Your opportunity feed — curated by our analysts

BBVA, the multinational Spanish banking group, is upping its commitment to employee wellbeing with a new sleep-tracking initiative. The bank recently launched Atrando tu sueño (Catching your dream), a program using wearable technology to analyze the sleep patterns of 100 workers over the course of a week. A wrist-worn device records various metrics, including temperature, activity, body position and light exposure, providing scientifically validated data on circadian rhythms and sleep quality. Once the week is up, the employee receives a personalized report and recommendations from sleep experts.

This latest offering builds on BBVA's earlier efforts to address employee sleep issues. Those who took part in the bank's 'Time4Sleep' program — which has been repeated 20 times in response to high demand — reported significant improvements in sleep quality, with the percentage of participants experiencing sleep issues dropping from 48% to 25%. BBVA's emphasis on sleep reflects a broader cultural recognition of the importance of decent shuteye. As businesses grapple with burnout and productivity challenges, the path to a more resilient and creative workforce might just start with a good night's sleep.

In its latest promotional effort, Visit Seattle is highlighting banned books. The tourism bureau has launched a series of short films featuring notable Seattleites reading excerpts from three locally penned books that have faced bans in other parts of the US. The #SeattleBookmarked video series, created in collaboration with advertising agency PB& and Atlantic Re:think, showcases works by Jewell Parker Rhodes, Shaun David Hutchinson and Jonathan Evison.

The campaign coincides with Banned Books Week (September 22-28) and aims to underscore Seattle's embrace of diverse voices. It's also a response to reporting by the American Library Association of record-breaking numbers of attempts to censor books, especially those by or about LGBTQ+ individuals and people of color. By sharing novels and memoirs by local writers and offering full, nationwide access to banned books (one of three US cities to do so), Seattle positions itself as a haven for free expression and progressive values.

Bain's The Visionary CEO's Guide to Sustainability 2024 is here, revealing consumer insights across 10 countries (🇺🇸🇬🇧🇳🇱🇩🇪🇫🇷🇮🇹🇯🇵🇧🇷🇨🇳🇮🇩). Here are our top five stats:

• 💸 27% believe living sustainably would cost them less, from 17% in the UK and Germany to 52% (!) in Indonesia.
• 🌱 61% say climate change worries have grown over the past two years, especially in climate-vulnerable countries like Brazil (78%), Indonesia (73%) and Italy (70%).
• 🔥 40% say experiencing environmental disasters (like floods or wildfires) is their top motivator for buying sustainable products.
• 💪 76% believe a sustainable lifestyle is important because their actions matter.
• ♻️ 60% care about packaging's environmental impact, with 48% demanding recyclable and 40% pushing for reusable packaging.

The disparity between 52% of Indonesians thinking sustainable living could save them money — compared to just 17% in wealthier nations like the UK and Germany — presents an opportunity for brands marketing to consumers in the Global North. How could you flip the script and turn eco-conscious choices into a way to save money?

Partnering with Chinese coffee brand Yongpu, Shanghai Mental Health Center (SMHC) is releasing a co-branded drip coffee bag packaged like traditional Chinese medicine (TCM). The Weibo campaign supporting the product launch draws inspiration from TCM pharmacies and features playful taglines offering mental health advice, framing the coffee as a "medical recipe." On WeChat, Yongpu's mascot tells a story about feeling down and normalizing seeking help. The drip coffee bags are available for purchase from September 2024.

The coffee collaboration isn't the only lifestyle activation SMHC has engaged in. For Mid-Autumn Festival, which was celebrated on September 17th this year, SMHC also released limited-edition mental health mooncakes. The naming is a wordplay on the words for mental health in Chinese, which is "精神病" or jīng shén bìng. Since their debut in 2021, the mental health mooncakes have become a cultural staple. Only SMHC employees can directly purchase the mooncakes, but they have become highly sought-after by all consumers.

The latest data from the World Health Organization estimates that 95 million people in China suffer from depression and/or anxiety disorders. Beyond that, many young people are simply exhausted by the country's pace of life. However, although mental health is no longer the taboo it once was, it hasn't been fully normalized, either.

Through lighthearted yet meaningful lifestyle activations and partnerships, SMHC is pushing for more open conversations around psychological wellbeing and seeking help. The lifestyle collaborations serve as casual conversation starters and paint the topic in a less daunting light; those who are struggling are encouraged to open up, and allies have an easier time broaching the subject and holding space for those who need it.

Can your brand break taboos and kickstart challenging conversations through lighthearted cultural tokens?

