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Turns out, Gen Z and Millennials are swiping less and strolling more. According to the 2024 American Express Shop Small Impact Study, 90% of young consumers in the US have discovered a small business simply by wandering their neighborhoods — outranking the 80% who find new favorites via social media.

This post-pandemic shift to IRL discovery reflects a craving for deeper, more authentic connections — a contrast to the endless scroll of social commerce. It’s a welcome trend for small businesses: 86% of owners say they rely on community support to thrive, and 68% of Gen Z and Millennials plan to shop at small businesses this holiday season.

In a tech-saturated, algorithm-driven world, proximity breeds possibility. So, while social conversions might win on metrics, brands are seeking to build local relevancy and consumers are hungry for surprise and unpredictability. Heading into 2025, how will you design for serendipitous discovery?

A new fashion brand aims to produce premium, family-oriented clothing while rebuilding economic opportunities in Aleppo. Shami Family, co-founded by Syrian craftsman Mohanad Shami and Dutch entrepreneur Stefan Peinemann, recently unveiled its first collection of luxury tracksuits made from 100% Syrian cotton. The Rotterdam-based brand will establish a production studio in Aleppo in the coming year, creating stable employment for local artisans in a region renowned for its textile heritage.

The venture, launched just weeks before the Assad regime was overthrown, bypasses traditional NGO structures to directly reinvest profits into Aleppo’s community. Shami Family’s strategy aligns with a demand for transparency in fashion supply chains while showcasing how brands can meaningfully engage with regions typically overlooked by the industry. “Our choice of Syria isn’t just practical, it’s a powerful signal to other entrepreneurs about reconsidering where and with whom they produce,” Peinemann told De Ondernemer.

It’s also a powerful story for the brand’s customers to share — Aleppo isn’t an answer anyone expects after asking a friend where their new tracksuit is from. As Syria and other countries rebuild their economies from the wreckage of war and oppression, it’s a model that could inspire other brands to explore how unorthodox manufacturing decisions could drive direct, positive change in communities with deep craftsmanship traditions but limited opportunities. DTC × Direct-to-Rebuild?

Influencers shape public discourse daily, but there’s a problem: two-thirds skip rigorous fact-checking, according to a recent UNESCO report, with 42% gauging credibility by likes and shares and others trusting content simply because their friends shared it. But, according to UNESCO’s survey, they’re open to improvement. Nearly three-quarters want to learn how to verify information properly.

Addressing that critical verification gap, UNESCO and the Knight Center for Journalism in the Americas have launched a free, month-long global course created by media literacy experts and leading influencers, available in English, French, Spanish and Portuguese. The initiative has already drawn over 9,000 participants from 160 countries, aiming to equip creators with essential skills in source verification, disinformation detection and collaboration with traditional media outlets.

Beyond addressing immediate concerns about the spread of disinformation, the program suggests a future where digital influencers could serve as more reliable bridges between news sources and their audiences, potentially transforming how verified information flows through social media channels. For brands that champion knowledge and trust, supporting this shift is an opportunity to foster a more informed society — wherever people choose to get their news.

Marking the start of the holiday season, Singapore-based grocery chain FairPrice Group set up interactive billboards made from food-scented gift wrappers outside its Clarke Quay outlet. The wrapping paper, adorned with Christmas-themed food motifs, features distinctive scents such as Cherry Pie, Christmas Salad and Raspberry Chocolate. From mid-November, passersby can tear off sheets to take home. Inside the store, shoppers are also invited to sample the dishes that inspired the designs, and enjoy scheduled performances of Christmas carols.

Multi-sensorial is the name of the game. Earlier in November, recreational destination Sentosa Island debuted a “sensorial wallscape” incorporating scent and sound in Singapore’s Dhoby Ghaut train station. And remember those eye-catching mango-scented newspapers by India-based Swiggy Instamart from earlier in the year.

A study released in October 2024 revealed that 42% of global consumers identified their most enjoyable experience from the previous week as occurring in the physical world, compared to just 15% in the digital realm. Consumers feeling the brain rot caused by highly digital lifestyles will appreciate real-world encounters that re-awaken their physical senses. The serendipitous nature of unexpected, multi-sensorial experiences encountered during daily routines also evokes surprise and delight — a premier factor in driving consumer loyalty. How might your brand turn consumers’ real-world surroundings into a multi-sensorial playground?

Hyundai Motor and Kia Robotics have introduced the X-ble Shoulder, a wearable robot designed to support overhead tasks and reduce musculoskeletal strain. No batteries required! The device alleviates shoulder load by 60% and deltoid muscle activity by 30%, improving worker comfort and safety in a wide range of industries, including construction, shipbuilding, aviation, agriculture and automotive manufacturing.

