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Coinciding with the Paris 2024 Olympics, Swiss startup Equip rolled out an innovative rental system to get everyone moving. To make sports more accessible and encourage impromptu play, the company installed 60 self-service rental units in Parisian parks and near sports fields and courts. Each compact unit contains basketballs, soccer balls or padel rackets in three separate lockers with glass doors, which are opened using an app.

Typically, people are charged a small hourly rental fee via the app, but these Play for Free units were sponsored by retail giant Decathlon. Since installing them in June 2024, Equip reports facilitating over 10,000 game sessions for more than 4,000 players, 30% of whom were women. Two percent of the sessions resulted in theft, much lower than anticipated. Following Paris, Equip just launched the concept in London, also in partnership with Decathlon.

🏀 ⚽️ 🏓 Equip's collaboration with Decathlon offers a practical solution to combatting pervasive societal concerns: the loneliness epidemic, excessive screen time and sedentary lifestyles. By removing barriers to participation and promoting spontaneous physical activity, Play for Free demonstrates how simple interventions can get people moving and playing together. As cities worldwide grapple with similar public health challenges, the Parisian experiment could serve as a blueprint for fostering more active communities. One to roll out across the globe?

In the Netherlands, millions of kilograms of table grapes are discarded by wholesalers and retailers every year. A supply chain issue may prevent them from reaching supermarkets on time, or the fruit might not meet rigid quality standards. Addressing that massive waste of food, Rotterdam Urban Winery just launched a line of wines made from surplus table grapes. The startup aims to transform what would typically end up in landfills or composting facilities into a marketable product.

Table grapes typically contain half the amount of sugar found in wine grapes. They also have thinner skins and, as a result, less tannin and intense flavors. So, developing drinkable wines was challenging. Founder Wouter Bijl — who previously made cider out of rejected apples and pears — turned to precision fermentation and specific yeast strains to make the most of the 8,000 kilograms of grapes RUW has saved so far. The first wines on offer are a sparkling white made of Thompson grapes priced at EUR 14.50, and a sparkling rosé made of Sable grapes for EUR 14.95. Both can be ordered directly from the company's website and are on the menu at various Rotterdam bars and restaurants. 

🍷 Later this year, RUW will add a red wine and a brut to its circular selection. While the line-up may not compete with a Grand Cru, that's not the point. As the brand's tagline — 'Urban terroir for rebels' — signals, this is wine for people who value social and environmental impact over conventional wine prestige.

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

Beano Brain has released its Coolest Brands 2024, gathering 55,000 responses from kids and teens aged 7 to 14 in the US and 45,000 from those in the UK, asking them, "Which of these brands do you think is cool?"

For anyone who has recently interacted with kids in that age group, it won't come as a surprise that YouTube tops the list of fave brands in both countries. The platform retained its position in the US from last year, while in the UK, it bumped Netflix off the throne. Netflix now comes in second in both countries, and Nintendo, Nike, Oreo and Lego made the top 10 on either side of the Atlantic, too. A few insights:

▶️ For Gen Alpha, YouTube is everything. It's where all of their interests can be summoned with a tap, from live gameplay and toy reviews to DIY crafts and their favorite songs. For this generation, YouTube isn't just a platform; it's a gateway to entertainment, education and influencers who feel like friends.

👣 The highest mover in the UK, up by 35 places to number 49, is Crocs. Besides being ultra comfy and easy to slip on, Crocs charms add an element of self-expression as well as the fun of collecting, bolstered by their availability on Shein and Temu at a fraction of the price of official Crocs Jibbitz.

🧴 In the US, teen and tween obsession with skincare helped two brands enter the list: Sephora, riding the coattails of Drunk Elephant, Summer Fridays and Glow Recipe (and the prejuvenation trend), and Bubbles, whose formulations are actually geared to young skin.

Innovation update  /  A year ago, we featured a new German product called Mililk, which reduces oat milk's shipping and packaging footprint by printing it into sheets. Users blend a sheet with water to create fluid oat milk. Parent company Veganz recently secured EUR 10M in equity financing to scale up production of Mililk. Meanwhile, the concept hasn't gone unnoticed on the other side of the Atlantic.

Milkadamia, an Illinois-based maker of macadamia nut milk, is adding a new non-dairy product to its line-up: Flat Pack Organic Oat Milk, 'the first and only flat pack milk in the US.' As with Mililk, a 2D printing process transforms oat milk paste into compact, lightweight sheets. To enjoy the milk, consumers simply tear off the desired quantity and blend it with water for 30 seconds, or soak the sheets overnight and shake.