Singapore-based food and grocery delivery platform Foodpanda is rewarding Simei residents with free deliveries after the area won a social media giveaway. The nationwide contest, which ran until August 31st, received over 1,600 entries from people nominating their neighborhood as the ‘hungriest’ for Foodpanda’s perks. A Simei resident’s post won with 1,302 likes, securing a one-month Pandapro subscription for all users in Simei, along with an individual prize worth over SGD 1,000. Pandapro gives users unlimited free deliveries and other deals.

The giveaway followed an earlier campaign in which Foodpanda dubbed Yew Tee, another heartland area, Singapore’s ‘most boring’ neighborhood, and proceeded to gift 53,000 Yew Tee households free Pandapro subscriptions. Located further from the city center, Yew Tee is unfamiliar to most Singaporeans and often considered a place with not much going on. The campaign aimed to challenge this perception and showcase the area’s local hidden food gems.

Heartland neighborhoods are an integral part of civic society in Singapore, and this campaign taps into each area’s sense of community, belonging and local pride. As social isolation and loneliness continue to pose a challenge, bringing people together through shared humor or identity can be powerful. Foodpanda’s campaign might not directly encourage residents to mingle, but it reminds people they're not alone and are part of a community.

Finally, Foodpanda followed through with monetary perks, resonating with Singaporeans concerned about the rising cost of living. The lessons here apply to all brands, beyond just Singapore — in a world grappling with concerns like loneliness and inflation, random acts of kindness will always land well. How could your brand share generosity and delight with your audience?

Gen Z: lazy or redefining productivity? We’ve asked it before and Samsung’s new survey, The 2024 AI-Preneur Effect, digs in, too. Gen Z isn’t lounging on the couch — they're hustling! Based on insights from 7,000+ Gen Z across France, Germany, Korea, the UK and the US, Samsung reveals how this generation is using AI to boost productivity and chase their side-hustle dreams.

Here's the scoop, directly tied to three key trend opportunities:

🚨 NEW LABOR // Ready to fully embrace Gen Z’s work mode?

49% of full-time Gen Zers say their jobs fall short of expectations. Plus, 87% globally struggle with full-time work issues like inflexibility (60%) and job insecurity (58%). Amazon, are you listening? 😉

💼 SIDE HUSTLE HEROES // How can you help them unleash their inner entrepreneur?

65% of Gen Z value a steady paycheck and benefits, followed by career growth (44%), learning new skills (35%) and the chance to follow their passions (35%). No surprise, 73% dream of starting their own side hustle.

🤖 M.E.O. // Which AI tools could you launch to support the one-person CEOs of tomorrow?

73% of Gen Z side hustlers (think personal trainers, content creators, artists) are already using AI to supercharge their gigs, with 69% calling AI their go-to work resource. But with 67% of aspiring hustlers unsure how to tackle certain tasks, there’s room to offer tools to help them thrive.

A new action group called The Dad Shift is going viral thanks to a stunt in central London. Activists attached slings holding baby dolls to bronze statues of famous men. Their goal? Improving the UK's paternity leave, which is the skimpiest in Europe: new fathers currently get two weeks of statutory leave, during which they're paid GBP 184.03 a week (less than half the minimum wage).

The Dad Shift is campaigning for paternity leave that's both longer and more affordable, and not just for dads but parents in every relationship — same-sex, heterosexual and adoptive. As explained in an open letter/petition to Prime Minister Keir Starmer: "One in three fathers take no leave at all when a new baby arrives, while one in two who do report struggling financially because of it. Proper parental leave for fathers and co-parents is good for mothers, good for babies, good for fathers and good for society, too, including improving health outcomes for all. Countries with 6 or more weeks paternity leave also have a gender pay gap that's 4% smaller and a workforce participation gap that is 3.7% smaller, too, meaning change can help grow the economy while helping British families."

Like the garlands that flower delivery network Fleurop draped on women's statues in Germany earlier this year, The Dad Shift's stunt serves as a masterclass in low-budget, high-impact guerrilla marketing. By choosing public spaces and creating an unexpected juxtaposition — stoic, dark statues wearing babies in colorful slings — the group crafted a visually striking and highly shareable moment that gets the message across in an instant.

P.S. Props to Sophie Lucas, who strapped dolls on Antony Gormley's iron men in 2023. That was for Pregnant Then Screwed, a charity fighting for the rights of working parents. Lucas also consulted on The Dad Shift's project.

