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According to Hilton’s 2025 Trends Report, 2025 is the year of the travel maximizer. With a third of people having already booked a trip and 67% prioritizing vacation budgets over other saving goals, global travelers want to make the most of every moment. Featuring insights from 13 countries, the report is a snapshot into what will fuel wanderlust in 2025:

1️⃣ THE GREAT OUTDOORS // 1 in 4 seek out unique experiences, with 20% chasing outdoor adventures ➡️ To mitigate the impact of light pollution on wildlife, Red Sea Global is the Middle East’s first certified Dark Sky Reserve.

2️⃣ SOUL SEARCHERS // Tired of Insta-perfect vacations, 22% embrace #SoftTravel for self-discovery and mental wellbeing ➡️ Set to open in Austin in 2026, Submersive is a 25,000-square-feet spa merging art, tech and wellness for a transformative escape.

3️⃣ FAMILY FLIGHTS // Family travel is soaring – 37% vacation with parents, 40% bring extended family, especially in India, Mexico and Saudi Arabia ➡️ The Grans Go Free campaign by EasyJet Holidays saw the company fly grandparents to sunny spots like Spain and Greece for free.

💡 Not a travel brand? Consider how expectations created by these travel trends can be translated into your industry.

No more gaming the system? Sony launched a new strategy to curb unscrupulous resellers from getting their hands on the latest PlayStation consoles — it's requiring potential buyers to prove their dedication as gamers. To pre-order the upcoming PlayStation 5 Pro 30th Anniversary Limited Edition set, customers must have at least 30 hours of gameplay logged on their PlayStation Network accounts between 22 February 2014 and 19 September 2024.

Thirty hours is an entirely reasonable threshold for genuine players to meet — for instance, the playtime to complete 2024's breakout game Black Myth: Wukong ranges between 35.5 and 64.5 hours. The cut-off date ensures resellers trying to clock the required hours after the announcement will not qualify. The measure, aimed at combating resellers buying up stock and flipping it for highly inflated prices, prioritizes genuine gamers. The initiative is currently limited to the Japanese market, and Sony has not indicated any plans to expand it globally.

Fans' dedication to their favorite thing — whether a PlayStation console, a Taylor Swift concert, or whatever the hottest sneaker drop is — makes them the most valuable group of consumers for brands to have. Unfortunately, their passion also makes them vulnerable to parties looking to exploit the price elasticity of their enamored demand. Sony's latest anti-resale strategy makes for a powerful audience engagement initiative: not only addressing a longstanding pain point for fans, but also allowing those fans to flex their identity and credentials as gamers. 

Moreover, it demonstrates to avid PlayStation fans that the brand cares. Sony makes the same amount of revenue, regardless of who purchases a console. By actively taking measures to help genuine gamers acquire limited-edition releases, the brand gives fans the recognition they deserve. How is your brand validating and rewarding its genuine fans and most loyal consumers?

When Singapore residents Genevieve and Hsien Jin struggled to find a blood donor for their dog Bruno during an emergency, they saw an opportunity. On International Dog Day in August 2024, they launched Bark Bank, Singapore's first digital canine blood registry. Bark Bank addresses the fragmented process of sourcing canine blood by centralizing donor registration and screenings. After owners register their dogs, veterinary clinics manage the donation process. The platform collaborates with vets, animal welfare groups, and dog owners to ensure best practices.

The initiative aligns with Asia's booming pet economy, driven by more individuals remaining single, couples opting out of parenthood, and family sizes continuing to shrink. Brands are capitalizing on the trend, but Bark Bank highlights an opportunity beyond just selling more products. As pets become integral members of households and society (including taking on active civic roles like the Seoul Dog Patrol Program), ownership challenges and animal welfare are gaining prominence. Innovating to solve these issues offers brands a purposeful way to participate in the pet economy. How could you leverage the rising influence of pets to deliver meaningful offerings that enhance the lives of furry companions?

