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Miyazaki Prefecture in Japan is famous for producing sweet potatoes and shochu, a spirit distilled from the crop. Kirishima Shuzo, a brewery that's been operating in the area since 1916, has adopted a method to generate biogas and electricity from two brewing byproducts: shochu lees and potato scraps. Last month, Kirishima Shuzo and Starbucks announced a partnership to launch a joint establishment running on sweet potato-generated power.

Scheduled to open in spring 2026, the space will house a Starbucks store with a drive-thru, a store managed by Kirishima Shuzo, and a botanical garden for visitors’ enjoyment. On top of running on power generated from shochu brewing byproducts, the site will also use thermal discharge from the distillation process for winter heating and repurpose food waste for coffee and sweet potato crop fertilizers.

Starbucks is known for its unique branches that pay homage to local culture or tradition, such as repurposing a traditional 100-year-old machiya in Kyoto. It turns each outlet from just another coffee shop to a space for consumers to collect a shareable status story. This latest space adds sustainability to the mix, attracting consumers with the promise of a novel experience while exposing them to circular practices. Can your brand encourage consumers to adopt greener choices through storied offerings? As always, showing beats telling ;-)

As a global brand, collaborating with Kirishima Shuzo gives Starbucks an authentic local anchor and a strong association with local culture. Conversely, the shochu brewery is riding on Starbucks’ global presence to reach a wider audience. Who can your brand partner with to amplify the impact of your sustainability initiatives?

In an unconventional move that could, um, wipe the competition, Lewes FC has announced a two-year partnership with eco-friendly toilet paper company Who Gives A Crap. The deal will see the profit-for-purpose brand featured as the UK soccer club's front-of-shirt sponsor for its home and away kits.

Stef McLoughlin, Lewes FC's Commercial Manager, hailed the partnership as "the perfect alignment of two purpose-driven organizations joining forces to create change." Who Gives A Crap donates 50% of its profits to improve sanitation worldwide (roughly 40% of the global population doesn't have access to a toilet) and has already raised over GBP 7 million. Lewes FC, meanwhile, is the world's first professional or semi-professional club to treat female and male players equally, offering them the same playing budgets and training facilities. Gender equality is a central theme for the toilet paper brand, too, since women and girls are disproportionally affected by a lack of running water and adequate sanitation systems.

"This is not your normal sponsorship; it's about driving donations, not fame," says Emily Kraftman, UK MD of Who Gives A Crap. That said, the brand is known for its colorful paper wrappers and applied a similarly bold design to Lewes FC's away shirts, resulting in an eye-catching print — with that equally audacious brand name — that's guaranteed to help spread the word about its mission, on and off the soccer field.

Consumer enthusiasm for tech-powered shopping is big — whether it's social commerce 🛍️, in-game buying 🎮, AR try-ons 🕶️ or AI-driven recommendations 🤖. But there's one thing tech can't replace (yet): the power of touch. The latest EY Future Consumer Index, published in July 2024, confirms this:

• 57% of consumers across 30 countries still crave to see, touch and feel products before buying
• 32% continue to value the personal service that only in-store shopping offers
• 68% seek expert advice for high-value purchases to make the most informed decisions

It’s a balancing act: while 68% of consumers love AI-curated offers, 49% are frustrated by ineffective chatbots and 33% worry about biased AI recommendations... ⚖️

The silver lining? Leverage tech as a sidekick, but keep human interaction front and center. Take Target, which is rolling out a gen AI-powered chatbot to empower retail staff, ensuring top-notch customer service.

🎯 So, how will you blend tech and human touch to create the ultimate customer experience?

Since finding time to meet up with friends can be challenging, especially during the summer months when many are out of town, Mexican beer brand Tecate developed a solution. Leveraging Google Calendar, the brand's new Momentitos app syncs up a person's calendar with that of their friends, finding slots when everyone is available. Aiming to reduce last-minute cancellations and forgotten plans, the app automatically adds confirmed get-togethers to participants' calendars.

Momentitos, available for iOS and Android, was launched to promote Tecatita Light, which is Tecate Light beer in diminutive cans of 237 ml and 190 ml that can be finished before getting warm when temperatures are high. Tecate is pitching Tecatita Light — with its lower alcohol content and smaller serving sizes — as an everyday beer, which aligns with the app's goal of encouraging casual meetups any day of the week.

