Selected by our experts, delivered daily.

Qantas is undertaking a major renewal of its fleet over the next decade. New additions will include twelve Airbus A350-1000 planes that can fly non-stop from Australia's east coast to New York and London and allow Australians to "overcome the tyranny of distance." Since ultra-long haul flights can leave people jet-lagged, the airline worked with researchers at the University of Sydney on an advanced lighting system to help passengers adjust to their destination's time zone before landing.

By simulating natural light patterns, a series of twelve changes in brightness and color ease passengers into sleep or help them stay awake. Everything is carefully orchestrated to prepare people's body clocks for a jump forward or back in time. The lighting design includes sunrises and sunsets and draws inspiration from Australian landscapes. Enclosed suites in first class provide passengers with the additional option of selecting which time zone they want to be on for the duration of a flight.

→ Wellness can be integrated into almost every product and service. Customers will be especially delighted if health boosters aren't just thoughtfully embedded, but — like Qantas' anti-jet lag lighting — require absolutely no effort on their behalf.

Almost everyone has experienced loneliness. Gallup's latest research reveals 23% of people worldwide felt lonely 'a lot of the day yesterday.' And people who are lonely are more likely to experience sadness (+36%), worry (+31%), stress (+30%) and anger (+26%). Beyond heightened negative emotions, 20% are more likely to feel physical pain.

Loneliness is a global concern, affecting all ages. Rates vary, from 6% in Vietnam to 45% in Comoros, but the emotion is pervasive. In 22 countries, the number of adults who feel lonely is over 30%, with countries in Africa showing the highest percentages. In many places, those aged 50+ are 10% more likely to experience loneliness than younger groups. In the US and China, however, it's those aged 15-29 who feel loneliest.

Gallup notes that in some countries, loneliness might not be as widespread as it seems because "individuals answering this question in these countries may be affirming they spent periods of their day physically, rather than emotionally, alone." That conflation might not only apply to the highest loneliness rates, but also to the lowest, for people who rarely find themselves physically alone.

Caveats about outliers aside, the middle range of 1-in-5 people feeling emotionally lonely is more than enough to warrant action. As entities with societal presence and influence, brands can help mitigate involuntary solitude by acting as guides, helping people connect online and offline. Two examples? Hinge's One More Hour funds organizations that host inclusive, diverse and low-cost IRL events. Online, retro-style social app NoPlace connects users around shared interests and quickly topped the Apple App Store charts after launching.

TrendWatching's Daily team is off for a week. In the meantime, why not dive into Amplify? Our trend intelligence platform includes:

• TrendWatching's proprietary trend framework, consisting of 15 mega-trends and 230+ emerging sub-trends
• Over 31,000 hands-on examples of innovative products and services, categorized by industry, trend and country
• Industry portals covering consumer insights for 15 major sectors
• Our self-paced course on how to spot and apply trends
• And much more!

Start your free 14-day trial today!

To celebrate International Fried Chicken Day, KFC Philippines invited fans to design their dream KFC snacks using Meta's AI sticker feature. From 4-6 July 2024, fried chicken enthusiasts could use the KFC Crave Generator to share their creations on social media with the hashtag #KFCInternationalFriedChickenDay. The fast food giant selected the 11 most innovative ideas, turning them from digital concepts into edible products. The creators of these chosen snacks were also invited to taste their creations.

This activation reminds us of Burger King’s Million Dollar Whopper Contest from earlier in the year. Neither KFC Philippines nor Burger King US made the fan creations available for sale to the public. However, consumers jaded by ‘the age of average’ still welcomed the opportunity to exercise creativity and co-create truly novel products. 

Alibaba Group’s e-commerce platform Taobao launched an updated Apple Vision Pro app late June 2024, coinciding with the headset’s release in mainland China. First introduced as a beta in April, the app combines spatial computing, 3D and mixed reality technology, plus Apple’s multi-window capabilities. Users can view items from multiple angles, compare options and scrutinize product details such as material, texture and finish. They can also test selected products in immersive environments, such as taking Xiaomi’s electric vehicles for a virtual test drive or DJI’s drones for a virtual test flight.

From as far back as 2018, Taobao has pioneered interactive online shopping concepts. The platform packaged retail offerings inside livestreams, encouraging consumers to visit Taobao multiple times daily to watch fun videos and shop while at it. It repositioned the value proposition of online retail from purely convenient to experiential and even communal. Now, with new technology, Taobao is looking to set new expectations for the digital shopping experience. 

