016, when the global average reached 16.92°C (62.4°F).

Expect more of the same. The World Meteorological Organization confirmed the onset of El Niño and expects global temperatures to fluctuate significantly in the coming year.

Amidst the escalating heat emergency, it's time for double-duty innovations. Can your brand provide relief from the effects of climate change while simultaneously reducing consumers' environmental impact? See how Airbnb is encouraging hosts to add energy-efficient upgrades to their rental homes.

See how 30+ other brands are offering climate relief

TRENDS

SINGLE SERVE: Women dominate the solo travel industry in 2023

Interest in the #solofemaletraveler hashtag on TikTok has surged by over 100% since July of last year, and its impact extends far beyond social media: From skyrocketing travel bookings in China, a boost in spending power in Qatar, and middle-aged women eclipsing family travel in Australia, solo female travelers are taking the lead!

Some ways brands are catering to this group: Singapore’s Tourism Board is inspiring solo female travelers to explore the country with a local web series. In India, Kerala Tourism is launching a travel app to bolster ‘female-friendly tourism’. And adventure tourism company Intrepid Travel is expanding its women-only trips to include destinations in Southern Asia.

Are you ready to tap into the potential of solo female travel? Consider creating curated content, facilitating social connections, and, of course, prioritizing safety.

INNOVATION

🇺🇸 Challenging stereotypes, Hiki and Getty Images launch #AutisticOutLoud

More often than not, autistic people are portrayed as white boys and men. A new campaign aims to remedy that oversight and sees Hiki, a friendship and dating app for the autistic… read more

INNOVATION

🇨🇦 Dog food brand Wilder Harrier sets up community pet pantries and invites others to join in

Dog food brand Wilder Harrier is addressing the rising cost of living by launching a new resource program — the Canadian company is setting up community pet pantries. Starting off in Toronto in June 2023, the… 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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