According to Milkadamia, the format reduces packaging waste by 94% and cuts weight by 85% compared to traditional milk containers. A pack contains eight sheets that can each be reconstituted to make 8 fl oz/237 ml of oat milk, allowing consumers to prepare fresh, customized portions as needed. A retail rollout is expected in January 2025.

🗑️ 📦 🚛 Mililk and Milkadamia are tackling the massive problem of post-consumer waste management by proactively reducing packaging materials. Sheets of plant milk might pave the way for further flat-packing in the food industry, since taking the H2O out of liquid products could appeal both to consumers seeking sustainable alternatives and manufacturers looking for efficiency in product design and delivery.

🎶 ‘I’m coming out…!’ 🎶
When Diana Ross sang those iconic words in 1980, the song instantly became an LGBTQ+ anthem, in the same way James Brown’s ‘Say It Loud – I’m Black and I’m Proud’ became a rallying call for the Black community in 1968. Fast forward to 2024 and the landscape of coming out is shifting.

What’s happening?
LGBTQ+ adults are coming out at younger ages. A Gallup survey in the US revealed that the youngest LGBTQ+ adults (18-29) come out at a median age of 17, compared to early 20s for those aged 30 to 64, and 26 for those 65+.

Why the shift?
Today’s youth are recognizing their identities earlier. The median age of self-awareness is 14 for those aged 18-29, 15 for those 30-64 and 16 for those 65+. Plus, 70% of both LGBTQ+ adults and the broader US population agree that societal acceptance has improved over the last decade.

A beloved Brazilian soap opera set against the backdrop of cocoa cultivation, Renascer usually opens with lush scenes shot on a plantation in southern Bahia, showing people working the land in harmony with nature. Earlier this season, viewers settling in to watch their show were faced with altogether different images: logging, landfills, forest fires, plastic trash washing up on a shore, smog, parched earth...

Later in the episode, the telenovela cuts to actress Eli Ferreira speaking directly to the camera, explaining why Renascer's opening credits had switched from gorgeous to grim. "Real life isn't a soap opera. This is a warning to take better care of the environment." She continues, "We need to act together, and we need to act now," before directing viewers to Para Quem Doar, a social crowdfunding platform run by TV Globo. Sponsored by skincare and cosmetics brand O Boticário, this is the first time the network has ever changed a show's opening. 

📺 🫣 Soap operas are all about escaping into drama and romance. By replacing Renascer's familiar opening with scenes of destruction, O Boticário disrupted that sense of carefree downtime. It forced viewers to confront the stark realities of environmental degradation — a calculated effort to leverage the massive reach of a popular telenovela to raise awareness about the urgent need for action.

By directly addressing the audience through a well-known character, the show also blurred the lines between fiction and reality, making the environmental crisis feel both immediate and personal. Other brands: how can you bridge the gap between entertainment and advocacy? Where could you deliver a visual jolt that serves as a call to action?

The global shift toward cutting back on alcohol is gaining momentum. In Ireland, the iconic Guinness pint is being swapped out, and in the UK, football fans are reaching for nolo beers. Even Japan’s brewing giant, Asahi, predicts that by 2040, half of its sales will come from no and low alcohol drinks... 🍻

In the US, Gallup reveals that today’s young adults drink far less than their early 2000s counterparts. Why? 65% of people aged 18-34 believe alcohol harms health, compared to just 37% of those 35-54 and 39% of those 55+. It’s the biggest generational gap since 2001.

Health isn’t the only factor — rising alcohol prices are a boozekill, too 💸

Yet, the social side of drinking is deeply ingrained, and capable of transforming introverts into social butterflies for the night. So, as more people embrace 0.0%, it's time to reimagine the concept of social drinking. Early adopters? Munich, synonymous with beer, now has Die Null, its first alcohol-free beer garden, while Athletic Brewing has become soccer club Arsenal’s first Official Non-Alcoholic Beer Partner.

Peace of mind. That's what Samsung's new SmartThings Family Care service aims to offer people caring for elderly or infirm family and friends. Launched this month for SmartThings app users on Galaxy smartphones in the US, the tool leverages Samsung's connected living platform and smart home devices to provide comprehensive support for both caregivers and those they're looking out for.

Family Care helps monitor comings and goings, sending alerts when someone arrives at or leaves a specific location, helping to ensure their safety. It also offers activity notifications and medication reminders. Using AI, the service determines a person's regular daily routine and will send a notification if it detects anything unusual. It also keeps tabs on someone's first activity of the day. Additionally, it allows caregivers to set up automations for energy savings and improved indoor air quality.