A survey from Finnish mobile phone manufacturer HMD of 10,000 parents in the UK, US, India, Germany and Australia finds that 54% regret giving their kids smartphones because:

• 70% believe their own smartphone-free childhoods led to better family time
• 75% fear smartphones expose their kids to internet dangers, with over half admitting they don’t know what their children are doing online
• In their kids, they observe negative impacts on sleep (64%), physical inactivity (61%) and reduced time socializing with friends (54%)
• Nearly half report changes in their child's personality due to phone use

📵 The new school year has reignited the debate over smartphone bans. Parents and educators are concerned about the impact of screen time on youth, citing mental health concerns, cyberbullying worries and declining attention spans. Schools across the US and Europe are already experimenting with bans.

Beyond classrooms, how can brands help parents curb Gen Alpha’s screen time? Stricter social media age limits (set to be imposed in Australia) and pushing dumbphones (as EE is doing in the UK) won’t cut it. Instead of blaming parents for using YouTube as a digital babysitter, brands could offer better tools for keeping kids engaged and entertained.

Greggs, the beloved British baked goods and coffee-to-go chain, took an unexpected leap from pastries to precious metals with the launch of its first-ever jewelry collection, Baked in Gold. Timed to coincide with London Fashion Week 2024 and designed by British artist Dion Kitson, the collection features five pieces of 22-carat gold-plated jewelry inspired by Greggs' iconic menu items. From Sausage Roll Stud Earrings to a Jammy Heart Necklace, the pieces were available exclusively online at prices ranging from GBP 36 to GBP 96 and quickly sold out.

By partnering with Kitson, known for his irreverent take on everyday British life, Greggs tapped into the same vein of humor and relatability that has made the chain so popular. Developed with Here Be Dragons, the jewelry collection created a perfect PR storm by combining a limited edition drop with Greggs' iconic pastries and knack for self-aware marketing. It's the kind of unexpected brand extension that can help keep an established brand fresh in people's minds, potentially attracting new customers while reinforcing loyalty among existing fans.

Companies scaling back their diversity and inclusion efforts in marketing may want to reconsider. A global study conducted by the Unstereotype Alliance and researchers from Oxford University's Saïd Business School has empirically proven that inclusive advertising — which it defines as "content which authentically and positively portrays a full range of people and is devoid of stereotypes," has a significant positive impact on business performance across multiple metrics.

The study, which analyzed 392 brands in 58 countries, found that inclusive ad campaigns deliver 3.5% higher short-term sales and 16% higher longer-term sales compared to non-inclusive campaigns. They also result in a 62% higher likelihood of the brand or product being a consumer's first choice and 15% higher customer loyalty. Crucially, these benefits extend into the long term, with inclusive advertising contributing to stronger brand reputation and higher brand value over time.

Using proprietary data provided by Unstereotype Alliance members Bayer Consumer Healthcare, Diageo, the Geena Davis Institute, Kantar, Mars Incorporated, Mondelez International and Unilever, the research covers diverse product categories, including confectionery, personal care, alcohol and household products. It represents the first comprehensive, data-driven challenge to the notion that inclusive advertising could negatively impact business performance — an argument that's been used to resist or dial down inclusive marketing despite a lack of evidence.

The LEGO Group is transforming regular spaces into vibrant playgrounds with its new Superpower Studios activations. First up? A temporary art gallery in Paris that takes a typically adult-centric venue and turns it into a celebration of play and connection for families. The Parisian 'Atelier des Super-Pouvoirs' was coordinated by Sarah Andelman, founder of the pioneering concept store Colette. In the studio's color-saturated, made-for-IG spaces, children and parents are immersed in the work of paper artist Chen Fenwan, illustrator Aurélia Durand and LEGO sculptor Ekow Nimako, and encouraged to play and create together.

The reimagined gallery space is part of LEGO's global 'Play is Your Superpower' campaign, which addresses a concerning trend: 76% of parents believe today's children have fewer opportunities to play than previous generations. According to research conducted by LEGO, key factors include digital devices (parents admit to spending nearly twice as much time on their phones and laptops as they do playing with their kids) and parental workload (66% of parents say heavy workloads interfere with family playtime). LEGO's own superpower? The ability to speak to people of all ages — targeting adults cranked up the company's revenue and that cross-generational appeal could boost family playtime, too.

Whether or not (aspiring) writers should be allowed to use AI — it’s a debate that rocked the foundations of National Novel Writing Month. The nonprofit published a statement declaring that anti-AI stances (enforced by the likes of Dove and publishing platform Medium) have “classist and ableist undertones.” NaNoWriMo has since removed the post following uproar from legions of authors and literary experts. But how justified was that condemnation?

