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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?

1 August 2024 marks this year’s Earth Overshoot Day, arriving a day earlier than in 2023. According to the Global Footprint Network, humanity has consumed more resources in just seven months than our planet's ecosystems can regenerate in a year. And if everyone lived like the average American, we would need 🌎🌎🌎🌎🌎 Earths to sustain annual demand...

📈 The relentless pace of economic and population growth is depleting our planet’s resources at an alarming rate, harming both environmental and human health. Meanwhile, Kuwait just announced a 'giant' oil discovery, Guyana wants to be the new Qatar and the hunt for new oil and gas drilling sites is far from slowing down.

So, we need to act now to #MoveTheDate of Earth Overshoot Day. To get started, check out 🌿 Power of Possibility: 50+ existing solutions that are ready to scale. Looking to place resource depletion, biodiversity loss, air pollution and climate breakdown in the context of consumer trends? 👀 Dive into our ecology macro-trends and related sub-trends, and get inspired by impact-driven innovations.

Bird Buddy, the tech-for-nature startup, has unveiled a new AI feature called Name That Bird. The technology allows people to identify and name individual birds visiting a smart feeder in their yard. Using Bird Buddy's high-resolution camera, the AI can recognize unique elements of each avian visitor, enabling bird enthusiasts to form deeper connections with those who regularly stop by.

This personalized bird identification system not only lets users name their favorite visitors but also notifies them when a specific bird returns to the feeder. For instance, users can name a Northern Cardinal 'Bob' and receive alerts whenever Bob flies in for a snack. While still experimental, this non-invasive approach to tracking individual birds could massively benefit conservation efforts as it becomes more accurate over time.

Name That Bird is part of Bird Buddy's Nature Intelligence suite. Another feature detects sick or injured birds and tells users how they can help, while Pet Alert warns users of the presence of pets (read cats 🐈) near a feeder. Bird Buddy has also extended its species recognition capabilities, enabling identification and recording of butterflies, raccoons and other backyard creatures.

The redefinition of globalization continues to present unique challenges for international B2C brands. Geopolitical tensions and ever-increasing polarization make operating globally more of a tightrope act than ever, and multinationals seeking to win consumer trust need to ramp up their multi-local approach — without compromising their brand values.

So, what are the best routes to establishing local trust? The 2024 Edelman Trust Barometer Special Report: Brands and Politics surveyed over 15,000 people in 15 countries. When respondents were asked to pick one or more ways "a foreign brand will earn my trust", their answers lined up as follows:

🏢 Creates good jobs locally (49% agree this earns trust)

📜 Follows local laws (47%) and respects government policies (33%)

🤝 Works with local suppliers (44%)

🌍 Addresses societal challenges (31%)

🎨 Adapts products to local cultures — consumers in India (49%), South Africa (45%), Indonesia (45%), Brazil (43%), and the UAE (43%) particularly interested in this

One common thread? The Global South craves recognition. Historically underrepresented and stereotyped, these regions increasingly see their cultural capital as a source of pride. Brands aiming to resonate with consumers in these markets need to move far beyond a one-size-fits-all approach by adapting to, celebrating and empowering (hyper)local communities. One example of a brand getting it right? Adidas partnering with Mexican artisans to create hand-embroidered national soccer jerseys.

It's hard to believe, but athletes have never had access to a dedicated space for spending time with their babies and young children while competing at the Olympics. The 2024 Paris Olympic Games will see the first-ever Olympic Village Nursery, courtesy of Pampers and designed for children of diaper-wearing age.

Located in the non-residential area of the Olympic Village Plaza, the nursery will be open daily from 9 am to 9 pm, providing a calm space to care, nurture and bond. In addition to comfortable seating and a play zone, there's also a private area for breastfeeding. Naturally, Pampers diapers and wipes will be on offer, too. 

One of the athletes helping launch the initiative is US Track & Field legend Allyson Felix, who is both an 11-time Olympic medalist and a mother. Felix explained to NBC, "I had the experience of coming back to competition with my daughter, and it was really challenging. [...] It was even hard in ways I didn't expect, like staying in hotels, washing bottles, all the things you have to bring, feeding your baby in stadiums, who's going to watch your baby."

The nursery is part of the IOC's commitment to pro athletes who are also parents, recognizing the unique challenges they face while balancing extremely demanding careers with raising young children. Within or beyond sports, what's a longstanding pain point your brand could solve? Before you get started, find your Allyson Felix — a knowledgeable advocate with first-hand experience of exactly what needs fixing. 

