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Gen Z: lazy or redefining productivity? We’ve asked it before and Samsung’s new survey, The 2024 AI-Preneur Effect, digs in, too. Gen Z isn’t lounging on the couch — they're hustling! Based on insights from 7,000+ Gen Z across France, Germany, Korea, the UK and the US, Samsung reveals how this generation is using AI to boost productivity and chase their side-hustle dreams.

Here's the scoop, directly tied to three key trend opportunities:

🚨 NEW LABOR // Ready to fully embrace Gen Z’s work mode?

49% of full-time Gen Zers say their jobs fall short of expectations. Plus, 87% globally struggle with full-time work issues like inflexibility (60%) and job insecurity (58%). Amazon, are you listening? 😉

💼 SIDE HUSTLE HEROES // How can you help them unleash their inner entrepreneur?

65% of Gen Z value a steady paycheck and benefits, followed by career growth (44%), learning new skills (35%) and the chance to follow their passions (35%). No surprise, 73% dream of starting their own side hustle.

🤖 M.E.O. // Which AI tools could you launch to support the one-person CEOs of tomorrow?

73% of Gen Z side hustlers (think personal trainers, content creators, artists) are already using AI to supercharge their gigs, with 69% calling AI their go-to work resource. But with 67% of aspiring hustlers unsure how to tackle certain tasks, there’s room to offer tools to help them thrive.

A new action group called The Dad Shift is going viral thanks to a stunt in central London. Activists attached slings holding baby dolls to bronze statues of famous men. Their goal? Improving the UK's paternity leave, which is the skimpiest in Europe: new fathers currently get two weeks of statutory leave, during which they're paid GBP 184.03 a week (less than half the minimum wage).

The Dad Shift is campaigning for paternity leave that's both longer and more affordable, and not just for dads but parents in every relationship — same-sex, heterosexual and adoptive. As explained in an open letter/petition to Prime Minister Keir Starmer: "One in three fathers take no leave at all when a new baby arrives, while one in two who do report struggling financially because of it. Proper parental leave for fathers and co-parents is good for mothers, good for babies, good for fathers and good for society, too, including improving health outcomes for all. Countries with 6 or more weeks paternity leave also have a gender pay gap that's 4% smaller and a workforce participation gap that is 3.7% smaller, too, meaning change can help grow the economy while helping British families."

Like the garlands that flower delivery network Fleurop draped on women's statues in Germany earlier this year, The Dad Shift's stunt serves as a masterclass in low-budget, high-impact guerrilla marketing. By choosing public spaces and creating an unexpected juxtaposition — stoic, dark statues wearing babies in colorful slings — the group crafted a visually striking and highly shareable moment that gets the message across in an instant.

P.S. Props to Sophie Lucas, who strapped dolls on Antony Gormley's iron men in 2023. That was for Pregnant Then Screwed, a charity fighting for the rights of working parents. Lucas also consulted on The Dad Shift's project.

A survey from Finnish mobile phone manufacturer HMD of 10,000 parents in the UK, US, India, Germany and Australia finds that 54% regret giving their kids smartphones because:

• 70% believe their own smartphone-free childhoods led to better family time
• 75% fear smartphones expose their kids to internet dangers, with over half admitting they don’t know what their children are doing online
• In their kids, they observe negative impacts on sleep (64%), physical inactivity (61%) and reduced time socializing with friends (54%)
• Nearly half report changes in their child's personality due to phone use

📵 The new school year has reignited the debate over smartphone bans. Parents and educators are concerned about the impact of screen time on youth, citing mental health concerns, cyberbullying worries and declining attention spans. Schools across the US and Europe are already experimenting with bans.

Beyond classrooms, how can brands help parents curb Gen Alpha’s screen time? Stricter social media age limits (set to be imposed in Australia) and pushing dumbphones (as EE is doing in the UK) won’t cut it. Instead of blaming parents for using YouTube as a digital babysitter, brands could offer better tools for keeping kids engaged and entertained.

Greggs, the beloved British baked goods and coffee-to-go chain, took an unexpected leap from pastries to precious metals with the launch of its first-ever jewelry collection, Baked in Gold. Timed to coincide with London Fashion Week 2024 and designed by British artist Dion Kitson, the collection features five pieces of 22-carat gold-plated jewelry inspired by Greggs' iconic menu items. From Sausage Roll Stud Earrings to a Jammy Heart Necklace, the pieces were available exclusively online at prices ranging from GBP 36 to GBP 96 and quickly sold out.

