Selected by our experts, delivered daily.

Back in March, we asked: Could AI productivity gains unlock the future of 4-day workweeks for all? Flash forward to July, and the answer is looking more like a resounding YES. Bernie's on board, too, arguing that the time saved by AI should be given back to workers, allowing them to spend more time with their families instead of managing their inboxes.

🔁 Following up: A UK four-day workweek trial run by the 4 Day Week Foundation just wrapped — and all 17 companies involved are sticking with it. That's a 100% success rate. And these weren't just startups or niche players. The trial spanned sectors from finance to science.

🚀 Results? Less burnout. Happier teams. No dip in productivity. In fact, many reported gains in efficiency and revenue. BrandPipe, a London-based software firm, saw revenue jump nearly 130%. And they didn't need AI to pull it off.

AI may deliver the tipping point to make shorter workweeks mainstream. From teachers saving six weeks a year on lesson planning thanks to chatbots, to robot arms and digital twins transforming factory floors — AI is quietly reshaping time. If AI can help everyone work smarter, shouldn't everyone, from truck drivers to UX designers, get a slice of that saved time? Forward-thinking innovation isn't just about adopting AI. It's about carefully considering how to spend the time that AI frees up.

A 4-day workweek isn't a perk; it's fast becoming a cultural expectation and a competitive edge. Given the potential for higher revenue, productivity boosts, happier workers and lower employee turnover, rational organizations will:
✂️ Reinvest AI-driven time savings into real flexibility for workers
🧠 Recognize rest as generating ROI
🎯 Sync with Gen Z's rhythm of pause → pivot → purpose (hello, micro-retirements)

According to the Ipsos Pride Survey 2025, more people than ever are identifying openly as LGBTQ+, with Gen Z leading the charge from NYC to Budapest. But while identity expands, acceptance hasn’t kept pace. Here’s your round-up:

🌈 Identity, expanded: Across the 26 countries polled by IPSOS, 9% of adults identify as LGBTQ+. Among Gen Z, that number jumps to 14%.

📉 Rainbow fatigue? While visibility is climbing, support is slipping — especially in Western countries. Since 2021, backing for same-sex marriage dropped by 8% in Italy and 6% in Canada.

🧑‍💻 Gen Z’s gender divide: While 59% of Gen Z women support LGBTQ+ individuals being open about their identity, just 38% of Gen Z men agree — mirroring Millennial (43%) and Gen X (44%) men.

What’s next for brands? As more people live out loud, backlash grows louder, too. Performative allyship? Obsolete. Gen Z expects brands to go beyond rainbow capitalism — be fluent in fluidity, and fearless in the face of pushback.

Your inclusive innovation checklist:

1️⃣ Go structural. Let Pride shift from performance to policy. Nearly 2 in 5 Fortune 500 and Global 100 brands pulled back Pride Month activity this year, signaling fear over solidarity. Flip that.
🇨🇦 Like Egale Canada’s powerful campaign linking historical hate to modern-day violence — a visceral reminder that Pride is protest, not just party.

2️⃣ Rethink representation. Move beyond rainbows. Reflect lived complexity, not clichés.
🇵🇭 Like Home Credit Philippines, where mirrored installations helped employees reflect, literally and metaphorically, on their own Pride stories.

3️⃣ Co-create × queer. With LGBTQ+ creators hit hard by ad spend cuts, your budget can be a force for visibility.
🇺🇸 Like NYX’s Pridemix campaign, amplifying queer music artists during Pride Month.

4️⃣ Create safe spaces. Too often, queer people are misrepresented, or missing entirely, in representation. Build online and IRL experiences where they’re not just included, but centered.
🌍 Like Taimi, the LGBTQ+ dating app whose new Taimi In-Person feature helps users discover real-world LGBTQ+ events — already powering 77+ events in its pilot.

For Gen Z, homeownership isn’t off the table, it’s being reassembled. As prices soar and wages stall, the next generation isn’t bowing out. They’re buying in — together.

A 2025 US report by National MI and FirstHome IQ shows that 32% of Gen Z adults (18–24) are open to co-buying a home — teaming up with friends, siblings or parents. That’s nearly double the rate of Millennials (18%). Sibling co-ownership alone has jumped from 4% in 2023 to 22% in 2025. Gen Z is also more likely than millennials to house hack; they‘re renting out part of their home to make the math work (23% vs. 17%).

💸 Still, only 56% of Gen Z believes homeownership is attainable (vs. 61% of Millennials), so they’re getting creative, with YouTube tutorials and ChatGPT chats fueling their financial literacy.