Due to Taobao’s size, scale and reach, its latest app can also help drive mixed reality experiences toward mainstream adoption. New technology, like the Apple Vision Pro, requires practical applications to add value for consumers and encourage widespread uptake. In retail alone, there are currently only a handful of shopping-focused apps compatible with the headset, and most don't work outside the US. Given its popularity, the Taobao marketplace is an outsized addition to Apple Vision Pro's practical use cases, and regular consumers, especially those in Asia, will now have a stronger incentive to try the headset.

Providing a larger-than-life reminder of the pleasure of reading — as well as a spot to do so — Madrid's city council recently installed book-shaped benches across eight of its districts. The concept is the result of a partnership between the city, Penguin Random House, Carat and JCDecaux. All 26 benches, or bancolibros, portray titles published by Penguin, and each features a QR code directing viewers to more information about the book and its author.

This is the second edition of Siéntate a leer (Sit Down to Read), with six more book benches installed this year than in 2023. Titles for residents to perch on included Esnob by Elísabet Benavent, 'En agosto nos vemos' by Gabriel García Márquez and 'Mafalda' by Quino. Besides encouraging people to read, the campaign was also meant to promote local bookstores and libraries, near which most of the benches were strategically located. Presumably because they're not just street furniture but also advertising units for a specific publisher, the bancolibros were only up for a month, until 22 June 2024.

📖 Rather than telling people about books and reading, Siéntate a leer takes a more engaging and interactive approach, creating a physical and visual invitation to immerse oneself in literature. One to bring to your own city's streets?

Following George Floyd’s murder and #BlackLivesMatter, DEI job postings surged by 123%. However, with the US election looming and socio-political polarization spiking, companies are backpedaling, fearing the woke label. Zoom, Google and Meta have already scaled back their DEI initiatives, and now Microsoft joins the club, with a team leader sending an internal email declaring DEI is 'no longer business critical' while assuring their commitment remains steadfast… 😶

The World Benchmarking Alliance’s first Social Benchmark assessment provides another wake-up call. Its study evaluated the world’s 2,000 most influential companies — including major apparel and food brands — which collectively generate revenue equal to 45% of global GDP and employ 95 million people directly, plus hundreds of millions more indirectly. It found them lacking. Five key findings from the study:

🆘 HUMAN RIGHTS, DECENT WORK AND ETHICAL CONDUCT: A staggering 90% of the assessed companies fall short of fundamental societal expectations in these areas. Over 30% of companies scored between 0 and 2 points out of a possible 20.

🚫 DUE DILIGENCE: 80% of companies scored zero on initial human rights due diligence steps, such as identifying, assessing and addressing human rights risks and impacts.

🏛️ REGULATIONS: Companies in countries with human rights regulations scored nearly 60% higher on average than those in countries without such regulations.

💸 FAIR PAY: Only 4% of the 2,000 companies pay their direct employees a living wage, and less than 1% have set a target to do so. Just 3% support living wage payments in their supply chains.

🕵️‍♂️ TRANSPARENCY: A mere 11% of companies have established a policy that publicly outlines their approach to lobbying and political engagement, and only 5% disclose their lobbying expenditures.

Not only should the backpedaling stop, but it’s time to transform DEI commitments into accountability and action — from diversifying boardrooms to empowering factory workers. Both consumers and watchdogs are seeking tech solutions that can validate claims and clear up confusion; the dual forces of new laws and AI are paving the way. Are you ready to bring accountability to your entire supply chain?

Nissan's Second Delivery program is a tech-forward take on post-purchase support. Recognizing that modern vehicles are packed with complex features and questions are likely to arise once a new owner has spent some time behind the wheel, Nissan offers an in-person tutorial around two weeks after a car is purchased or leased. A trained Tech Expert visits the driver at their preferred location — home, office or elsewhere — to provide a comprehensive walkthrough of the vehicle's technology, from advanced driver assistance systems to smartphone integration and voice recognition.

Launched in February 2023 for Ariya owners, the complimentary service is resonating with buyers, with over 5,000 appointments completed and a 93% satisfaction rate. According to Nissan, participants appreciate the program's tailored, personal approach and thoroughness, with experts spending up to two hours answering questions and demonstrating features. Building on that success, Nissan will expand Second Delivery to Rogue and LEAF models in late 2024.