By partnering with Kitson, known for his irreverent take on everyday British life, Greggs tapped into the same vein of humor and relatability that has made the chain so popular. Developed with Here Be Dragons, the jewelry collection created a perfect PR storm by combining a limited edition drop with Greggs' iconic pastries and knack for self-aware marketing. It's the kind of unexpected brand extension that can help keep an established brand fresh in people's minds, potentially attracting new customers while reinforcing loyalty among existing fans.

Companies scaling back their diversity and inclusion efforts in marketing may want to reconsider. A global study conducted by the Unstereotype Alliance and researchers from Oxford University's Saïd Business School has empirically proven that inclusive advertising — which it defines as "content which authentically and positively portrays a full range of people and is devoid of stereotypes," has a significant positive impact on business performance across multiple metrics.

The study, which analyzed 392 brands in 58 countries, found that inclusive ad campaigns deliver 3.5% higher short-term sales and 16% higher longer-term sales compared to non-inclusive campaigns. They also result in a 62% higher likelihood of the brand or product being a consumer's first choice and 15% higher customer loyalty. Crucially, these benefits extend into the long term, with inclusive advertising contributing to stronger brand reputation and higher brand value over time.

Using proprietary data provided by Unstereotype Alliance members Bayer Consumer Healthcare, Diageo, the Geena Davis Institute, Kantar, Mars Incorporated, Mondelez International and Unilever, the research covers diverse product categories, including confectionery, personal care, alcohol and household products. It represents the first comprehensive, data-driven challenge to the notion that inclusive advertising could negatively impact business performance — an argument that's been used to resist or dial down inclusive marketing despite a lack of evidence.

The LEGO Group is transforming regular spaces into vibrant playgrounds with its new Superpower Studios activations. First up? A temporary art gallery in Paris that takes a typically adult-centric venue and turns it into a celebration of play and connection for families. The Parisian 'Atelier des Super-Pouvoirs' was coordinated by Sarah Andelman, founder of the pioneering concept store Colette. In the studio's color-saturated, made-for-IG spaces, children and parents are immersed in the work of paper artist Chen Fenwan, illustrator Aurélia Durand and LEGO sculptor Ekow Nimako, and encouraged to play and create together.

The reimagined gallery space is part of LEGO's global 'Play is Your Superpower' campaign, which addresses a concerning trend: 76% of parents believe today's children have fewer opportunities to play than previous generations. According to research conducted by LEGO, key factors include digital devices (parents admit to spending nearly twice as much time on their phones and laptops as they do playing with their kids) and parental workload (66% of parents say heavy workloads interfere with family playtime). LEGO's own superpower? The ability to speak to people of all ages — targeting adults cranked up the company's revenue and that cross-generational appeal could boost family playtime, too.

Whether or not (aspiring) writers should be allowed to use AI — it’s a debate that rocked the foundations of National Novel Writing Month. The nonprofit published a statement declaring that anti-AI stances (enforced by the likes of Dove and publishing platform Medium) have “classist and ableist undertones.” NaNoWriMo has since removed the post following uproar from legions of authors and literary experts. But how justified was that condemnation?

While anxiety around AI automation rightfully abounds, AI can level the playing field for people who are still developing their skills, whether in the workplace or writing a novel for fun. So, while staking your flag in the ‘anti-AI’ camp might make for a captivating PR moment, your brand could benefit from considering whether that stance will actually widen opportunity gaps instead of narrowing them.

This month, Australia Post introduced the Kids' Showtime Greats stamp collection, celebrating over five decades of Australian children's TV shows and films. Launched in collaboration with the Australian Children's Television Foundation and Flying Bark Productions, the collection features memorable moments from iconic titles such as Round the Twist, Blinky Bill and Dot and the Kangaroo. Besides evoking nostalgia, the initiative aims to highlight the importance of sharing Australian stories with future generations.

Collectible stamps seem to be making a comeback. Most recently, Japan Railway Group and Dentsu made waves with their My Japan Railway campaign, which saw 770,000 consumers collect 2 million stamps by visiting railway stations around the country. The campaign won multiple accolades across industry events, from Cannes 2023 to D&AD 2024. 

We're not implying your brand's next campaign should be built around collectible stamps ;-) However, the revival of the medium does underscore two key consumer themes that should remain on your radar. Firstly, the nostalgia economy isn't going anywhere. Faced with a volatile present and an uncertain future, consumers welcome offerings and experiences that let them recall or escape into times when life was simpler.

