TrendWatching | MakeShift

Edition #1 | Your weekly inspiration fix • 1 - 8 June 2023

INNOVATION DEEP DIVE

SKILL SCALERS: Enabling people to succeed in a rapidly changing digital context

Unicorn startup Rappi announced a collaboration with Microsoft to promote digital inclusion and economic progress in Latin America. Dubbed 'Tech for All', the initiative seeks to provide free education in digital literacy, entrepreneurship, data analysis and business administration to Rappi's delivery workers and their families. The program, launched in May 2023 and implemented through Microsoft Learn, provides access to more than 1,500 modules in various languages and is… read more

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INNOVATION

🇫🇮 Dialing down distractions, the Finnish island of Ulko-Tammio goes phone-free

Claiming to be the world's first phone-free tourist island, Ulko-Tammio, nestled in the Eastern Gulf of Finland National Park, is urging visitors to switch off their smart devices, unplug from digital distractions and… read more

INNOVATION

🇳🇬🇺🇸 Johnson & Johnson funds library of medical illustrations featuring people of color

In a pragmatic move to improve racial equity in healthcare, Deloitte has launched Illustrate Change, the most extensive library of diverse medical illustrations. Developed alongside Nigerian medical illustrator… read more

INNOVATION

🇬🇧🇳🇱 Backed by research, Maltesers' #Motherlovers campaign is more than a sweet message

Maltesers’ new on-pack messages are part of an integrated campaign by the Mars-owned brand and can be spotted in both the UK and the Netherlands. With #Motherlovers, Maltesers is calling on people around working mothers… read more

TREND

PERSON-ALIZED: human content in an AI-driven context

Last week, Google officially launched Perspectives, an AI-powered upgrade to its search engine. It makes it easier to find answers from real people – think excerpts from Q&A sites, personal vlogs, comments from Reddit and more.

The internet is drowning in AI-generated content, and search engines are increasingly ad-driven. Consumers crave trustworthy sources: 78% of US adults demand clear AI disclosure, per an April survey by The Verge. Many are turning to crowd-powered platforms that offer more authentic advice and recommendations. We’ve recently seen:

Atly – a real-world Reddit for sharing maps with friends and followers
Xiaohongshu – lifestyle advice based on forums and reviews
Diem – a knowledge hub combining AI-generated advice with the collective voice of women and non-binary individuals
Out Of Office – curated travel recommendations from friends and influencers

How will you put the person back in personalized?

INSIGHT

Tackling trolls to defend athletes’ mental wellbeing

During the May 2023 French Open, the French Tennis Federation (FFT) took a proactive stance against online harassment. To safeguard players' mental wellbeing, the FFT gave players access to Bodyguard.ai, an AI tool that can block abusive social posts. At the start of the month, The AP reported that soccer players were using similar software.

The impact of social media on the sports sector cannot be underestimated, both from an economic and cultural perspective. But the anonymity the platforms provide is also a breeding ground for racism and abuse. A report released in June 2023 by FIFA revealed that AI identified over 280,000 abusive social media posts targeting players, officials and coaches during the Qatar World Cup in 2022. It’s not just athletes that have to deal with online abuse. Cyberbullying is an issue across India, China and Europe.

Some brands are stepping up and positioning themselves as advocates for a safer and more inclusive internet. Will you?

Trend behind the insight: CIVIL MEDIA

THOUGHT STARTER

A new era of ‘cultivated’ meat production

Lab-grown meat is coming to the US! After receiving certification from the US Department of Agriculture (USDA), UPSIDE Foods and GOOD Meat (Eat Just) will be the first companies allowed to sell ‘cell cultivated chicken’. Are you ready to fake it?

TREND

BEATING BLAH: dialing up the thrill factor in a state of permacrisis

The world is in a state of permacrisis… and people are feeling the strain. Many are opting out of news content: Reuters Institute’s 2023 Digital News Report, released in June, revealed that more people are intentionally avoiding ‘emotionally draining’ stories and seeking more uplifting content.

There’s an opportunity for bold brands to serve up fun and surprising experiences that jolt people out of their malaise. We’ve recently been thrilled by:

🕺IKEA, who allowed people to let loose and have a blast with in-store raves
🏞️ Of course, L.L.Bean's campaign that we recently featured, which encouraged people to unplug from technology and re-plug back into nature with resources, tips and tools
🎵 Budweiser’s vinyl bar coasters that double up as playable vinyl records and promote emerging musicians in Brazil

What emotional triggers will resonate with your customers?

Discover how 50+ other brands are BEATING BLAH

INSIGHT

Micromobility sees comeback with enhanced safety features

Since the start of July, a driver’s license is no longer required for e-scooter users in Japan. In the US, cities that once banned shared micromobility providers are reversing their decision.

What’s driving (!) this U-turn? Shared mobility is a balance between safety and convenience with cohesion between mobility providers, government and infrastructure providers. Brands can join in too. How can you keep riders and pedestrians safe and help to shift public opinion in favor of micromobility?

Some safety routes to consider:

Safety campaigns: Poland’s police force is spreading the word
App requirements: Micromobility provider Luup has introduced heightened background checks, a rating system to prevent reckless driving, and a new traffic test to pass before taking a ride
Activations within geofencing and parking zones: these could be physical, virtual or hybrid

INNOVATION

🇺🇸🇩🇰 Mastercard's new tool enables people to cancel subscriptions straight from their banking app

From streaming services to meal delivery, Mastercard is introducing a new feature aimed at giving consumers full and frictionless control over their subscriptions. The initiative comes as the subscription economy… read more

INNOVATION

🇬🇧 Retail partners go circular, as furniture by John Lewis uses leather from Waitrose farms

British department store John Lewis is taking a collaborative approach to making its leather chairs and sofas more sustainable and ethically sourced, announcing that all leather used for the store's own-label… 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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