While anxiety around AI automation rightfully abounds, AI can level the playing field for people who are still developing their skills, whether in the workplace or writing a novel for fun. So, while staking your flag in the ‘anti-AI’ camp might make for a captivating PR moment, your brand could benefit from considering whether that stance will actually widen opportunity gaps instead of narrowing them.

This month, Australia Post introduced the Kids' Showtime Greats stamp collection, celebrating over five decades of Australian children's TV shows and films. Launched in collaboration with the Australian Children's Television Foundation and Flying Bark Productions, the collection features memorable moments from iconic titles such as Round the Twist, Blinky Bill and Dot and the Kangaroo. Besides evoking nostalgia, the initiative aims to highlight the importance of sharing Australian stories with future generations.

Collectible stamps seem to be making a comeback. Most recently, Japan Railway Group and Dentsu made waves with their My Japan Railway campaign, which saw 770,000 consumers collect 2 million stamps by visiting railway stations around the country. The campaign won multiple accolades across industry events, from Cannes 2023 to D&AD 2024. 

We're not implying your brand's next campaign should be built around collectible stamps ;-) However, the revival of the medium does underscore two key consumer themes that should remain on your radar. Firstly, the nostalgia economy isn't going anywhere. Faced with a volatile present and an uncertain future, consumers welcome offerings and experiences that let them recall or escape into times when life was simpler.

At the same time, consumers increasingly dissatisfied with ultra-connected lifestyles are finding joy in the analog. While digital consumer engagement strategies remain key, can your brand inject some surprise and delight into people's lives through tactile treats?

Integrating directly into a building's exterior walls, Brikoole is a new passive cooling system that reduces the need for air conditioning. An alternative to traditional bricks, each unit features ventilation holes, a 3D-printed honeycomb mesh and an integrated water distribution system working together to cool air as it flows into a building. The design for Brikoole was inspired by ventilation systems in termite mounds, as well as windcatchers in traditional Middle Eastern architecture and Salsabil fountains.

Two students from the Asia Pacific University of Technology and Innovation — Chong Chee Kin (Wayne) and Ng Kah Zun (Nixon) — are the brains behind the new invention. Their testing shows that Brikoole could lower interior temperatures by 6 degrees Celsius on average, representing massive potential reductions in electricity use and CO2 emissions. Brikoole won the James Dyson Award for Malaysia in September 2024 and is eligible to enter the shortlist for the global award, which will be presented in November.

Many Asian markets grappled with heatwaves in recent months, and 2024 is set to go down as the hottest year on record. Long-term solutions that don't rely on cranking up the air conditioning — with its associated increases in energy usage, carbon emissions and utility prices — are sorely needed. Indeed, as reported by the Vulcan Post, the idea for Brikoole was first sparked because someone close to Nixon struggled financially after electricity bills spiked due to cooling needs.

Deloitte's 2024 Gen Z and Millennial Survey reported that 6 out of 10 of those born between 1983 and 2005 are anxious about climate change. Ultimately, they're the ones who will inherit a hotter planet. While the majority of younger consumers believe businesses have the most opportunity and influence to drive change, many also take matters into their own hands with innovative solutions like Brikoole.

How will your brand take a more active role in future-proofing our world for the next generation? Can you partner with innovators to help scale their inventions and facilitate wider adoption?

Meeting new people or breaking out of a friend bubble can be hard, and approaching a stranger can feel vulnerable and awkward. Recognizing this, Beavertown Brewery's "Is This Seat Taken?" campaign has placed bar stools in nine pubs across the UK to encourage patrons to start conversations with strangers. These stools — which are definitely eye-catching and hard to miss — act as physical icebreakers. When someone wants to sit down or grab the stool for another table, they're encouraged to introduce themselves and offer a friendly "cheers."

Developed by PR agency Here Be Dragons, the campaign aims to create opportunities for patrons to connect with one another, even if they initially feel uncomfortable or unsure of what to say. According to a survey commissioned by the brewery, 42% of British people say they wouldn't feel confident enough to start a conversation with a stranger. To nudge them out of their comfort zone, Beavertown also shares tips from psychologist Katherine Templar Lewis. Her advice includes maintaining eye contact, smiling, engaging in small talk about topics like the weather or pets, and embracing the potentially awkward moments.

By transforming a simple bar stool into a catalyst for conversation, Beavertown Brewery reminds us that sometimes, the most meaningful interactions begin with a simple "Hello," or "Is this seat taken?" As communities seek ways to combat loneliness and foster social bonds, this creative approach offers a template for the role businesses can play in bringing people together, one shared moment at a time.