TrendWatching | MakeShift

Edition #5 • 5-12 September 2023

TREND DEEP DIVE

CODED IDENTITY: Digital customization fuels self-discovery and confidence

Free of IRL prejudice, virtual worlds allow gen Z to express their individuality (47%) and feel good about themselves (43%) through easy avatar customization and digital fashion tools. The internet has long enabled people to create their own identities, but new tools offer levels of customization and immersion – the only limit is the user's imagination. Brands that support people to creatively explore their virtual identity in a way that connects seamlessly with the physical… read more

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INNOVATION

🇦🇺🇪🇺 Touring Australia and Europe, music festival blocks phone cameras with stickers

On its forthcoming tour through Australia and Europe, music festival This Never Happened will ban filming and photography by attendees. To create a more immersive atmosphere for all, stickers will be placed over… read more

INNOVATION

🇺🇸 Pet food brand CESAR is giving out grants to make workplaces dog friendly

Bringing dogs to offices can benefit both their owners and other employees, boosting morale and lowering stress. To help businesses create dog-friendlier workplaces, pet food brand CESAR has set up a grants program that… read more

INNOVATION

🇬🇧 Vivobarefoot unveils VivoBiome: a 3D-printed journey back to custom-made shoes

Once upon a time, tailors sewed clothes for a specific person's body, and cobblers constructed shoes to fit their exact feet. A UK-based footwear brand wants to bring that practice back to life. Vivobarefoot, a barefoot shoe pioneer… read more

INSIGHT

2023 Women’s World Cup players guaranteed payment directly from FIFA

June 8 saw the introduction of a FIFA payment model that guarantees remuneration for all 2023 Women’s World Cup players. Paid directly from the organization, it’s the result of ‘tremendous collective action’ from the players’ union Fifpro and over 150 national team players.

While the global stage is still catching up, many clubs and organizations are advancing gender equality in sports beyond payment parity. Blooming, a soccer club in Santa Cruz de la Sierra, Bolivia, partnered with female empowerment foundation Empoderate on Deporte Y Empoderamiento (‘Sport & Empowerment’), a wellness program for players that addresses issues such as gender violence and leadership.

Remember that just because your company has pay equity (and it does, right? 👀), it’s likely that there are a slew of longer-lasting consequences that you can help to tackle.

INSIGHT

Halal innovations on the rise

Saudi Arabia just announced the dates for the 2023 Hajj pilgrimage, with over 2 million visitors expected – in a return to pre-pandemic numbers. A halal-conforming lifestyle is crucial during the annual pilgrimage but it’s also a year-round affair for practicing Muslims.

These consumers want products and services that fit into their ever-evolving halal lifestyle. In a single generation, halal has expanded beyond food to include travel, beauty, banking, and more – but there’s still room for innovation. We’ve recently seen Foodpanda launch a halal food delivery fleet and FamilyMart roll out an halal-certified convenience store, while adidas created prayer mats for hikers.

With the global Muslim market expected to reach USD 2.8 trillion by 2025, there’s an opportunity to support an expanding demographic. Consider introducing a sub-brand that caters to unique halal preferences or create products that promote inclusivity and encourage those from diverse backgrounds to explore new pursuits.

Trend behind the insight: FAITHFACTURING

THOUGHT STARTER

How are you supporting next-gen creators?

Sephora and TikTok partnered to help aspiring creators navigate the world of creator content, Mastercard is empowering female business owners in LATAM, while eBay and Hatch Enterprise launched a Sneaker Academy. Your take?

INSIGHT

TikTok overtakes traditional media for news

How much internet time do you clock up each day? Chances are it’s less than the 9 hours 15 minutes that netizens in Brazil spend online every day (unless you’re reading this from Brazil of course…). A large portion of that time is spent on social media platforms (40.9% to be exact) and political leaders are catching on. As of April 2023, 6 of the top 10 world leaders on TikTok were from Central and South America.

Social media is changing the way netizens access their news. A June 2023 report from the Reuters Institute found that TikTok is the fastest-growing social media platform for news, with 20% of 18-to-24-year-olds across 46 markets using TikTok to learn about current events (that’s up 5 percentage points from 2022).

Is there an opportunity for your brand to use your platform to keep your consumers informed? Remember, in an era of misinformation, acknowledging potential bias and fact-checking will be imperative!

TREND

Trend hunch: BIODIVER-CITIES

European mayors are focused on the climate crisis: 55% of mayors surveyed emphasize the urgency of taking action to fortify cities against climate change. The result? Communities in Europe, the US and beyond are embracing hyperlocal solutions that tackle large-scale environmental challenges head-on.

We’ve seen a host of industries step up to encourage local rewilding interventions:
🚎 Home & living: Husqvarna created a lawnmower that carves a space for bees in home gardens (remember this one? 😉)
🪙 Fintech: AntGroup launched a mobile game to preserve ancient trees in select Chinese cities

Blooming neighborhoods don’t just look good; they also offer urban healing. Rewilding can transform abandoned spaces into thriving community hubs or create a sense of home for immigrant citizens. How might your brand bring the positive benefits of nature to city dwellers while combating climate change?

Discover 50+ innovations dedicated to urban healing

INNOVATION

🇳🇱 Pop-up restaurant SixtyForty translates 60/40 protein goals into lattes and burgers

SixtyForty, a new restaurant in Amsterdam, has come up with a novel way of bringing climate goals to the dining table. The restaurant follows a 60% vegetable, 40% animal-based food model, serving… read more

INNOVATION

🇺🇸 Coming to major retailers later this year, the first all-Latina line of fashion dolls

Independent US toy brand Purpose Toys is debuting a new line of fashion dolls. Dubbed 'Latinistas', the four all-Latina dolls are a response to the longstanding cultural ambiguity that's prevalent in 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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