At the same time, consumers increasingly dissatisfied with ultra-connected lifestyles are finding joy in the analog. While digital consumer engagement strategies remain key, can your brand inject some surprise and delight into people's lives through tactile treats?

Integrating directly into a building's exterior walls, Brikoole is a new passive cooling system that reduces the need for air conditioning. An alternative to traditional bricks, each unit features ventilation holes, a 3D-printed honeycomb mesh and an integrated water distribution system working together to cool air as it flows into a building. The design for Brikoole was inspired by ventilation systems in termite mounds, as well as windcatchers in traditional Middle Eastern architecture and Salsabil fountains.

Two students from the Asia Pacific University of Technology and Innovation — Chong Chee Kin (Wayne) and Ng Kah Zun (Nixon) — are the brains behind the new invention. Their testing shows that Brikoole could lower interior temperatures by 6 degrees Celsius on average, representing massive potential reductions in electricity use and CO2 emissions. Brikoole won the James Dyson Award for Malaysia in September 2024 and is eligible to enter the shortlist for the global award, which will be presented in November.

Many Asian markets grappled with heatwaves in recent months, and 2024 is set to go down as the hottest year on record. Long-term solutions that don't rely on cranking up the air conditioning — with its associated increases in energy usage, carbon emissions and utility prices — are sorely needed. Indeed, as reported by the Vulcan Post, the idea for Brikoole was first sparked because someone close to Nixon struggled financially after electricity bills spiked due to cooling needs.

Deloitte's 2024 Gen Z and Millennial Survey reported that 6 out of 10 of those born between 1983 and 2005 are anxious about climate change. Ultimately, they're the ones who will inherit a hotter planet. While the majority of younger consumers believe businesses have the most opportunity and influence to drive change, many also take matters into their own hands with innovative solutions like Brikoole.

How will your brand take a more active role in future-proofing our world for the next generation? Can you partner with innovators to help scale their inventions and facilitate wider adoption?

Meeting new people or breaking out of a friend bubble can be hard, and approaching a stranger can feel vulnerable and awkward. Recognizing this, Beavertown Brewery's "Is This Seat Taken?" campaign has placed bar stools in nine pubs across the UK to encourage patrons to start conversations with strangers. These stools — which are definitely eye-catching and hard to miss — act as physical icebreakers. When someone wants to sit down or grab the stool for another table, they're encouraged to introduce themselves and offer a friendly "cheers."

Developed by PR agency Here Be Dragons, the campaign aims to create opportunities for patrons to connect with one another, even if they initially feel uncomfortable or unsure of what to say. According to a survey commissioned by the brewery, 42% of British people say they wouldn't feel confident enough to start a conversation with a stranger. To nudge them out of their comfort zone, Beavertown also shares tips from psychologist Katherine Templar Lewis. Her advice includes maintaining eye contact, smiling, engaging in small talk about topics like the weather or pets, and embracing the potentially awkward moments.

By transforming a simple bar stool into a catalyst for conversation, Beavertown Brewery reminds us that sometimes, the most meaningful interactions begin with a simple "Hello," or "Is this seat taken?" As communities seek ways to combat loneliness and foster social bonds, this creative approach offers a template for the role businesses can play in bringing people together, one shared moment at a time.

Attention spans may be shrinking, but the gaming universe keeps expanding. Gaming isn't just a pastime — it's a boundless playground for imagination. Bain's 2024 Gaming Report has the numbers to back up that observation. Here's what you need to know:

📈 GAME GROWTH: In 2023, the gaming industry reached USD 196 billion in revenue – outperforming streaming and the movie box office combined. By 2028, Bain predicts global gaming revenue will reach USD 257 billion, growing 6% annually.

👾 GENERATION GAMER: Across six countries, 52% of people report video gaming regularly. Over 80% of 2 to 18-year-olds identify as gamers, dedicating 30% of their entertainment time to game worlds. But don’t count out older cohorts: 31% of those over 45 also claim the gamer label and constitute a largely untapped audience.

🎮 SOCIAL SCENES: Think Roblox and Fortnite are just games? Think again. These platforms are the new malls — players are hanging out, creating, connecting and even shopping. Immersive gamers (those who spend 1.5 hours/week more in a game than non-immersive gamers) dedicate a third of their time to non-gaming activities.

🎨 CO-CREATION: 80% of gamers have played games with user-generated content (UGC), and 1 in 7 have created in-game content. Among UGC creators, 80% say the experience is all about creative self-expression and making content for their friends to enjoy.

As demonstrated by Beetlejuice and Brat Summer smashing sales records on Roblox, gaming platforms are increasingly becoming a prime space for interacting with audiences new and old.