When Sam Altman and Arianna Huffington announced the launch of Thrive AI Health in an op-ed in TIME, they opened with an alarming statistic: 129 million Americans have at least one major chronic disease. The startup wants to tackle that with a hyper-personalized AI health coach that offers precise recommendations in real-time. Trained on peer-reviewed science and incorporating behavior change methodology used by Huffington's Thrive Global, Thrive AI Health Coach will offer suggestions related to sleep, food, movement, stress management and social connection. No word yet on pricing or a release date, but the service will be available as a mobile app.

All about prevention
This isn't the first AI-powered health innovation that promises personalized support (see Nvidia's partnership with Hippocratic AI and the NHS's forthcoming rollout of Flok). However, the emphasis here is on preventative healthcare. Thrive AI Health's big promise is that it will 'scale and democratize' customized health nudges, empowering people who want to be healthier without placing more demands on overstretched healthcare systems. Preventative care is much needed.

OPTI-BOTS
Recent research found that 31.3% of the global population (around 1.8 billion people) failed to meet recommended physical activity levels, up from 26% in 2010. That number is projected to rise to 35% by 2030. Smart companions that encourage people to adopt better habits — a trend we've dubbed OPTI-BOTS — could help provide motivation and guide those who don't know where to start.

Not just for better health
Implications ripple beyond healthcare. Once people are accustomed to bots offering a personalized route to better health, they'll look for similar services that coach them through DIY phone repairs, help prepare for job interviews or understand their savings goals. Which knowledge gaps prevent your consumers from reaching their full potential? Can you build AI-powered solutions that meet those needs?

Data control and consumer trust 
A final thought: the promise to provide customized insights needs to be accompanied by privacy assurances, which could hold back adoption. When Edelman surveyed people across 12 countries about trust and health, 55% said that, over the next five years, technology will have a negative impact on healthcare, up 8 percentage points from Q1 2018 📈. Unwanted information and compromised health privacy were cited as concerns. Thrive AI Health emphasizes users will have control over data they share, but will that be enough to allay concerns? And how should these uncertainties factor into your own OPTI-BOTS?

After struggling to attract enough teenagers to stock shelves and price goods, Dutch drugstore chain Kruidvat reimagined the application process for after-school jobs. Recognizing that first-time job interviews can be intimidating, the company now encourages teens to apply together under its apply with your bestie initiative. Friends, cousins, neighbors — after responding to an opening as a team, young job seekers are also interviewed jointly, making the experience less daunting and more fun.

If the BFFs are hired, store managers do their best to schedule them to work the same shifts. Additionally, the AS Watson-owned brand has streamlined its process by allowing candidates to apply via WhatsApp, promising to connect applicants with a recruiter and a nearby store within 24 hours. Kruidvat has also simplified employee contracts. For part-time positions under 12 hours per week, it condensed a previously lengthy document to a single sheet of paper.

Kruidvat started allowing friends to apply together in 2022. Following positive feedback from employees and store managers, it recently launched an extensive marketing campaign spotlighting the option, which saw the number of applications by twosomes jump by 83%.

The beginning of July marks school graduation season in China. In Shanghai, language learning app Duolingo joined Xiaohongshu’s University of Life pop-up event, an initiative welcoming graduates to the ‘school of life’ and encouraging them to embark on continuous learning. Armed with a (fake) kitchen knife, Duo, the brand’s iconic owl mascot, chased raced attendees around the event and playfully compelled them to create a 10,000-day language-learning plan. Hilarity ensued.

On the surface and in isolation, this might seem like a silly brand activation. However, it aligns with a running joke among the app’s users. Duolingo's wildly successful approach to user engagement centers on gamification and the daily streak system. This has given rise to a community of regular users committed to maintaining their streak. For them, Duo the Owl is regarded as a half-hilarious, half-tyrannical figure who will make you complete your daily lesson, often with progressively passive-aggressive reminders.

While we doubt that the Duolingo marketing team originally intended to paint Duo as an unhinged taskmaster, the brand has done extremely well by running with the organic community response. Official Duolingo social media accounts lean into the persona and reply in character to user-generated content online, while offline, the brand stages activations such as this one at the Xiaohongshu event.

Duolingo demonstrates that one of the best ways to build an authentic brand community is to center it around shared behaviors and responses that arise organically when users interact with your brand. What common user experience can you lean into?