According to the recently published Transparency Index from Connected Impact and Ringer Science, greenwashing is on the decline: only 2% of US companies over-promoted (that is, greenwashed) their ESG progress. But that might not be a cause for celebration. Instead, many are taking the opposite approach, with 58% under-promoting their progress. The report, which analyzed over 600,000 corporate communications at 200 US and UK companies across 12 months, supports previous research from South Pole. 

But why are companies choosing to greenhush? It's primarily the result of more robust legislation, high-profile lawsuits and increasingly informed customers. For environmental advocates that have spent decades fighting greenwashing, this shift isn't exactly good news, with greenhushing linked to a loss of momentum (as companies become less ambitious with their targets) and less solution sharing.

Some companies are bucking the trend. Google recently revealed that its greenhouse gas emissions in 2023 were 48% higher than in 2019, with the increase mostly attributed to more energy required for data centers, a consequence of the growth of AI. It's a similar story at Microsoft, which has also gone all in with AI and seen supply chain emissions rise (in 2020, the company pledged to be carbon negative by 2030). 

While these numbers aren't great, they are public. Openly acknowledging the challenges of meeting climate goals is key to creating honest dialogue around the topic. And with many brands scaling up their AI ambitions, it will be essential to keep considering the environmental impact of the shift to AI-everything, as well as potential trade-offs. So, instead of retreating into silence, are you willing to talk about your progress — or lack thereof — when it comes to emissions? Building trust through transparency isn't new, but as sustainability knowledge intersects with concerns about the pace and impact of AI, it will be even more important for brands to deliver.

Aiming to help its residents cope with rising temperatures, the city of Madrid is testing a new type of bus stop shelter. In addition to providing shade, the 'Natural Cooling' bus shelter can actually lower ambient air temperature for waiting passengers by up to 9°C (16°F). Developed and patented by JCDecaux, the units aren't equipped with energy-intensive air conditioning. Instead, they use an age-old technique — evaporative cooling. As water evaporates, it absorbs heat from its surroundings and cools the air around it.

In the bus shelter, hot air passes through a wet, honeycombed panel. The cooled air is then directed toward people seated on its bench. The self-contained system runs on solar power and harvests rainwater, which is stored in a tank. It only switches on when temperatures exceed 25°C (77°F), and someone pushes a button on the cooling panel. No mist is produced, avoiding health risks associated with inhaling microscopic water droplets.

Madrid's municipal transport company, EMT Madrid, recently installed two of the shelters in Pavones and Villaverde Cruce. While JCDecaux announced the product in 2020, this is the first time it's being trialed in a public setting. The pilot project will allow JCDecaux and EMT Madrid, which operates 4,565 shelters throughout the city, to evaluate the concept's real-world performance. If successful, cooling shelters could be widely implemented, offering a tangible solution to urban heat challenges and providing residents with a bit of relief on sweltering days.

Quiet quitting is overhauling company cultures and outputs, pushing businesses to seek cheaper (remote!) talent from abroad while simultaneously enforcing return-to-office policies.

According to Autodesk’s State of Design & Make 2024 report, 59% of global employees (61% in Americas, 54% in APAC, 61% in EMEA) say their companies are recruiting remote talent from low cost-of-living areas. Meanwhile, 62% (63% in Americas, 57% in APAC, 65% in EMEA) report that their employers are mandating a return to the workplace.

And it’s not just RTO policies. Companies are scaling back on perks like four-day workweeks and summer Fridays… 🏝️

These actions will further fuel disengagement and exacerbate tensions between employer and employee. Smart companies will take a different approach. Instead of clinging to pre-pandemic norms (which didn’t work for many people anyway), they'll embrace a new vision on labor.

London-based fashion label Miista is making a bold statement with the opening of its New York store, its first physical space outside Europe. Addressing the current state of (political) affairs, the female-owned brand introduced a rage room. As Miista says, "It feels like our collective anger with the status quo is heavier than ever — which is no surprise considering the relentless political stupidity and human suffering we see in the news every day."

As an emotional outlet, Miista transformed part of its new Orchard Street store into a temporary corporate office-themed rage room before it officially opened on 19 July 2024. The space was decorated with discarded supplies found around the city, and Miista invited members of its NYC community to physically express their frustrations by smashing and destroying everything in sight.

The concept extends beyond the initial happening, evolving into a "community rage wall" that will be an ongoing store feature. Visitors are encouraged to write their concerns, whether personal or political, on Post-It notes to be displayed on the wall, creating a living document that captures the pulse of New York sentiments, particularly as November's US elections approach.