Globally, 37% of those polled believe AI and robotics will improve their jobs, but almost the same percentage (36%) expect their jobs to be replaced in the coming years. The X-ble Shoulder offers a more balanced and hopeful vision of centaurs — human-machine collaborations that augment an individual’s abilities. It’s geared towards another major upheaval in labor dynamics, too: Hyundai and Kia are focusing on the benefits of wearable robots for older workers, noting that worldwide, 150 million jobs will shift to workers over the age of 55 by 2030.

While the X-ble Shoulder is primarily designed for industrial applications, potential B2C adaptations are easy to envision. In August 2024, Skip and Arc’teryx unveiled an AI-powered exoskeleton knee attachment for hiking pants, marking a transition from mobility aids as purely medical devices to lifestyle products. How will you use the latest technologies to enhance the human experience? Think productivity boosters, safety assistance, lifestyle power-ups, and more 🦾

The X-ble Shoulder is set for release in South Korea in early 2025, with global expansion in the pipeline. Planned future developments include the X-ble Waist for lifting tasks and the X-ble MEX for rehabilitation of walking impairments.

In a literary twist on the Advent calendar, public libraries across Canada are offering bundles of 24 individually wrapped books, curating selections for different age groups. Montreal’s Bibliothèque Saint-Charles, for example, created bundles for kids six and under and seven through nine, as well as for adults. Anyone with a library card could pick up their neatly packaged stack starting November 30th, and all 45 bundles were picked up within hours.

Book bundles sprung up during pandemic lockdowns, when libraries assembled reading material for curbside pickup, with selections tailored to a patron’s requests or interests, or based on a general theme or vibe. Some librarians merged the concept with Advent calendars, which have long eclipsed their 19th-century Lutheran background to become a commercial mainstay of the holiday landscape.

A bundle of books, offered at no charge, counters December’s inescapable fixation on toys and shopping. Wrapping paper adds a layer of surprise and excitement to regular library books, while unwrapping one read a day creates a new holiday ritual that offers both children and adults a recurring moment of quiet during a hectic time of year. Judging from how fast stocks were depleted at participating libraries, people are eager to embrace alternatives to conventional customs — especially ones that help them slow down.

Based on Deloitte’s State of Generative AI in the Enterprise survey, the firm predicts that 25% of US companies that use gen AI will launch agentic AI pilots or proofs of concept in 2025, with that number to grow to 50% by 2027 📈

Agentic AI will take gen AI to the next level, creating agents that can think, plan and act independently. Unlike chatbots, this tech could transform workflows across industries. Early solutions, like coding agent Devin, show potential, but reliability hiccups and adoption issues need solving. With over USD 2 billion invested in agentic AI, the tech could power the next generation of solopreneurs.

Ready to agentify your own company’s processes? Check out this AI agents directory for inspiration. And don’t forget to address FOBO and AI burnout, or your team might wave the white flag before you’re ready to deploy.

🚀 Curious? Check out how Claude takes over a Mac screen to analyze and (almost) autonomously complete spreadsheets. And keep your eyes peeled for the AI agent OpenAI is rumored to release in January 2025, which could control people’s computers to write code or book flights on their behalf.

To weather (and leverage) what’s next — from La Niña 🌪️ to Gen Beta 👶 — dive into more 2025 by the numbers in our 2025 Trend Report! 

Scientists at the City University of Hong Kong have developed a lollipop-like device capable of simulating nine distinct flavors, including everyday tastes like sugar and salt, alongside more complex options such as green tea, durian and passion fruit. Their findings, published in the Proceedings of the National Academy of Sciences, demonstrate how taste could be integrated into virtual and augmented reality experiences.

The device works by embedding food-grade chemicals in tiny gel pockets activated by small electrical currents, releasing flavors that mix with saliva on the user’s tongue. Intensity can be adjusted by varying the voltage, all while staying well within safety limits. The study’s researchers also integrated seven channels for odors, acknowledging the crucial connection between smell and taste in creating authentic flavor experiences.

While the current prototype can only operate for about an hour before the gels need to be replaced, and using the device is more akin to sucking on a piece of circuit board than a Tootsie Pop, the technology opens up intriguing possibilities. From virtual shopping to enhanced entertainment — think a Great British Bake Off where everyone at home can taste the Victoria Sponge. 

On today’s International Day of Persons with Disabilities, LEGO is turning the spotlight on fans and coworkers with non-visible disabilities. That category makes up 80% of the 1-in-6 people globally who live with a disability, and it’s why LEGO is partnering with Hidden Disabilities Sunflower.