🛠️ Gen Z is fluent in remix culture. They co-design fashion lines, co-authoring identities, co-building digital worlds, and now, they’re co-owning real ones. For them, ownership is less about solo independence and more about shared stakes, flexible models and collaborative futures.

Yes, co-buying brings complexity (94% of co-owners say they need help managing agreements), but Gen Z is undeterred. They don’t fear the fine print; they value the shared payoff.

👀 Is your brand ready for the co-everything era?

Anime has officially burst beyond its niche status to become a global mainstream phenomenon. According to recent data from Netflix, more than 50% of the streaming giant's subscribers worldwide now tune in to anime content, with viewership tripling over the past five years. In 2024 alone, anime was streamed over 1 billion times on the platform. (Causing Reddit user u/alikamal48 to exclaim "NOOOO, WE'RE ALL NORMIES NOW, IT'S HORRIFYING.")

The genre's cross-cultural adoption is fueled by Netflix's simultaneous global releases, with dubbing available in up to 33 languages (research shows 80-90% of viewers prefer watching dubbed versions). Japanese content now ranks as the second most-watched non-English content globally, with anime driving much of that engagement.

Netflix positions anime as "emotional, bold, and boundless in its imagination," making it a perfect fit for a world in flux. Amid climate crises, geopolitical tensions and AI acceleration, anime offers a form of escape that doesn't ignore emotion. These are stories that stay with people. In a marketplace saturated with content, emotional stickiness is a gold standard.

According to the NIVEA CONNECT COMPASS, a survey of 30,000+ people across 13 countries released last week, people aged 16–24 are the loneliest demographic, with 24% feeling isolated, compared to 19% of all adults.

🙅‍♂️ Post‑demographic pain: Other vulnerable groups? Singles, cash-strapped consumers, rural residents, doom‑scrollers. And yep, young men too.
👯 Support systems: Where real bonds exist, 63% feel happier. Family (67%) and friends (59%) top support lists — yet 31% feel they can’t rely on them.
🤫 Stigma and silence: 56% of lonely people say it’s hard to ask for help, rising to 62% among youth.
⏳ A silent killer: Loneliness slashes life expectancy on par with smoking 15 cigarettes a day, and rivals air pollution, obesity and inactivity. Every hour, 100 people die from loneliness-related causes, the UN health agency reports.
🔁 ICYMI: NIVEA’s first global study, published in September 2024, flagged a 1-in-4 loneliness epidemic, sparking the launch of NIVEA CONNECT — an educational and support system that’s now operating in 30+ countries.

👀 What’s next for brands?
Loneliness has flipped the script: it skews younger, not older. Gen Z, and Millennials too, are juggling competitive wellness, chatbot companionship and long COVID solitude. Hyperconnectivity ≠ human connection.

Your playbook for the connection economy:

📚 Build brave spaces, online and IRL, where youth can show up unfiltered. Think drop-in connection corners that spark micro-moments of belonging. Even better? Make it serendipitous: since reading is proven to ease loneliness and boost the brain, could a book club forge healthy, passion-led connection?

🇩🇪 Partner for proof. Collaborate with mental health orgs, schools and youth leaders. Take a cue from NIVEA Germany’s collab with non-profit krisenchat, offering 24/7 text counselling to guide teens out of isolation.

The carbon contradiction is real: AI is both a climate threat and a climate tool. Energy-hungry, water-thirsty data centers could add up to 1.6 billion metric tons of emissions this decade, especially with fossil fuels still powering much of the AI boom.

✨ The good news? If steered towards decarbonizing key sectors like energy, transport and food, AI could slash up to 5.4 billion metric tons of CO₂ annually by 2030: more than the EU emits in a year. Smart applications — from forecasting renewable supply and optimizing EV batteries to designing alt-proteins — could cut far more emissions than they create.

🔍 The challenge? Spotting the energy-responsible intelligences, using them wisely and filtering out the greenwashers.

💡 The opportunity? A clear call for brands, governments and innovators to guide AI away from climate hypocrisy and towards climate utility.