In recent years, the loneliness epidemic has become a growing concern, particularly as more people report feeling isolated despite being more digitally connected than ever. The convenience of Tecate's Momentitos app, paired with the casual nature of Tecatita Light, encourages people to prioritize spending time with friends, no matter how packed their calendars are.

Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun... It's a familiar recipe worldwide, but in the UAE, the resulting burger is #NotDonalds. At least, not if served up by She Burger. The local chain just launched two limited-edition sandwiches that resemble iconic offerings typically found beneath a pair of golden arches.

She Burger makes no reference to regional conflicts, (dis)claiming instead that "This campaign is meant to be taken lightly and is not intended to offend or compare ourselves to any other brand." The brand seems more interested in playfully offering a better-tasting version of the Big Mac. But its limited edition products — She Burger is also selling a "100% Replicated Double Cheeseburger" — made their debut amid continuing boycotts of Western brands, driven by solidarity with the people of Gaza. On social media, customers are raving about the replicas while simultaneously calling for She Burger to remove Coca-Cola from its menu — another brand under attack for its perceived support of Israel.

The launch of #NotDonalds ("She's fakin' it") coincides with McDonald's reporting a 1% decline in revenue related to the war in Gaza. Notably, the slump in sales isn't limited to Muslim-majority countries. In a Q2 2024 earnings call for investors, CEO Christopher Kempczinski highlighted France's significant Muslim population: "When you think about the Middle East, the impact that we're seeing in France has been more than maybe in other markets because of that population."

While the boycotts stem from feelings of outrage and grief, #NotDonalds is (also) reflective of a more positive emotion — local pride. International brands once dominated many product categories in the Middle East, but they're facing increased competition from domestic and regional brands like She Burger, which are gaining momentum as the consumer landscape evolves, reflecting shifting preferences and geopolitical realities.

State broadcaster France Télévisions has transformed its nightly weather segment into the Journal Météo Climat.' The format sees regular weather anchors collaborate with climate scientists to offer viewers a comprehensive perspective on weather patterns and long-term implications of life on a hotter planet.

The five-minute newscast contextualizes daily weather within broader climate news and events — for example, a new report on the rapid decline of forests' ability to act as carbon sinks — helping the audience connect day-to-day weather events to overarching climate trends. To balance sobering news with optimism, the program also highlights stories on climate mitigation, adaptation and solutions.

Viewer engagement is another key component. Using the #OnVousRépond hashtag or an on-screen QR code, audiences can submit climate-related questions, which are then addressed by either the weather presenter or a scientist. Sunday broadcasts feature a special segment where children pose questions directly to the camera, adding a multigenerational dimension to the dialogue.

Contrary to expectations that viewers might switch channels once climate content appears, the new format has resonated with French audiences and boosted the network's ratings. Public concern about climate change is growing in France, fueled by increasingly frequent extreme weather events, particularly droughts and intense heatwaves. France Télévisions launched Journal Météo Climat in 2023. Last month, Audrey Cerdan, the network's climate editor, was awarded a 2024 Covering Climate Now Journalism Award.

Since the launch of ChatGPT nearly two years (!) ago, the global appetite for outsourcing everyday tasks — both professional and personal — to technology has surged. Looking ahead, Dentsu's June-published study finds that nearly half (49%) of consumers worldwide say they’d like to have an AI clone to manage shopping, administrative tasks and communication by 2035. In APAC, this figure climbs to 62%. 👥

Asian consumers’ enthusiasm for AI is supported by another study from McKinsey, which found that 16% of global consumers regularly use gen AI outside of work, rising to 30% in APAC. That report also found that Gen Z are early adopters, with 31% utilizing AI for daily life hacks — from home décor suggestions to crafting travel itineraries. Many expect AI to offer expert advice, replacing traditional consultations.

Fans keen to immerse themselves in the world of Beetlejuice Beetlejuice — the sequel to Tim Burton's cult '80s film — should head to Roblox. The gaming platform has partnered with Warner Bros. and Fandango on [Beetlejuice] Escape the Afterlife, which features characters and scenes from the original movie and the upcoming film alongside a virtual box office selling actual tickets. Players who purchase movie tickets through the virtual box office receive an exclusive avatar item. To extend the reach of [Beetlejuice] Escape the Afterlife, it's connected to four popular Roblox community-created experiences, including Barry's Prison Run and The Floor is Lava.