Debuting 3 December 2024, three Sunflower-lanyard-themed sets — DUPLO First Time at the Airport (toddlers), Friends Heartlake City Airport (kids) and Icons Tudor Corner (adults) — celebrate inclusivity. 🌻 Why a sunflower? The symbol discreetly signals that someone has a non-visible condition and may need extra time, understanding or space while navigating public spaces. Fans can also customize minifigures featuring the Sunflower symbol at all 55 Minifigure Factories worldwide.

📊 2024 LEGO research across 36 markets revealed nearly 8-in-10 parents believe today’s children care more about diversity and inclusion than their own generation did — and they wish they had better tools to talk about the subject. Kids agree: 88% prioritize equal treatment, while 83% want toys that teach about differences.

🧱 LEGO’s commitment goes beyond bricks. By March 2025, all European stores will be certified sensory-inclusive, expanding on KultureCity certifications in North America. Internally, free branded lanyards and training ensure LEGO employees also feel supported.

💡 The Danish toy brand’s embrace of diversity contrasts sharply with brands like Walmart and Microsoft scaling back their DEI efforts. In 2025, will you stand by your commitments to fair treatment and full participation? How will you build communities where everyone belongs?

🤖 Pro tip: Try our Innovations Expert for a tailored selection from the 31,000+ innovations we’ve featured. Experiment with prompts like ‘the best 2024 innovations to improve the lives of people living with disabilities’ and ask follow-up questions, too.

For its eighth annual campaign, the NFL’s My Cause My Cleats initiative — which sees players express charitable interests through custom footwear designs — is embracing generative AI. Three NFL stars used a tool developed by Amazon’s AWS to create their custom cleats. Using Amazon Bedrock, the technology combines Anthropic’s Claude with Stability AI’s image generation capabilities to transform simple prompts into detailed designs.

Players can select from various artistic styles, including Graffiti, Watercolor, Pixelated and Grunge, and specify up to three colors to guide the AI’s creative direction. Raiders defensive end Maxx Crosby, for instance, used terms like “pitbull” and “wild” to generate artwork supporting Stand Up for Pits, while Buffalo Bills quarterback Josh Allen collaborated with children from Oishei Children’s Hospital, incorporating their artwork on his cleats for a game against the San Francisco 49ers.

Fans can participate, too, by creating their own AI-generated cleat designs through the My Cause, My Cleats microsite and potentially winning a pair of game-worn cleats. AWS’s design tool allows users to preview their cleats before sharing them on social media and amplifying support for the charitable causes selected by NFL athletes. For Amazon, meanwhile, it’s a hands-on way of demonstrating AWS Bedrock and its AI capabilities — blending B2C, B2B and cause marketing in one fell swoop.

The Thai Health Promotion Foundation and the Women and Men Progressive Foundation have partnered with BBDO Bangkok to launch a campaign against domestic violence with a bold twist. The campaign centers around the late Gigi Supitcha, a Thai public figure who tragically lost her life in 2023. Supitcha had previously survived a near-fatal confrontation with her partner, only to face another incident of violence by the same individual, leading to her death.

The activation began by reviving Supitcha’s dormant Instagram account with a poster for a fictional movie titled Second Chance. Four days later, a video teaser was released on the same account, featuring an AI-generated Supitcha delivering a poignant message: she would never star in another film because she gave a second chance to her abuser. The post went viral, garnering over 100,000 engagements within 24 hours and sparking critical conversations about the challenges of confronting abuse.

The campaign’s unconventional approach raised ethical questions among audiences. Is it acceptable to use AI to ‘resurrect’ figures who have passed away? Who holds the rights to a deceased individual’s likeness, data and digital accounts? This campaign secured consent and collaborated closely with Supitcha’s family. Supitcha’s younger sister also volunteered as a facial reference for the deepfake reconstruction used in the teaser.

While risky, this bold method of communication delivered its message with the weight and impact the topic deserves. Domestic violence continues to be a global issue — according to UN Women, one in three females worldwide will experience gender-based violence in their lifetime, often from intimate partners or family members. Many cases go unreported due to cultural stigmas or fear of retaliation. So, raising awareness and mobilizing support is worth navigating ethical complexities.

Brand experience agency Innocean is embarking on a mission to revitalize public spaces in South Korea. Despite serving essential functions for local communities, many have fallen into neglect due to decreased usage or an aging population. The first public facility to be revamped was Iljuk Mogyoktang, a 27-year-old bathhouse in Gyeonggi Province. First constructed in 1997, the bathhouse now serves a local community comprised mostly of elderly citizens. It was remodeled with the needs of those patrons in mind and equipped with features that reduce the risk of heat shock, drowning and falls.