Recognizing that many of its customers are (still) feeling the squeeze of inflation, The Ordinary is experimenting with something it's never tried before: a "Choose Your Price" option for a popular product set. The skincare brand, known for its no-frills approach to effective formulations, is inviting customers to select from three price points for The Daily Set: full price, 23% off or 40% off, based on what they can afford. Paying the regular price will support the initiative and help make skincare accessible to others. 

This pay-what-you-want model isn't just clever marketing; it's a litmus test for how much the brand can trust its customers to do the right thing — a gamble that hinges on the belief that people will pay fairly. By allowing those who can afford it to subsidize others' purchases, The Ordinary also fosters a spirit of community care. The promotion is offered in-store and online and runs through 31 October 2024; the brand will then assess whether it can continue.

It's a sharp contrast with dynamic pricing, which is spreading from ride-haling apps and airline tickets to fast food and supermarkets. While opaque, algorithm-driven systems can leave shoppers feeling manipulated, The Ordinary flips the script and empowers them instead. By ceding pricing control, the brand transforms a simple transaction into a reflection of shared values and of the financial realities its customers face. PWYW schemes aren't new, but as people are increasingly reduced to data points for profit maximization, handing them the reins can still seem radical.

The Vogue Business size inclusivity report reveals a worrying trend on the SS25 runways. Out of 8,763 looks presented across New York, London, Milan and Paris, a mere 0.8% were plus-size (US 14+), 4.3% mid-size (US 6-12), while a staggering 94.9% were straight-size (US 0-4). While a few champions of body diversity stand firm, notably Ester Manas (see photo) and Rick Owens in Paris, Bach Mai in New York and Karoline Vitto in London, many designers are reverting to the toxic 'ideal' of ultra-thin.

As the report highlights, "the body positivity movement has lost steam in mainstream culture as the pendulum has swung back to the glamorization of thinness, amid the rising use of Ozempic and the subsequent shrinking of celebrities and influencers." This trend is building pressure far beyond runways and celebs: 31% of Gen Z and 32% of Millennials in the US say simply knowing about GLP-1 drugs makes them feel pressured to lose weight.

💊 With weight-loss drugs like Ozempic becoming more accessible, brands need to ask themselves: do we truly want to abandon body acceptance? Beyond the moral imperative of protecting people's self-image and wellbeing, inclusive representation has the power to boost sales (by up to 16%).

Working with BBDO Ecuador, real estate developer Minutocorp recreated Grand View, its new 700-apartment complex near Guayaquil, inside Fortnite. Gamers can explore the development's layout and amenities by searching for the map or using island code 6199-7940-7031. As players make their way through the property, Minutocorp's sales staff are on hand to answer questions and even take people's details to close a deal.

The campaign's success is impressive. Mario Costa, Marketing Manager at Minutocorp, revealed that while the physical project typically receives 100 visits per month, its Fortnite counterpart was explored by 4 million people — equivalent to roughly 23% of Ecuador's population — in just two weeks. With an estimated 2 million gamers in Ecuador and the average gamer in Latin America aged between 28 and 44 (prime home-buying years), the strategy taps into a significant demographic.

Traditional real estate marketing is, well, not too exciting. Adding digital entertainment to the mix can pay off — Minutocorp's foray onto Fortnite bagged the company a 3400% return on investment within the first few weeks. The campaign demonstrates how Fortnite and other gaming platforms can be leveraged not just for marketing to customers who often spend hours a day gaming, but also as an immersive sales tool. (Related: It's showtime! Roblox is selling movie theater tickets for the Beetlejuice sequel)

At this year's London Fashion Week, Malwee — one of Brazil's largest names in everyday clothing — announced a t-shirt capable of capturing carbon dioxide from the atmosphere. The Ar.voree t-shirt, which borrows its name from árvore, the Portuguese word for tree, absorbs CO2 while worn. When the t-shirt is washed, the captured CO2 reacts with regular laundry detergent and is broken down into sodium bicarbonate. Absorbent agents in the fabric are simultaneously recharged, and the process can start all over again: wear, capture, wash, repeat.

