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Edition #32 | Your bi-weekly inspiration fix • 28 March - 10 April 2024
INSIGHT
After taking China by storm, two-minute soap operas head for US
An emerging entertainment format has exploded in China: micro-dramas. Delivered in two-minute episodes, mostly adapted from web novels, the market is already estimated at CNY 37.4 billion. Now, distributor FlexTV is turning its attention to US viewers.

Thanks to TikTok, younger audiences gravitate towards bursts of content that adapt to their preferences in real-time. As attention spans continue to shorten, will your brand find new ways to keep pace, or slow down to offer respite?
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INNOVATION
A Swiss startup is shaking up the coffee world with a product that shuns sidewalk sipping, designed for outdoor enthusiasts instead. No Normal developed a highly concentrated coffee paste that… read more
INNOVATION
In a move blending sustainability, try-before-you-buy and cause marketing, Barbour is partnering with Oxfam to rent out its iconic waxed cotton jackets at this year's Glastonbury Festival. For GBP 45, festival-goers can… read more
INNOVATION
In a gesture of solidarity with Singapore's Muslim community during Ramadan, a Chrome extension called FoodBlocker hides all food-related photos from users' browsers during fasting hours, replacing them with… read more
TREND
Timber construction hits its stride as wooden aquatic center opens for Olympics
Le Centre Aquatique is the only permanent sports facility constructed for Paris’ upcoming Olympic Games. As the world's top swimmers compete for gold, they'll be surrounded by laminated wood.

The path to widespread timber adoption as a replacement for concrete and steel has been hampered by a lack of experience in construction techniques, restrictive building codes and higher costs due to supply-chain inefficiencies and a lack of standardization. Nonetheless, growing concern about the carbon emissions of concrete and steel production is driving momentum for renewable timber construction.

Consumers and construction workers alike are embracing the material for its eco-credentials and warm and natural aesthetic. Residents even have fewer objections to nearby wind turbines if they’re made of wood. As viewers around the globe tune in to the Olympics, the aquatic center's visibility will further boost awareness of timber's potential. A clear win for building in bois.
INNOVATION
Clothing brand keeps it real for Asian women
A few days after International Women’s Day, Singaporean brand Love, Bonito announced a new identity strategy. The brand, which was one of the first mass-market fashion labels to tailor garments to Asian women’s proportions, aims to be ‘ready-to-live, not just ready-to-wear,’ with clothing engineered for the messiness and complexity of real life. As part of the rebrand, customers can filter items by functionality — think ‘bloat-friendly: for periods, buffets and general life,’ ‘nursing-friendly: easy access for little ones’ and yes, ‘pockets.’


IWD has become synonymous with superficial campaigns claiming to appreciate women. How could your brand follow Love, Bonito’s lead by demonstrating a deep understanding of your target audience and an ongoing commitment to supporting your customers every day of the year?
THOUGHT STARTER
The refugee crisis is 2024’s greatest consumer concern
Tragically, 2023 was the deadliest year for migrants on record and concern is growing. Brands are uniquely positioned to challenge anti-refugee sentiment through advocacy and last-mile disaster relief. How will you turn empathy into action?
INSIGHT
Removal of UMG music on TikTok pushes creators to generate their own audio
The removal of Universal Music Group's songs from TikTok hasn’t just impacted viral trends. It also marks a critical juncture between copyright law and social media. With estimates of removed music ranging from 20-80%, hits from artists like SZA and Harry Styles are now off-limits, forcing users to craft their own music

This shift to user-generated content showcases the community's creativity and resilience and paves the way for brands to support and foster a burgeoning remix culture. By providing tools that allow consumers to create original content and adapt your brand to their needs, you can deepen engagement and maintain relevance in a fast-evolving digital world.

How might your brand encourage and support original content creation within your community?
INSIGHT
Morocco’s first gaming expo shows a more localized digital ecosystem
Hosted in the capital city of Rabat, Morocco’s first gaming expo Morocco Play Expo 2024 is another step in a worldwide shift towards more localized digital ecosystems. 

Morocco’s gaming industry saw a 15% revenue surge in 2023 and the country’s 2024 Finance Law now imposes tax on large foreign online platforms (including Spotify and Netflix). Not only do these actions foster economic resilience, they also challenge the homogeneity brought about by the internet. 

Despite obstacles, including restrictions from major app stores and anticipation around the Digital Markets Act, brands can help foster an environment ripe for region-specific content and create platforms that resonate more deeply with specific audiences. How will you meet rising expectations for platforms and services that prioritize local culture, languages and interests?
INNOVATION
The battle of human vs artificial intelligence has a new frontier: kids and their snacks. Promoting its Dunkables line, Lunchables provided kids and a generative AI tool with the same prompts: ‘Imagine a… read more
INNOVATION
To encourage everyone to put down their phones and reconnect with their loved ones, Natuurhuisje — a nature-focused Dutch vacation rental platform — has marked hiking trails in forests surrounding… read more 
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MakeShift is TrendWatching's free bi-weekly trend publication, bringing you the insights and innovations that will inspire you to create with meaning ❤️

Want MakeShift in your inbox? Subscribe now and join 100,000+ other trend enthusiasts!

Keen to access all our trends, insights and innovations? Check out Amplify, our Trend Intelligence Platform 💥

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Talk to us
Be sure to ping our editor, Caitlin, if you're working on something we should feature on MakeShift.