Researchers from University College London and the University of Waterloo have uncovered a surprising insight into how the general public perceives AI bots. A study published in Neuroscience of Consciousness found that 67% of participants attribute some degree of consciousness to ChatGPT. Only a third of the sample of 300 believed ChatGPT does not have subjective experience. The finding highlights a significant gap between public intuition and expert opinion, since most neuroscientists and consciousness researchers consider it highly unlikely that language models currently possess consciousness.

The study also found that greater familiarity with ChatGPT correlates with a higher likelihood of attributing consciousness to the large language model. People's perception of LLMs possessing consciousness is likely related to the conversational style of responding to queries. If interacting with an AI bot feels like interacting with a human, it's understandable people will believe bots possess other human faculties, too — including experiencing mental states. In an accompanying press release, lead researcher Dr. Clara Colombatto, professor of psychology at Waterloo's Arts faculty, noted: "These results demonstrate the power of language because a conversation alone can lead us to think that an agent that looks and works very differently from us can have a mind."

As conversational and agentic AI become more integrated into daily life, a widespread notion that they might be sentient has profound ethical implications. Ascribing human-like states could lead to an overreliance on the technology and potentially perilous levels of trust in its output and capabilities. And, for better or worse, people who believe AI is conscious might form deeper emotional connections with these systems. All of which is particularly relevant in areas like healthcare, customer service and education, where AI is increasingly used. 

Siam Kubota, a manufacturer of tractors and other machinery, has partnered with Thai streetwear label Greyhound Original to launch an upcycled clothing collection made of rice straw. Left over after harvesting rice, the straw is an agricultural waste product that's typically used for livestock, compost and biomass fuel (if it's not burned on fields). Siam Kubota collaborated with Rajamangala University of Technology and with local collectives of rice growers, silk farmers and weavers to create a new fabric made of rice straw and silk.

Each piece in the ‘Turn Waste to Agri-Wear’ capsule collection was created using the resulting material. Launched late June 2024, the collection includes shirts, pants, jackets and hats. Prices range from THB 1,500 to THB 6,900 (USD 41 to USD 191), comparable to regular Greyhound Original items.

🌾 In Asia, where most consumers still see sustainability as a novelty or a luxury instead of a must-have, education and accessibility are paramount to driving mainstream behavior change. Appealing to consumers through a vertical with an existing cultural identity — in this case, streetwear — lowers the barrier to adoption. Of course, one upcycled capsule collection will not make Thais turn into sustainability advocates overnight. But it’s an eye-catching step towards long-term change.

It bears repeating that Kubota — which was founded in Japan in 1890 — makes tractors and mini excavators. That's miles upstream in the supply chain for venturing into innovations for end consumers. If an agricultural brand can create cool streetwear capsule collections, there's no excuse for any other brand not to develop their own creative spin on sustainability.

South Korean event agency Nominom hosted the 'Best Dream Concert,' the first sleep concert in Korea. Designed to help those suffering from insomnia and sleep deprivation, the event featured artists performing soothing, slow-tempo music live over 12 hours from 7 pm to 7 am. Attendees could also participate in a light yoga class to unwind before bedtime. Instead of seats, beds and pajamas were provided for each concertgoer. Held in Q2 2024, the event sold out quickly, with tickets priced at KRW 70,000 (approximately USD 50).

What's the one thing that comes to mind when you think of South Korea? K-pop, most likely. However, the global success of K-culture is just one facet of the country’s meteoric growth. One study estimated that between the 1960s and 1990s, South Korea’s economy grew by 1,500% while per capita income increased eightfold. That economic miracle isn't without a price — the push for progress has fostered a hyper-competitive society, and the nation is now grappling with a mental health epidemic and the highest suicide rates among OECD countries.

However, South Koreans, predominantly younger generations, are hitting back and making a stand for wellness. Counter-culture movements like ‘hitting mung’— the notion of sitting somewhere to space out — became popular in the early 2020s. There’s also an annual competition for who can be the best at ‘doing nothing’ (the irony there is not lost on us).

The pursuit of wellness isn’t limited to South Koreans — in China, young people are checking themselves into ‘junior nursing homes’ to reset and find respite from demanding urban lifestyles. In cultures that chase betterment at all costs, being the master of your own time and (head)space is now the ultimate luxury.

The opportunity for brands here is clear: how might you promote and foster a counter-culture that normalizes prioritizing self-care and wellness?