Malwee partnered with Singapore-based startup Xinterra, which combined AI and high-throughput experimentation to develop its COzTERRA fabric finish from scratch to patent application in just 11 months. Malwee will be rolling out Ar.voree t-shirts later this year and claims a single tee can capture 12.6 grams of CO2, with 25 shirts absorbing as much as one mature tree does in a day.

Meanwhile, new Singapore label Kemunna just opened waitlists for its two inaugural t-shirts, both of which were treated with COzTERRA. One simply says, "CO2 capture in progress," while the other fittingly references then Prime Minister Lee Kuan Yew's 1967 vision of transforming Singapore into a green and lush Garden City and shows iconic Peranakan shophouses "reimagined with an AI solar-punk twist."

👕🫧 By turning a ubiquitous piece of clothing into an active participant in fighting climate change, COzTERRA, Malwee and Kemunna challenge conventional notions of eco-friendly fashion. As COzTERRA puts it, the textile treatment enables every human to become a CO2 removal agent. One to get it on early?

The 2024 Global Wellbeing Report from Lululemon uncovered a wellness paradox: the relentless pursuit of wellbeing may be making people less well. While 89% of people across 15 countries are doing more to improve their wellbeing, the global wellbeing score is stuck at 66%. Why? The report flags three key pressure points:

1️⃣ Societal pressure: 61% think they need to appear well, even if they're not. The percentage jumps to 76% for Gen Z and 71% for Millennials. For many, that pressure leads to wellbeing burnout (45%), with the majority (63%) feeling powerless to improve their wellbeing

2️⃣ Advice overload: 53% say there's too much contradictory information on how to improve their wellbeing

3️⃣ Loneliness: 89% of those with wellbeing burnout say loneliness is a contributing factor

In 2025, it’s time to break the cycle. The authors of Lululemon's report suggest quieting the noise, inviting others to join the journey and doing what actually feels good.

Despite countless attempts by entrepreneurial engineers, residential wind power hasn't gained widespread adoption, primarily due to inefficiency at small scale and in built-up neighborhoods. Additionally, noise, vibration, aesthetic concerns, high upfront costs and potential structural complications have limited the appeal of rooftop turbines compared to solar panels.

However, Dutch startup Cell Technologies has developed a small wind turbine that it believes can revolutionize household energy production. The Blade X1, standing at 1.40 m/4.6 ft tall with a diameter of 60 cm/24 in, can be placed on a flat roof, in a garden or mounted on a pole attached to the side of a house. Punching above its weight and size, the turbine is said to generate between 2,500 to 3,000 kilowatt-hours of electricity annually — enough to power an average Dutch household, all thanks to a design that can harness wind energy both on entrance and exit.

Safe for birds and virtually silent, The Blade is also unlikely to run into zoning restrictions or neighborly objections since just the top 90 cm/36 in of the unit will extend above a home's roofline. As reported by Change Inc., production is set to commence in late 2025, and The Blade will be priced at EUR 2,500 (excluding VAT, pole and installation), positioning it as an accessible source of clean energy for most homeowners and renters.

Improving its service for deaf and hard-of-hearing passengers, Virgin Atlantic has become the first UK airline to offer British Sign Language (BSL) trained flight crew. The airline recently put its commitment to the test by inviting deaf Gladiators star Jodie Ounsley and deaf content creators Hermon and Heroda Berhane to experience the enhanced service on a flight from London to Washington, DC — and it promoted the initiative in a sign-language-only video.

Research by RNID, a UK charity supporting the 18 million people in the UK who are deaf, have hearing loss or tinnitus, indicates 82% of deaf or hard-of-hearing individuals plan to travel in the coming year. Over half are worried about communicating with crew members. When flying with Virgin Atlantic, they can request a trained staff member who can use BSL to welcome passengers, assist with navigation, relay announcements and help with accessible in-flight entertainment. The airline is also working on increasing subtitled entertainment options and implementing on-demand BSL interpreters for customer service teams.