Bathhouses are a tentpole of Korean culture. Traditional mogyoktangs (목욕탕) started as a necessary public good in the 1960s, when most houses did not yet have access to heated bathrooms or hot running water. Today, in urban South Korea, bathhouses have given way to modern public saunas (jjimjilbang, 찜질방), which have become popular recreational complexes for families, friends and couples. In addition to bathing facilities, jjimjilbangs also offer restaurants, movie rooms, karaoke, massages, nap spaces and more.

Much attention is paid to reinventing traditions to fit modern lifestyles and appeal to younger generations, as with the evolution of mogyoktangs into jjimjilbangs. However, it’s equally important to adapt age-old ways of life so an aging population can hold on to familiar practices. As the silver generation continues to grow in population size and spending power, it will be more important than ever to (re)design public spaces, experiences and services for older consumers.

TikTok is rolling out new restrictions on appearance-altering effects for users under 18. Specifically, advanced beauty filters like Bold Glamour. The move is in response to concerns about how those filters impact teens’ sense of self, including a study conducted with UK nonprofit Internet Matters, which found that while young people and parents were comfortable with comic effects like puppy ears and funny hats, they expressed unease about filters designed to “beautify” the user’s appearance.

Reasons for concern are twofold: teens can become so accustomed to seeing an enhanced, idealized version of themselves — bigger eyes, fuller lips, smoother hair, poreless skin — that they develop intense dissatisfaction with their regular face. Self-objectification and the risk of body dysmorphia are amplified by constant exposure to images of peers with similarly altered appearances.

In addition to age-restricted access to certain appearance effects for under-18s, TikTok is also updating its guidance for developers who create effects through the TikTok Effects House. While the initiative has garnered praise from some advocacy groups, critics argue it may be difficult to enforce. Nonetheless, the move signals a positive step toward addressing the repercussions of leading kids and teens to believe something’s wrong with how they look without a layer of AI and AR magic.

The ninth annual report by McKinsey & Co and BoF Insights, The State of Fashion 2025, reveals a challenging runway ahead. With only 20% of executives predicting improved consumer sentiment and 39% expecting worse industry conditions, brands face mounting pressure to craft creative, agile strategies. We combed through the 154-page PDF 🤓 and these are the standout opportunities to tailor your 2025 playbook:

👛 Consumer caution reigns: Shoppers are tightening their belts, with 70% of executives naming weak consumer confidence as the top challenge. Value-for-money segments like resale and dupes are thriving, and 70% of consumers plan to shop outlet or off-price retailers — even if they have extra cash.

🌏 Asia’s new fabric: As China’s growth slows, India, Japan and Korea emerge as APAC’s new stars. 63% of executives view mature APAC markets as growth hot spots in 2025.

👵 Silver linings: Over-50 shoppers are stepping into the spotlight. By 2025, this demographic will drive 48% of incremental global spending growth.

🛍️ Discovery evolves: Shoppers overwhelmed by choice want smarter solutions. Enter AI-powered curation: 50% of fashion executives see product discovery as the top use case for gen AI in 2025. It’s the personal stylist shoppers didn’t know they needed.

🌱 Sustainability stays: Only 18% of executives cite sustainability as a top growth risk (down from 29% in the 2024 report!), but climate pressures and regulations will demand action. 63% of fashion brands must accelerate emissions reductions to meet 2030 targets. Long-term investments in greener practices promise a competitive edge, even as consumers hesitate to pay a premium.

Why this matters, even if you’re not a fashion brand. Consumer expectations are shaped by the transformations this industry is going through. In the expectation economy, cross-industry benchmarks are the name of the game. And staying ahead means stitching innovation into every thread of your strategy ;)

A bathing innovation from the 1970 Osaka World Expo is making a comeback, reimagined for the digital age. Science Co., Ltd. has unveiled the Future Human Washing Machine, an automated bathing system that will debut at the Osaka-Kansai Expo 2025. Unlike its predecessor, the Ultrasonic Bath displayed in Sanyo’s pavilion over 50 years ago, this next-generation device aims to revive body and mind through an intricate combination of sensors and environmental controls.

The machine monitors a user’s heart rate and other vitals throughout the bathing experience, using the data to control water flow and select visuals projected inside the space. Science Co., Ltd. claims the optimized environment allows people to emerge feeling revived and rejuvenated. Its development team includes Eiji Yamaya, one of the original Ultrasonic Bath engineers.

While the original 1970s concept never achieved widespread adoption, its fine bubble technology made its way into showerheads sold by Science Co., Ltd. Beyond next year’s expo, the Future Human Washing Machine could deliver real value to understaffed care facilities, where time for assisted bathing is frequently under pressure. Given the choice, patients might welcome a gentle and unrushed cleansing experience provided by an automated tub.