Two trends your brand can leverage to lead the way:

🔁 LOOPLIFE → Help consumers and employees make low-carbon lifestyle choices using AI-powered nudges and tools

🔎 VERIF-AI → Invest in transparent, traceable AI supply chains and commit to running your compute on renewables

Now’s the time to champion AI-for-planet with practical, planet-positive tools. Brands betting on AI as a sustainability multiplier — not just a productivity engine — will earn both cultural capital and regulatory trust. As carbon-conscious consumers wise up to AI’s true footprint, they’ll reward those building intelligence that serves the planet, not just the bottom line. 🌱

Deloitte’s 2025 Gen Z and Millennial Survey — capturing the voices of over 23,000 young adults across 44 countries — is a temperature check on two generations navigating a world in flux. What’s the vibe? Anxious, ambitious... And absolutely done with broken systems.

💸 Money’s tight: 48% of Gen Z and 46% of Millennials live paycheck to paycheck — a jump from 30% and 32% in 2024. No wonder side hustles are still going strong. But 8-in-10 say both their day-to-day finances and long-term prospects are stressing them out.

🧘‍♀️ Mental ladder: 40% of Gen Z and 34% of Millennials feel anxious or stressed all or most of the time, especially women and on-site workers. Burnout is blazing, with 2-in-5 saying it’s common at work. Only 6% of Gen Z see leadership roles as a priority. The climb? Not worth it without support.

🌍 Climate anxiety is real: Two-thirds (65% of Gen Z and 63% of Millennials) say they’ve felt eco-anxious in the past month. And it’s career-relevant: around 1-in-5 research a company’s environmental impact before accepting a job offer.

🌱 Purpose isn’t optional: 89% of Gen Z and 92% of Millennials say having meaning at work is essential to job satisfaction and overall wellbeing. They expect employers to walk the talk on climate, DEI and flexibility.

🤖 GenAI? GenWho? 6-in-10 are already using gen AI at work, but only a third say they’ve received enough training. There's curiosity and excitement, but also anxiety: 60% fear being replaced by automation. 

Gen Z and Millennials are rewriting the rules of work and consumption — blending purpose with paychecks, normalizing mental health support and demanding real flexibility and upskilling. Brands that ignore these signals risk irrelevance. Those that invest with empathy? Future-proofed — especially with this cohort set to make up 74% of the global workforce by 2030.

📊 For more numbers, dive into the full report

🧱 LEGO just dropped more than a remix. Teaming up with RUN DMC and a global crew of Gen Z and Gen Alpha icons, the She Built That campaign rewires the 80s hip-hop classic It’s Like That into a bold anthem for the next generation of girl builders. Youth talents like DJ Livia, Nandi Bushell, Pink Oculus and Cacien front the reimagined track and music video, which features RUN DMC’s original duo as LEGO Minifigs. Their message? Building isn’t a boys’ club.

📈 The campaign lands alongside LEGO-commissioned research showing that stereotypes continue to stick: while nearly all parents say they build in daily life, only 57% of moms see themselves as good at it. 39% of kids still picture “a man on a construction site” when they hear “builder,” and girls are five times less likely to be seen as natural builders. The good news? 92% of kids believe everyone should feel empowered to build – and 86% want the creative toolkit to do it.

🛠️ So LEGO isn’t just remixing a song; it’s rewriting the narrative. Alongside the music video, the brand has expanded its Creativity Workshops (online and in-store) and launched a new game where kids can direct their own She Built That video, complete with avatars, backdrops and side quests. The next phase of the campaign drops later this year with a clear message: girls have always been builders, and now the world gets to see that.

✨ Why it matters: Gen Alpha girls are already building — audiences, beats, brands, businesses. They’re looking for brands that don’t just talk representation, but reconstruct it. She Built That is a blueprint for cultural remixing: legacy IP + Gen Z talent + Gen Alpha power = inclusive impact. Can your brand turn representation into reconstruction, too? And as Gen Z flocks to blue-collar creativity amid white-collar automation, Gen Alpha will demand a future where everyone sees themselves in the blueprint.

According to the latest WMO report, there's an 80% chance that at least one of the next five years will top 2024 as the hottest year on record. And with the US, UK and India all forecast to break summer heat records this year, 2025 could set a new global high before the year is out.

The Northern Hemisphere needs to brace for impact: prolonged heatwaves, wildfire risks, water stress and overwhelmed infrastructure. Public health, food systems and worker safety are at risk, and marginalized, aging and outdoor-working populations are especially vulnerable.

The climate crash isn't a distant scenario — it's at your customers' doorstep. No matter your innovation category, consumers expect brands to help them adapt to climate change's immediate effects. So, how are you helping people stay cool, safe and resilient — now?