Virgin Atlantic isn't the first airline to get its cabin crew signing:
🇹🇷 In 2017, Turkey hosted the Deaflympics and Turkish Airlines introduced a six-day 'international hearing impairment language training' program
🇺🇸 In 2019, Delta debuted name tags identifying crew members who speak sign language
🇳🇿 In May 2024, Air New Zealand flew the world's first commercial flight where attendants communicated with passengers using New Zealand Sign Language
🇮🇳 In May 2024, Indian low-cost airline SpiceJet started adding attendants trained in sign language to select flights
🇸🇦 In June 2024, low-cost Saudi carrier Flynas announced it would be training cabin crew in sign language
 
🤟 Those corporate DEI efforts overlap with a growing interest in sign language among non-deaf individuals, fueled by interpreters captivating audiences during concerts and COVID-19 briefings, and by easily accessible tutorials on YouTube and TikTok (not all of which are accurate 🙄). That wider popularity is making it easier for brands across various sectors to engage workers in learning sign language, potentially leading to more inclusive workplaces, public spaces and service industries. 

In the Philippines, the Christmas season spans the entire length of the 'ber' months, starting in September. To celebrate the unofficial yet widely-embraced start of the festive period, Manila-based cafe and coffee roaster Commune teamed up with Google Philippines on a limited edition Bibingka Latte. Drawing inspiration from a traditional Filipino Christmas delicacy, the espresso and steamed milk drink is topped with shredded queso de bola and salted egg, and decorated with a torched banana leaf.

Bibingka Latte was created using Gemini, Google's generative AI model. Gemini drafted various drink concepts, which Commune's baristas then refined. Google also trained Commune staff on AI applications to help them craft innovative new beverages. Aside from serving as a reminder that the end of another year is fast approaching, the collaboration highlights three takeaways for brands to consider. First, cultural micro-moments, like the start of the 'ber' months in the Philippines, are important organic milestones. More localized and bottom-up than the standard holidays marketers are accustomed to activating, they resonate deeply with consumers. How might your brand engage with cultural micro-moments that matter to your audience?

Secondly, using generative AI to spark new ideas that workers can run with demonstrates the power of combining artificial intelligence and human creativity — and the resulting real-world products make AI's potential tangible to consumers. Finally, Google and Commune's partnership underscores the importance of working with diverse entities to explore how new technologies can benefit to society. The combination of generative AI, Filipino coffee and festive treats might not have been on your 2024 trend bingo card, but it's time to consider which communities your brand can collaborate with to push innovation boundaries.

NIVEA's survey of 8,000 people across eight countries (🇧🇷🇨🇳🇫🇷🇩🇪🇵🇭🇿🇦🇬🇧🇺🇸) reveals a stark reality: 1 in 4 people are grappling with isolation always or often, confirming the existence of a global loneliness epidemic.

😞 Ripple effects
Health repercussions: 53% report worsening mental health and 48% feel physically worse, with loneliness linked to a 29% higher risk of heart disease and a 32% higher risk of stroke.
Stubborn stigma: 58% feel helpless when seeking support and 40% feel shame about their sense of isolation. While 67% know where to find help, only 46% feel comfortable reaching out.
Empathy deficit: 81% think people today are just looking out for themselves. 58% of them feel alone even when they are around other people.

🌍 NIVEA's response
Since 86% of people are convinced loneliness is only getting worse, NIVEA just launched NIVEA CONNECT. The project's mission is to bridge the loneliness divide, dismantle the stigma and spark meaningful connections. By 2026, NIVEA CONNECT will be active in 40 countries, working with experts and local communities to drive lasting change.

