TrendWatching | MakeShift

Edition #5 • 5-12 September 2023

Trend

FANDOM 3.0: Are you ready for the next evolution of fan culture?

In the age of web3, there are more opportunities than ever for fans. They can interact with creators on decentralized platforms, and enjoy a new level of engagement and collaboration. This shift has also given rise to new forms of fan-driven content creation and curation, with fans empowered to shape the cultural conversation. Entertainment brands that recognize these emerging communities and invest in authentic engagement strategies will be well-positioned to tap into this growing cultural force... read more

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Innovation

🇸🇪 Grown-up climate ambitions for Swedish preschool as EU's first electrified building site

While creating space for a new generation of children, a preschool in central Sweden is also pioneering a novel method of construction. Breaking ground this month, Ottfjället preschool in Östersund will be the EU's first fully electrified building site... read more

Innovation

🇺🇸 With new prompts and badges, dating app Bumble encourages users to open up about mental health

According to a recent survey by Bumble, 55% of users prioritize openness about mental health journeys when seeking potential partners. Catering to this demand, the dating app has introduced new profile prompts and badges centered around self-care... read more

Innovation

🇳🇱 Chocolate brand Tony's Chocolonely adds legal locks to protect its mission forever

Tony's Chocolonely just unveiled its new legal structure: Tony's Mission Lock. The framework aims to institutionalize the chocolate firm's goal of eliminating child labor and illegal labor from the chocolate industry, regardless of potential changes in governance... read more

Insight

Crocs delays net zero commitment by ten years

In April 2023, Crocs announced it would postpone its net zero commitment by a decade, with the brand admitting that it didn’t establish a baseline for greenhouse gas emissions when making the initial net zero by 2030 pledge.

This delay highlights the challenge many brands face in bridging the gap between sustainability promises and actions. It's not just Crocs. Gucci reportedly removed ‘carbon neutral’ claims from its website, just as the European Parliament approved a proposal to ban greenwashing claims.

After Crocs’ announcement, Allbirds reached out, expressing their willingness to share knowledge and assist with sustainability practices. That’s not such a bad idea: finding the right partners and embracing open source solutions will help brands solve huge industry-wide challenges. Time to work with a competitor to get things done?

2023's most promising open source partnerships

Trend

SPECULATIVE AI: “What if the Philippines was never colonized by Spain?”

Despite the controversies surrounding AI, the technology is proving invaluable in exploring alternative realities and uncovering deeply rooted prejudices and biases. By using AI to generate images and videos that critically question oppression, such as that of the Global South, people are initiating conversations that empower marginalized individuals and reclaim cultural identities.

By fostering a deeper understanding of historical injustices, brands can align with values centered around social responsibility, actively engage in these conversations – and literally alter consumers’ perceived realities.

How will you harness AI to imagine a more hopeful future while also helping consumers to understand the impact of their actions?

Insight

Can you imagine a world without social feeds on Sundays?

This EU directive isn’t real (we wish!) but the need to reduce screen time is: screen time reduction apps won big at the EU-Startups Summit in April 2023, while screen queen TikTok is taking matters into its own hands. Your take?

Trend

Trend update: ACCLIMATORS

Climate change-related heat waves broke records in April with temperatures reaching 41°C (106 F) in Marrakech, Morocco. Those temperatures aren’t usually seen until the peak of summer. Not everyone is equipped to deal with this. In some parts of Latin America, the Middle East and Africa, electricity is a luxury that's in short supply. Meanwhile 67% of North America could experience blackouts in the coming months.

Some brands are stepping in! Launching in Morocco and Turkey, Budwesier’s Ground Cooler is the first sustainable cooler that can refrigerate drinks below 6°C without electricity. Brahma Paraguay found a way to help people beat the heat (and power outages) while promoting their Grapefruit Brahmita beer.

As temperatures increase, so will the need for ACCLIMATORS. How will you help consumers keep their chill?

Trend

SAVINGS BY DESIGN: Providing support in the new context of value

What do Google Flights and Wizz Air have in common? In April 2023, both tested price-saving programs to appeal to value-conscious consumers. Google promised cash back if flight prices dropped after booking, while Wizz Air introduced a flight subscription service with four options.

But there’s a twist. Gen Z, the demographic most affected by eco-anxiety, is prioritizing climate-conscious choices. In fact, 77% of US gen Z advocate for lifestyle changes to combat the climate emergency, and the environmental impact of air travel may influence their decision-making (WildAid, January 2023).

Consumers of all ages have an increasingly broad perspective of value and brands (particularly those in polluting industries like air travel) need to approach discounts with care. Some consumers will appreciate the chance to explore on a budget; for others, the thrill of saving money might not be enough to outweigh the eco guilt.

View 25 other SAVINGS BY DESIGN innovations

Innovation

🇸🇬 Flash Coffee defaults to oat milk in a #SipForChange

Last week, Flash Coffee announced that oat milk is now the default for all of its milk-based beverages. The move comes at no extra cost to customers and is part of the brand's #SipForChange initiative... read more

Innovation

🇸🇪 New rewilding mode on Husqvarna robot lawn mowers creates habitat for bees and butterflies

Manicured lawns provide scant shelter for living creatures. Which is why Husqvarna, the Swedish manufacturer of outdoor power products, has introduced Rewilding Mode to its lawnmowers... 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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