👵🏽👴🏻 With the proportion of people aged 65 years and above increasing faster than those below that age, tools like Samsung's Family Care will become increasingly widespread. Crucially, the integration of smart assistive technologies into eldercare could enable more people to age in place safely and comfortably. 

While some family members in need of care might — rightly! — balk at their every move being watched, the tools can provide a valuable layer of security and reassurance. The key is to balance monitoring with respect for privacy, ensuring that the technology enhances, rather than infringes upon, the dignity and autonomy of those being cared for.

The so-called 'millennial lifestyle subsidy' — convenience offered at low prices by a slew of venture capital-backed apps and services — is coming to an end. No more free money means apps are raising prices, while higher interest rates (and inflation) are also cutting into consumer spending power. Many are still happy to pay for convenience, as witnessed by strong Q2 earnings posted by Instacart and DoorDash.

Others, once accustomed to cheap rides and meal deliveries, are now seeking alternatives. Reporting on the shift, Business Insider describes 31-year-old Sarah Manley facing sticker shock: "If I was using rideshares and the delivery apps and everything the way I was, I would run out of money each month," she says. Some people are ditching delivery and reverting to old-fashioned, pre-app shopping habits; others are getting creative and thrifty, comparing prices across platforms and using public transit more often.

Companies are refining their pricing models and strategies, too. Bilal Baydoun of the Groundwork Collaborative warns that dynamic pricing could become more widespread, making budgeting difficult for consumers: "It's making people miserable to not know what things cost." As businesses pursue new pricing tactics, customer loyalty may erode (or worse, as witnessed by the backlash against supermarket Kroger for alleged price gouging by way of electronic shelf labels). The good news? Caution and concerns create space for empathic brands to demonstrate they understand the plight of value-focused consumers.

This summer, the city of Montreal is hosting a series of free dog behavior workshops at Le Ber Park Dog Park. The initiative, aimed at enhancing public safety and improving quality of life for both pets and their owners, offers expert advice on a range of canine-related topics.

The 15-minute sessions, followed by Q&A time, cover crucial aspects of dog ownership, such as managing dynamics in dog parks, understanding canine play and communication, bite prevention, and addressing aggression between dogs. By equipping owners with knowledge and practical tips, the city hopes to cultivate a community of well-behaved dogs and informed caretakers.

🐕 🐾 Remember pandemic puppies? Many weren't properly socialized and owners are still struggling with their maladaptive behavior. As reported by the Guardian, "Six in 10 vets surveyed by the welfare charity People’s Dispensary for Sick Animals for its annual Paw report on pet wellbeing reported a rise in canine behavioral problems — most commonly jumping up, barking and whining, or showing distress when left — in the last two years, along with a more worrying rise in dogs growling, snapping, biting or showing other signs of fear."

People are seeking practical know-how that puts them back in the driver's seat and brings them peace of mind. Cities, brands and other organizations — figure out which aspect of life your audience needs a helping hand with, and offer convenient and low-stakes tutoring tailored to their needs.

Over the past year, Nissan has been developing automotive paint that can lower a vehicle's temperature when the sun is beating down. Developed with Radi-Cool, the paint incorporates material with unique light-reactive properties. In a 12-month trial at Tokyo's Haneda Airport, vehicles treated with this paint have shown up to 12°C/21.6°F cooler exterior surfaces and 5°C/9°F cooler interiors compared to traditional automotive paint. The cooling effect is particularly noticeable when vehicles are parked in the sun for extended periods.

Radiant cooling paint is typically used on buildings — like the Coors Light rooftop 'chillboards' we featured in 2022 — and creating an automotive-grade version was challenging. While still in the testing phase, Nissan hopes to eventually offer the paint for special orders in various colors, focusing on light commercial vehicles that spend most of the day on the road. And this isn't just about keeping cars and their drivers cooler. Lowering interior temperatures means less power needed for air-conditioning, which could improve the range of electric vehicles and place less strain on their batteries. Nissan's ambitions seem all too modest. One to roll out to every car by every brand?

Brands have been co-creating products and services with customers for decades. The concept is gaining fresh momentum in the form of open beta testing, with various brands ‘launching’ semi-baked products and inviting consumers to help adapt and refine. 

Why now? On the one hand, it’s a transparency play from brands looking to build strong, trusting relationships with consumers. And on the other, it reflects the growing presence of generative AI, which consumers are increasingly using to (wildly) reimagine existing brand offerings however they please.

