TrendWatching | MakeShift

Edition #22 | Your bi-weekly inspiration fix • 02 November - 15 November 2023

INSIGHT

Generative AI terminology dominates UK’s word of the year charts

‘AI’ and ‘hallucinate’ were named word of the year by British dictionary publishers Collins and the Cambridge University Press, respectively.

While AI spins its own fantastical tales through ‘hallucinations’ (instances where chatbots generate inaccurate information), the technology can empower consumers to turn their daydreams into something that’s almost a reality. In 2024, how can you give consumers permission to let their imaginations take flight? See examples from IKEA, Gentle Monster and Hometopia to get started.

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INNOVATION

A menstrual pad that doubles as a diagnostic tool, Q-Pad makes for easy at-home blood testing

Having a blood sample drawn can be unpleasant or downright terrifying for those who fear needles. California-based startup Qvin is tapping into the natural process of menstruation with Q-Pad, a menstrual pad… read more

INNOVATION

LG's new domestic robot monitors home security and reads its owner's mood

Unveiled at CES 2024, this pint-sized, two-wheeled robot by LG is domestic but doesn't scrub floors or iron clothes. Instead, when homeowners are out, the smart AI agent roams around, verifying… read more

INNOVATION

Small footprint, big heart: Vilafranca supermarket designed as inclusive neighborhood hub

Spanish supermarket Caprabo recently opened its first Supermercado Inclusivo y Social (SIS) in Catalonia. In addition to creating jobs for vulnerable groups, the store was conceived as a social hub for its… read more

INSIGHT

Routes to action: How can brands take a stand against the ongoing oppression of Palestine?

Last week, South Africa presented its case at the International Court of Justice (ICJ), accusing Israel of genocide. Brazil’s Universidade Federal do Ceará has openly condemned the ongoing oppression of Palestine, canceling its annual Innovation Challenge between Brazil and Israel.

As the ICJ makes its decision (which may be symbolic rather than enforceable), some brands are taking action. The founder of Huda Beauty openly pledged USD 1 million to humanitarian organizations in Gaza, while students used doughnut company Krispy Kreme’s Group Raise charity program to fundraise. Now, Ben and Jerry’s have called for a permanent ceasefire.

It’s increasingly clear that brand action is required. With grassroots movements gaining traction and widespread support for an immediate ceasefire, the damage of not speaking up could outweigh the benefits of remaining silent. How might you take a stand or offer a platform to make voices heard?

TREND

Rising temperatures for insurers: Brands should reassure consumers in risk-prone areas

As 2023 rounded off, Europe faced widespread damage from flooding. In 2024, Greece will double its funding for natural disasters. Already the most indebted country in the eurozone, the Greek government is struggling to cover climate risks and insurers are either quitting high-risk zones or raising their prices, leaving vulnerable households without insurance.

One solution showcased by a town in Pakistan – a year after being devastated by flooding – is changing its name to ClimateChangeTown.pk in order to raise funds. Initiated by Sindh People's Housing for Flood Affectees, the name change indicates exactly how and where to help (it’s also the first town in the world to change its name to a website). Funds will help rebuild climate-resilient 'pukka' (solid) houses, rather than pre-existing 'kutcha' (mud) homes.

How will you support people affected by extreme weather? Could you partner with financial service providers to offer customers perks or reprieve from rising insurance costs?

THOUGHT STARTER

Permission not required: Consumers 'hack' their apps

Consumers are finding new uses for their apps: confessions on resale app Xianyu, networking on Grindr, and LinkedIn matchmaking (not endorsed!). Can you mitigate adverse effects of app remixes and let customers adapt your services to suit them?

Read REMIX BRANDS for more on how to make your product 'hackable'

INSIGHT

Data sovereignty and the space race: ensuring Indigenous voices are heard

When Lily Gladstone became the first Indigenous person to win a Golden Globe for best actress, parts of her acceptance speech were spoken in the Blackfeet language, exposing 9.4 million viewers to the Blackfeet community (headquartered in Montana, US) and serving as a reminder to understanding the varied rights of Indigenous populations within global discourse.

Beyond the entertainment industry, recognizing Indigenous rights should be considered within pioneering fields that determine our collective future. A recent UNESCO discussion highlighted Indigenous people’s right to own, control and govern their data according to their unique beliefs, while the launch of Astrobotic Technology’s rocket prompted an emergency White House meeting to discuss concerns from the Navajo Nation government about the use of the moon as a resting place for human remains.

It’s more than time to understand and respect Indigenous rights within each industry. How will you approach this in 2024?

TREND

Amidst negativity, amplifying joy can drive customer loyalty

Posts designed to elicit extreme emotions, both positive and negative, are ubiquitous on social media. Meanness can go viral. But, as the deluge of fake Karen videos on TikTok and Instagram reveals, that's more about spectacle than a plea for accountability. Before losing faith in humanity, remember that random acts of kindness are crowd-pleasers, too: a TikTok of a Malaysian content creator spontaneously tipping a delivery rider has been watched over 11.5 million times.

More to the point, it might lock in customers for longer: feel-good emotions are a key driver of customer loyalty, as Ulta explored by ditching customers’ negative self-talk. Alternatively, NYX introduced an allyship pledge to tackle LGBTQ+ bullying in online gaming. How might you create empathetic experiences that keep people coming back for more?

Explore our sub-trend GOOD DEED ECONOMY to learn more

INNOVATION

With co-living units that stack like LEGO bricks, ReHome offers solution to the housing crisis

French architectural firm Cutwork is applying previously tested co-living principles to address the global housing crisis. Initially developed to quickly build homes in Ukraine, Cutwork’s next project ReHome… read more

INNOVATION

This Veganuary, food brand Iglo invites people to examine their inner creature of habit

Veganuary celebrates its tenth birthday this year. In one decade, millions of people have pledged to eat plant-based through January, yet plenty of folks have yet to give it a try. One hurdle?... 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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