This is part of Roblox's broader push into commerce. Last month, beauty brand e.l.f. sold real-world products on the platform as part of its e.l.f. UP! experience, and Walmart has been ramping up in-game commerce throughout 2024, most recently launching Your Dorm Your Way for college students. For brands, these partnerships offer an opportunity to reach younger demographics — 32.4 million of the game's DAUs are under 13 (although the Beetlejuice experience is open to players of all ages, movie ticket purchases are only available to those aged 13 and older). For Roblox, it's a chance to enrich the UX, maximize ad value and improve creator monetization. 

And for consumers? More ways to engage with characters and brands, and new routes to product discovery: 58% of global consumers say that an immersive experience will play a pivotal role in influencing their buying decisions. Not everyone wants to engage with brands on gaming platforms, of course, but this approach does appeal to hyper-engaged fans looking for meaningful experiences connected to their passion points. The key? Providing entertainment first, and commerce second.

In a self-assured move, Renault UK is offering cash buyers of its new electric Scenic SUV a full refund if they divorce or dissolve a civil partnership after purchasing the vehicle. Dubbed the 'Relationship Breakdown Cover,' this unusual promotion aims to position the Scenic as the ultimate family car while drawing on research about in-car arguments between couples.

The French automaker's UK research found that navigation mishaps and poor driving are the top causes of in-car friction between partners. Women reported being more irritated by wrong turns, while men were more bothered by their partner's driving skills.

Renault's promotion applies to retail cash purchases of the GBP 37,495 Scenic EV made in 2024. To claim their refund, buyers must provide legal documentation of their relationship's dissolution dated after the vehicle purchase. The Scenic EV boasts family-friendly features like backseat device charging, ample cargo space and a voice-activated panoramic roof. Renault is betting these amenities will keep families happy — or at least together.

→ While its practical impact may be limited, Renault's promotion underscores that the Scenic EV is a family car. It also playfully aligns with what we've dubbed EMPATHY ENSURANCE. As customer loyalty continues to decline, brands need to go the extra mile, particularly beyond the point of sale. Think unexpected — and even unusual — insurance plans or greater flexibility around subscriptions. It's all about empathy. How can you show your audience that you'll support them throughout their relationship with your products and services?

A new induction stove blends cutting-edge technology with a dash of nostalgia. Developed by Berkeley-based startup Copper, the Charlie range aims to make kitchen electrification more accessible and appealing to home cooks who are hesitant to bid their gas stoves farewell.

At the heart of Charlie is a built-in 5kWh battery, allowing the stove to deliver high power without requiring electrical rewiring and new circuits to handle induction's power requirements. Charlie simply plugs into a standard 120V outlet, and the battery handles peak power demands. The battery has another significant benefit: it enables the appliance to draw power during off-peak hours when renewable sources are more widely available. During power outages, the battery allows for three to five meals to be cooked before running out.

While pushing for a fossil-free future, Copper doesn't shy away from traditional aesthetics. The range features old-fashioned knobs and handles crafted from reclaimed wood. It's a design feature that not only adds a touch of warmth but also eliminates the common annoyance of touch controls, which often don't work when wet, don't respond as expected and aren't as intuitive as physical dials.

By rethinking the user experience on multiple levels, from easy installation and off-peak charging to tactile knobs, Charlie lowers both practical and psychological barriers to home electrification. Prices start at USD 5,999 and Copper is currently taking pre-orders for its second production run. Could your product benefit from integrating the best of old and new? For inspiration from a different industry, check out Olympian Motors, a startup building 'EVs for drivers sick of screens.'

"I have Asthma, allergies, dyslexia, ADD, anxiety, and Depression. But I will tell you that what you have does not define what you can become. Why Not You!"

That's what Noah Lyles posted on X after clinching the 100-meter gold medal at the Paris 2024 Olympics on 5 August 2024, amassing over 12 million impressions and 300,000 likes within 48 hours. His message stands as a potent reminder that anyone can grapple with mental health challenges.