✨ Your mission?
What shape is your brand's community in? Think about its purpose: does the community genuinely connect people over their shared interest or passion (for your brand, or for what it enables them to be or do)? Could you take it up a notch by partnering with local organizations and health professionals to tackle the loneliness epidemic head on?

Every year, millions of airline passengers check in their luggage and never see it again. Eton, the Swedish menswear brand, has unveiled an innovative after-sales offering that transforms the frustration of lost bags into a novel brand experience. Dubbed 'The Phoenix Service,' it's a lifetime travel insurance for the company's iconic White Signature Twill Shirt.

The free service promises to replace any White Signature Twill Shirt lost in checked baggage. After customers provide the airline's documentation confirming their missing luggage, Eton will send them a brand-new shirt. By addressing a common travel headache, the brand positions its product as more than just an article of clothing; it's a reliable companion that its wearer can't be without. 

🧳 Eton's creative approach to customer care exemplifies what we call EMPATHY ENSURANCE: brands stepping up to provide meaningful post-purchase support in an uncertain world. By offering lifetime travel insurance for its iconic White Signature Twill Shirt, Eton addresses a familiar pain point and transforms it into an opportunity to demonstrate empathy and care. The Phoenix Service exemplifies how brands can combine practical problem-solving with emotional reassurance to foster stronger connections with consumers — and secure their increasingly elusive loyalty.

In a bid to encourage more sustainable urban mobility, a UK municipality is testing an innovative traffic light system that gives priority to cyclists. The trial uses AI-powered sensors to detect approaching riders and automatically adjust signal timings in their favor. The system, installed on the A34 Stratford Road, near Blythe Valley, where a cycle lane crosses a highway, employs video cameras and artificial intelligence to identify cyclists from up to 30 meters away.

As bikes approach, the lights for motorists turn red, while cyclists are given a green signal. By removing stops and starts, cycling becomes more appealing and efficient, potentially leading to fewer car trips, reduced traffic congestion and improved air quality. While the Stratford Road pilot prioritizes people on bikes, the lights can be programmed to favor different user groups based on time of day or a location's specific needs, and can adapt as urban mobility patterns evolve. The technology used here is by VivaCity; ViNotion developed a similar model that's being rolled out in various municipalities in the Netherlands.

Traffic management has long prioritized cars. Improving flow for cyclists and pedestrians represents a shift towards urban planning that is both more human-centric and more aligned with sustainability goals. If successful, these systems could accelerate the adoption of cycling as a primary mode of transit. And inject a bit of AI magic into people's daily commutes ✨🚦

ASICS, the sportswear brand, has launched a provocative campaign to highlight the mental health risks associated with desk work. Its global State of Mind study, involving 26,000 participants, revealed a strong link between sedentary behavior and declining mental wellbeing. Additional research focused specifically on office workers and found that after just two hours of continuous desk work, people start feeling worse, with stress levels rising significantly after four hours. To drive the message home, ASICS enlisted actor Brian Cox (aka Succession's patriarch, Logan Roy) for a PSA, where he plays "the world's scariest boss" and emphasizes that the real threat to mental health is the desk itself.

Unsurprisingly, ASICS' research also offers a solution — its desk break experiment, overseen by Dr. Brendon Stubbs from King's College London, demonstrated that a mere 15 minutes of movement can help reverse the negative effects of sedentary screen time. After moving, researchers found that activity across the brain's frontal, central and limbic regions increased, "resulting in enhanced focus, reduced stress and improved sense of calm."

Participants who incorporated a 15-minute movement break into their workday saw a 22.5% improvement in their mental state. Over the course of a week, these brief breaks lowered stress levels by 14.7%, boosted productivity by 33.2%, and improved focus by 28.6%. In light of these findings, ASICS is encouraging its own office-based employees to take regular movement breaks and is inviting workers worldwide to (a) join the #DeskBreak movement on World Mental Health Day, 10 October 2024, and (b) make desk breaks an employee benefit. A downloadable guide includes a letter people can submit to their HR department.