A couple of recent examples that demonstrate how brands are tapping into consumer preferences and creativity for involved iteration:

• MM:NT Berlin Lab defines itself as a beta-hotel and the world’s first and only ‘hotel laboratory’. The highly digitized property opened in July 2024 with the intention of learning more about consumer preferences and behavior over time – information it will then leverage to continually tweak and improve the guest experience both in Berlin and in future hotels it plans to open. 
• KFC Philippines recently launched a campaign inviting consumers to use an AI-powered image generator to create Meta stickers of their dream KFC snacks. After gathering countless data points on consumer preferences, the brand selected 11 of the most innovative ideas and rustled them up IRL. While KFC’s snacks were just prototypes to be enjoyed by the winners, rather than consumer-facing products, the initiative reveals how gen AI is becoming a valuable testing ground for brands who are brave enough to engage with it.

Is it time to rethink your launch strategy? Whether or not you make AI part of the mix, bring consumers into your product development process by involving them in your earliest iterations.

Dating apps have lost their appeal. Bumble's share price tanked two weeks ago after it released a somber annual earnings forecast. Earlier this year, on Valentine's Day, a lawsuit was filed against Match Group, which owns Tinder and Hinge. As reported by NPR, the plaintiffs argue: "Harnessing powerful technologies and hidden algorithms, Match intentionally designs the platforms with addictive, game-like design features, which lock users into a perpetually pay-to-play loop that prioritizes corporate profits over its marketing promises and customers' relationship goals."

No wonder people are burnt out and fed up, especially Gen Z, who are more cognizant than any other cohort of how tech companies combine gamification and monetization to capitalize on human emotions. Aiming to set itself apart from questionable algorithmic practices and swiping fatigue, a niche dating app is offering an IRL alternative. Over multiple weekends this summer, newcomer Pique is hosting a 'love wall' in Brooklyn's McCarren Park.

A photographer snaps Polaroids of consenting passersby, who add a few details about themselves before their portrait is posted on the wall. Anyone who spots someone they're interested in can leave their contact information, and Pique will put them in touch. (On its app, meanwhile, Pique replaces swiping with a daily multiple-choice question. After selecting an option, the user is presented with six people who picked the same answer.)

Other brands — whatever industry you're in — which alternatives to swiping could you offer? How can you help people meet and connect in a more organic and less transactional way?

SevenSix Agency’s 2024 Influencer Pricing Report revealed significant pay disparities 📉 among UK creators:

• White creators earn 45% more on average, bringing in GBP 1,637 per sponsored Instagram Reel
• That’s 34% more than Black creators, who earn GBP 1,080 on average
• South Asian creators make GBP 1,135 (-31%)
• East Asian creators earn GBP 1,009 (-38%)
• Southeast Asian creators see the lowest earnings at GBP 700 (-57%)

This goes beyond ethnicity — hair texture, age, skin tone and disability also affect pay. Preexisting biases might have crept into the creator economy, but consumers are clamoring for more diverse content...

Gen Z, the most multicultural and queer generation yet, isn’t content with homogenous influencer line-ups. They want to see niche creators who truly reflect their experiences. For brands, this goes beyond checking a DEI box and token representation — connecting authentically with Gen Z means showing real support for marginalized voices. As the creator economy continues to grow, how will you help bridge the pay and opportunity gap?

Alipay Little Purse, the money management and savings tool on Alibaba’s payment platform, has released a gamified experience that helps users grow their savings account. Launched in July 2024, Scripted Savings (剧本攒, “jù běn zǎn”) features various AI-generated short stories with genres ranging from romcoms to workplace survival. Users choose a story to follow, completing specific tasks to progress and unlock subsequent chapters or story elements.

For example, a user following a romcom script will be asked to choose a gift for their fictional date. The amount corresponding to the selected gift price will then be credited to their Little Purse account. Users do not actually earn any fresh funds from this exercise, as the amount saved will be deducted from their own Alipay wallet — the game simply motivates consumers to set aside the funds to save. As of 30 July 2024, Alipay reported that Scripted Savings had garnered 400,000 active users.

The initiative was partly inspired by a social media phenomenon earlier in the year called ‘Pretend and Save’ (假装存钱, "jiǎ zhuāng cún qián"), where people create imaginary scripts to motivate themselves to save money. Alipay’s Scripted Savings helps users close the perennial intention-action gap by leveraging two other established elements of Chinese online culture: micro dramas and microtransactions. Consumers are used to paying to unlock micro drama episodes or acquire in-game items. But instead of spending, consumers are now prompted to save.

Beyond motivating consumers make better financial choices, Alipay is increasing traffic to, engagement within and stickiness of its Little Purse feature. How could your brand leverage gamification and pop culture to boost engagement and nudge consumers towards better habits?