Lyles' post is part of a wave of impactful Olympic moments, from Snoop Dogg's viral appearance at the opening ceremony to Simone Biles' Netflix documentary, each drawing (unexpectedly) high viewer counts for the Paris games. Those large audiences have a downside, too. As social media has morphed into a global sports bar, athletes increasingly find themselves the target of armchair critics, and worse — prompting the Japanese Olympic Committee to issue a plea for fans to behave better. Meanwhile, the IOC is harnessing AI to weed out online abuse on Facebook, Instagram, TikTok and X. Humans review flagged posts and, if necessary, issue takedown requests.

As passion for sports unites people around the globe, these high-profile moments can function as platforms for greater awareness. While Olympic organizations work to protect and support participants, collaborating with athletes could be a powerful way for brands to educate fans about mental health, cyber harassment and mindful use of social media.

Sports and music tourism is experiencing a significant boom, with fans increasingly willing to travel far and wide to catch their favorite athletes, teams and artists in action. A new global research report from Collinson International reveals that over three-quarters of sports and music enthusiasts have flown to attend events in the past three years or plan to do so within the next 12 months. Several factors drive this trend: a growing number of events offering more destination choices, increased exposure to international leagues and artists through streaming platforms, and a post-pandemic hunger for live experiences.

The economic impact of this phenomenon is substantial, with sports tourism alone expected to grow in value from USD 564.7 billion in 2023 to USD 1.33 trillion by 2032. Music tourism is following suit, projected to reach USD 13.8 billion by the same year. With a projected CAGR of 8.5% for music and 10% for sports, the two combined could hit USD 1.5 trillion within a decade. Sports fans, in particular, are proving to be big spenders, with over half shelling out more than USD 500 per trip. The 25-34 age group leads the pack, with a third exceeding USD 1,000 for sports events and 31% doing the same for music.

Collinson's findings line up with a recent survey by Thrillist, summarized as "passion travel is the future." According to its US-only research, the majority of Gen Z-ers and Millennials (77%) are prioritizing personal interests when it comes to travel, not specific destinations: "Whether it's food-focused journeys, music festival trips, wellness retreats, educational vacations or eco-tourism experiences, younger travelers lean on their passions to explore the world. Of the travelers we surveyed who plan to book a flight in the next year, 63% say they will purchase tickets or plan activities for that trip prior to purchasing a plane ticket."

Partnering with Brooklyn Brewery, Carlsberg has created the world's first lager brewed entirely with fonio, an ancient West African grain. Carlsberg Fonio Lager replaces traditional barley with the hardy and nutritious grain, showcasing the potential for sustainable brewing in the face of climate change. Fonio, a staple food in West Africa for over 5,000 years, is known for its ability to grow in arid conditions without irrigation. Its time to harvest is also exceptionally short.

Zoran Gojkovic, Director of Brewing Science & Technology at Carlsberg, emphasized the technical challenges that were overcome in creating this novel brew. "There are no recipes for a beer like this," he noted. The fonio beer is part of Brooklyn Brewery's 'Brewing for Impact' campaign, which aims to drive positive change in the industry. While Carlsberg Fonio Lager is only being released as a limited edition, available from the Home of Carlsberg in Copenhagen, the project highlights the possibilities of brewing practices adapted to life on a hotter planet.

In a fusion of outdoor gear and robotics, Arc'teryx and Skip have unveiled MO/GO, the world's first pair of AI-powered pants designed to enhance human movement. Set to hit the market in late 2025, these high-tech hiking pants aim to tackle mobility challenges stemming from aging, fatigue and injury. 

The system combines a pair of cuffs worn under pants, one on the lower and another on the upper leg, with a motorized, external joint that clips onto the outside of a pair of Arc'teryx Gamma pants. A suite of sensors and a computer module predict and assist the wearer's movements — that's where the artificial intelligence comes in — and is said to provide a 40% boost to leg muscles during ascents while supporting knees on descents. Skip compares MO/GO to an electric bicycle: "It makes pedalling a lot easier, but you still have to turn the pedals yourself."

Skip, which spun off after starting at Google X, brings its expertise in artificial intelligence and powered wearable technology to the collaboration. Arc'teryx contributes its outdoor product design skills and understanding of movement in challenging environments. The result is a sleek design that feels like a natural extension of the body, setting it apart from existing medicalized mobility devices. MO/GO is priced at USD 5,000 for the full system, including pants and external joints for both legs.

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.