🧊 Can your product line offer instant cooling relief, like skincare formulas tailored for citizens in tropical Malaysia?
🧴 Can you reimagine product utility, à la KFC turning sauce packets into sunscreen for delivery drivers?
🏠 Can your tech mitigate risk, like insurers using digital twins to help homeowners preempt wildfires?

Salesforce just dropped the 6th edition of its Connected Shoppers report, the result of surveying 8,350 consumers and 1,700 retail leaders across 21 countries. The headline? 85% of retailers agree AI is transforming retail. No shock there. From synced services to AI agents buying on shoppers’ behalf, the path ahead is paved with seamless, automated ease. But what lies beyond convenience? Let’s unpack two shopper shifts pointing to deeper desires:

🎲 SERENDIPITY SEEKERS – bring back the joy of the unexpected

By 2026, shoppers expect 41% of their purchases will still happen IRL — a gentle dip from 45% in 2024. Amid algorithmic precision and hyper-personalized feeds, consumers are craving surprise. After all, if every search yields the expected, where’s the thrill?

Only 17% of shoppers have taken part in a unique in-store experience. That’s a missed opportunity. Curated randomness, sensory subtraction, unexpected collabs — it’s time to transform brick-and-mortar outlets into discovery engines. Want to tempt people off-screen? Make IRL irresistible. Take a peek at our new Retail & Commerce report for inspo. 👀

🎁 WORTHWISE – prove your worth beyond the price tag 

Yep, 66% of shoppers switch brands over high prices. But a full 26% say brands simply stop keeping up with their evolving needs. And while 77% belong to at least one loyalty program, 35% never use them. Why? Because many still serve up points-for-purchase that lack emotional pull.

Gen Z are 3x more likely than Boomers to crave experiential rewards — think backstage passes, invite-only workshops, in-store masterclasses. The future of loyalty? It’s emotional, social, identity-driven. Smart brands are those rewarding participation, not just purchases. 📒 Beauty and Food brands are already onto this. Are you?

Long queues outside stores. Topping US app charts. No, it’s not a new iPhone or sneaker drop — it’s Pop Mart, the Chinese collectible toy brand now valued at USD 34 billion — more than the makers of Barbie, Hello Kitty and Transformers combined. That’s a global takeover fueled by blind boxes, toothy dolls and a fiercely loyal fanbase.

From Rihanna’s bag charms to Selfridges’ vending machines, Labubus is everywhere. Labu-what? The furry, snaggle-toothed figurine first caught fire after Lisa from BLACKPINK (aka Mook from White Lotus) showed hers off on Instagram. Pop Mart’s latest major drop, Labubu 3.0, triggered long lines, resale frenzies and added USD 1.6 billion to its CEO’s net worth — in just one day.


Collectibles aren’t new. So what’s fueling the frenzy?

🫳 Physical, not digital. From blind boxes to magazines, the act of buying, unboxing and displaying is the point. In an era of endless screens, tactile matters again.

👜 Luxury-adjacent, not kiddie-core. Pop Mart lives in the kidult zone: nostalgia meets high design. Think Pokémon meets Bottega. Custom outfits, rare drops and aesthetic cred drive demand.

👯‍♂️ Communal, not commercial. Collecting Labubus isn’t just shopping — it’s signaling. It’s membership. From themed runs to resale platforms, it’s a decentralized fandom with a shared language of cute and cool.


Collectibles are the new coupons!

But instead of discounts, they offer identity, community and cultural currency. They’re memories. Badges. Stories. Objects that live online and IRL. In an age of fragmented fandom, ask yourself: which elements of your brand can people latch onto, both physically and emotionally? How might your products or campaigns earn a place in someone’s personal narrative?

Pop Mart isn’t just making toys. It’s building a fandom-led world. And in 2025, the most magnetic brands aren’t selling products — they’re selling belonging in a box.

Since early April, it’s been tariff turbulence. But now? A 90-day truce. The US and China just agreed to dial back duties, with US tariffs on Chinese goods dropping from 145% to 30%, and China cutting duties on US imports from 125% to 10%. For now...

As prices surge and profit margins tighten, brands are turning tariffs into marketing moments — from pre-tariff flash sales to tariff price labeling. According to ThredUp, 59% of US shoppers are turning to more affordable options — like secondhand fashion — in response to Trumps' chaos economy. That number jumps to 66% among Gen Z.

Meanwhile, ‘buying local’ is taking center stage. Consumers' desire for locally-made products has evolved from a niche preference to an economic and political statement. Escalating trade tensions mean that the appeal of ‘local’ extends beyond authenticity, with provenance becoming a way for consumers to express both political values and cultural identity.

