TrendWatching | MakeShift

Edition #25 | Your bi-weekly inspiration fix • 14 December - 4 January 2024

TREND

RECLAIMING THE NARRATIVE: Beyoncé reclaims country

Beyoncé's splash in the country music scene is more than just an artistic choice; it's a bold act of reclaiming existing narratives. Facing severe backlash from white country music circles, the furore highlights a critical point: country music and its instruments derive from Black culture.

Beyonce’s forthcoming album challenges the country scene's prevailing cultural appropriation and uplifts other Black artists. Can you empower more people to take back ownership of their past, present and future?

Explore the trend behind the insight: RECLAIM THE NARRATIVE

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INNOVATION

Industry leaders partner on Renovation Revolution to future-proof European building stock

Aiming to harness innovation to reduce energy use and cut emissions in the construction sector, the Renovation Revolution is rallying businesses, sub-national governments and environmental sector non-profits to dramatically increase deep renovation rates across… read more

INNOVATION

Boticário is handing out grippy tools to make beauty products more accessible

Most people open a jar of moisturizer without a second thought. But for people with limited dexterity, such routine cosmetic interactions can be a daily struggle. To remove some common barriers, Brazilian beauty… read more

INNOVATION

To cut down on waste, Champagne Telmont's new bottles come in 193,000 shades of green

When glassmakers switch from one color to another, the in-between glass is deemed unusable. Now, Champagne Telmont will accept transitional colors of glass resulting in 193,000 annual bottles that range from cinnamon to… read more

INSIGHT

Autonomous minibuses introduced in scenic lake area of Hangzhou

Two autonomous minibuses will begin trial operations in the scenic Xianghu Lake area of Hangzhou in April 2024. The city recently joined the ranks of Chinese megacities with a population surpassing 10 million.

As autonomous transport spreads to more regions, how can it be deployed to meet the needs of specific audiences like tourists or seniors?

In South Korea, the Seoul Metropolitan Government is tailoring its public transport to suit morning commuters, running early morning autonomous bus services for essential workers such as street cleaners and security guards. Other autonomous services allow for reservations via an app. How can you leverage existing technology to enhance public mobility and customize the transport experience to individual needs?

INNOVATION

Toymaker partners with WWF Brazil to ensure educational puzzles are credible

WWF Brazil and toy maker Araquarela have joined forces to update four educational puzzles in Araquarela’s product catalog about Brazilian biomes. Featuring animals such as the Capybara, Pantanal Alligator, Ocelot, Spider Monkey and Jaguar, the puzzles underwent a technical review by WWF-Brazil's species specialists and an insert was added to accompany each game with interesting facts about species found in tropical and xeric regions throughout Brazil.

Through this initiative, WWF Brazil offers credibility, while Araquarela brings the fun. How can you enter mutually beneficial partnerships?

Our 2024 LatAm Trend Report is live now!

For a deep dive into the key consumer trends impacting Latin America this year, check out our 2024 LatAm Trend Report. In it, you will find regional takes on AWESCAPES, LIFE LITERACY, EMPATHY ENSURANCE, and much more…

Read the LatAm Trend Report

INSIGHT

Navigating risks and building agility for extreme weather, misinformation and polarization

In 2024, WEF’s top perceived risks remain broadly similar to last year, with one notable shift: AI-generated misinformation overtook cost of living. We’ve highlighted the top three risks based on our macro-trends to manage them over the next year:

🌡 CLIMATE CRISIS: How is your supply chain exposed to climatic extremes? Record-breaking heat, floods and fires underscore the urgent need to prioritize climate adaptation. How can you engineer your supply chains for resilience and safeguard the wellbeing of all stakeholders?

🗞 INFORMATION ABUNDANCE: Amongst AI-generated misinformation, how will you reassess the spread and consumption of information? This need is amplified in countries holding national elections – promoting verified content on platforms like TikTok could circumvent legal shortcomings.

🗳️SOCIAL & POLITICAL POLARIZATION: In an era of division, silence is not an option. Brands can act as mediators, practice transparent communication and foster dialogue. Which strategies will you use to engage constructively in polarizing discourse?

Explore our full overview of 29 macro-trends

INSIGHT

French village votes to ban public scrolling

The quaint village of Seine-Port near Paris recently voted yes in a referendum to limit the use of smartphones in public areas. It applies when walking down the street, entering shops or sitting with others on a park bench. Lost? 🗺️ Ask for directions!

Amidst growing concerns over digital overload and the incessant buzz of connectivity, this decision underscores a collective yearning for simplicity and a return to real-world interactions. It's a reminder that, in an era defined by screen time, there's a growing appetite for experiences that pull us away from our digital shadows and into moments of genuine human connection.

Some other ‘unplugged’ innovations that caught our eye over the last few months:

Phone book is filled with free ideas to help young adults unplug
Sports brand challenges phone users to run further than they scroll
TikTok trend promises to boost wellbeing and help people unplug

INNOVATION

Centering menopause, Tesco dedicates floorspace to products with new MTick label

A new product label is being rolled out in the UK to identify menopause-friendly products, aiming to offer shoppers clarity and guidance. Promoting the MTick symbol, retailer Tesco is showcasing a specially curated selection of… read more

INNOVATION

James Beard Foundation calls on independent restaurants to unite for climate action

Known for its prestigious culinary awards, the James Beard Foundation has turned its attention to the climate crisis. The Climate Solutions for Restaurant Survival campaign marshals the influence and knowledge of chefs… 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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