For brands, this shift necessitates a rethink of heritage and supply chain stories in ways that build economic resilience while appealing to increasingly discerning buyers. How will you cater to consumers who leverage their purchasing power as an expression of solidarity and defiance?

According to EY’s March 2025 Future Consumer Index, based on 20,000+ consumers across 26 countries, brand recognition alone no longer cuts it.

🚨 The loyalty lag
In a climate of shrinking wallets and endless choices, loyalty has become a luxury:

→ 88% say brand messaging doesn’t reflect their needs or values
→ 36% no longer factor brands into their purchase decisions
→ 54% only buy branded products if they’re discounted
→ 67% say private labels meet their needs just as well
→ 36% of those who’ve switched to private labels don’t plan to go back

⚡ Relevance > recognition
Consumers aren’t abandoning brands, they’re reprioritizing. What matters now is relevance, reliability and real value:

→ 48% would return if quality, taste or performance improves
→ 42% are skeptical of innovations that feel like shortcuts
→ 68% expect brands to take meaningful action on sustainability

🔍 What now?
This isn’t a loyalty collapse — it’s a relevance reset. To stay in the game, brands must shift from storytelling to signaling clarity. Prove your worth through visible quality, transparent pricing and sustainability with substance. Don’t just say your brand is better – prove it, consistently and clearly. In a market shaped by abundance and anxiety, the brands that solve real problems, deliver real value and stay in sync with shifting expectations are the ones consumers will return to.

According to new global research by Heineken, surveying over 17,000 people across nine* countries, adults now spend an average of 5 hours and 48 minutes a day on their devices. Behind the screen:

📈 59% say their phone use has increased over the past year
📉 Time spent socializing IRL has dropped 35% over the past 24 years
🔋 51% say their social battery is drained by online communication, rising to 62% among Gen Z
😔 62% admit they sometimes feel lonely, despite being constantly connected, 75% among Gen Z
📵 64% wish they could go back to a time when people socialized without smartphones

Aiming to grant that wish, Heineken launched its new campaign — Get Social, Off Socials — with an IRL event in New York City headlined by Joe Jonas. The activation dramatized what happens when people step away from social platforms: their social feeds go quiet, but their social lives light up.

The campaign also features creators like Dude With Sign, Lil Cherry and Paul Olima, turning the irony of empty feeds into a rallying cry for presence over posting. It builds on Heineken's long-term commitment to fostering offline connection — including its Boring Phone, Forgotten Beers campaign and a GBP 39M investment to revive 62 pubs in the UK.

💡 As screen fatigue deepens and IRL nostalgia rises, brands that help people disconnect digitally and reconnect meaningfully will tap into a powerful emotional and social undercurrent — and perhaps usher in a new kind of social capital.

* 🇺🇸🇬🇧🇪🇸🇻🇳🇿🇦🇧🇷🇩🇪🇮🇳🇦🇪

Having trudged through years of burnout and work-centered identities, millennials are now diving headfirst into leisure pursuits with unprecedented intensity. In an essay published earlier this month, writer Anne Helen Petersen identified this phenomenon as 'Millennial Hobby Energy' — characterized by ambitious expansion, resistance to monetization and a distinctive aesthetic sensibility that transforms simple pastimes into branded experiences.

Petersen traces this pattern to millennials' formative experiences, where activities were valued primarily as achievements or resume builders rather than sources of joy. Now in their thirties and forties, many are rediscovering hobbies only to find themselves unable to approach them casually. From growing 500 dahlias instead of four to transforming a couch-to-5K program into marathon training, millennials tend to make their hobbies "big and ambitious," while simultaneously fighting the internalized pressure to monetize. The result is a contradictory relationship with leisure — one that's both liberating and exhausting.

While hobbyists have existed across generations, the millennial iteration reflects the unique pressures of life in the 2020s. As Petersen explains, millennials pursue their passions "under the long, lingering shadow of Covid, amidst the rise of local and global fascism, dependent upon yet resentful of digital technologies," alongside financial precarity and climate anxiety. This context transforms hobbies from simple pastimes into emotional lifelines — activities that make life "feel large" in an era characterized by uncertainty and constraint.

For brands, understanding this relationship provides insight into how leisure activities function as counterbalances to modern stressors. If emotional benefits — calm, flow, wonder, mastery — are now the core product, which fresh avenues does that open up for your brand? How will you adapt your storytelling, customer service and community engagement?