A San Francisco-based startup took a sprint toward the future of artificial intelligence by unleashing 1,000 autonomous AI agents on a Minecraft server. Altera, founded by former MIT professor Robert (Guangyu) Yang, conducted Project Sid to explore whether agents can organize and collaborate to achieve more collectively than as entities operating individually. So, what happened? Agents formed a merchant hub, used Google Docs to vote on and amend a constitution, spread a religious belief (Pastafarianism) through bribery and lit torches to help a lost villager find their way home. They also collected far more in-game items than expected.

Through simulation of various aspects of civilization, including democracy, social norms and economic systems, Project Sid aims to uncover phenomena not visible in smaller-scale AI interactions and gain insights into the development of more human-like AI. The experiment also revealed significant challenges — how to benchmark the progress of an AI civilization, for example, and how minor flaws in individual agent behavior can cascade into large-scale issues within a simulated society. It's also debatable how autonomous the agents actually are. To what degree are their actions self-initiated? How many of their decisions can be traced directly to knowledge and instructions provided by their developers?

Altera's mission is "to create digital human beings that live, care and grow with us," using the human brain as its inspiration, with models mirroring elements like the prefrontal cortex, memory systems and social-emotional states (Yang is a computational neuroscientist 🧠). The startup's ambitions haven't gone unnoticed by investors. In May 2024, Altera announced an oversubscribed USD 9 million seed round, co-led by Eric Schmidt's First Spark Ventures and Patron, a seed-stage fund co-founded by Riot Games alums.

Unilever is pioneering a novel approach to fragrance creation by repurposing leftover plants and flowers that would otherwise go to waste. The consumer goods giant has partnered with scientists at the University of Nottingham and Bridge Farm Group — which grows plants and flowers in over 60 acres of greenhouse space — to pilot the extraction of essential oils from leftover petunias, roses and marigolds.

If large-scale production is economically feasible, these oils could be used in a range of home and personal care products, from shampoos to cleaning solutions. The initiative not only addresses the issue of floral waste but also explores a more sustainable alternative to the petrochemical-derived ingredients that are currently used in many products.

Compounds are being extracted from the flowers using a process that combines traditional methods with cutting-edge technology. As reported by The Independent, the scientists involved are using an energy-efficient and accelerated process that takes just 20 minutes, which is 40% faster than conventional techniques. Beyond essential oils, Unilever is also investigating extracting other high-value ingredients such as terpenes, lactones and ethers for fragrances, complex sugars for cleaning products and odor-neutralizing compounds for personal care items.

Google Research is leveraging artificial intelligence to help cities combat extreme heat. The team's newly developed Heat Resilience tool analyzes satellite and aerial imagery to assist urban planners in quantifying the potential impact of cooling interventions. It's an AI-powered system that uses object detection and other models to assess elements such as green space coverage and roof reflectivity. This granular approach allows city officials to visualize the effects of strategies like planting more trees and adding cool roofs with highly reflective surfaces.

Currently being piloted in 14 US cities, the Heat Resilience tool is already informing policy decisions. Miami-Dade County, for instance, plans to use insights gleaned to incentivize heat mitigation measures in new property developments. Meanwhile, Stockton, California, employed an earlier version of the tool to identify potential urban heat island reduction projects.

According to forecasts by the UN, two out of every three people will live in urban areas by 2050 — places disproportionately affected by climate change. But, as Medellín in Colombia demonstrated with its ambitious network of 'Green Corridors,' progress is possible. Reasons to Be Cheerful reported that "Medellín's temperatures fell by 2°C in the first three years of the program, and officials expect a further decrease of 4 to 5°C over the next few decades, even taking into account climate change." Google's Heat Resilience tool and others like it give urban planners and heat officers in other cities the data they need to convince decision-makers to take similar actions asap.

The Standard hotels in New York City are taking the concept of experiential travel to new heights with their latest offering: a room and tattoo package dubbed Inked Out. In a partnership with upscale Brooklyn tattoo studio Atelier Eva, The Standard is catering to the growing trend of people happy to travel to get inked by artists they follow on Instagram. Atelier Eva's founder, Eva Karabudak, told Surface that around 30-40 percent of the studio's clients travel from other cities to get tattooed by one of its artists.

Guests booking stays at The Standard's East Village or High Line locations receive a USD 100 credit towards a tattoo session at Atelier Eva, plus priority booking access. The package aims to streamline the often-challenging process of securing appointments with in-demand artists. Post-ink, visitors can pamper their new artwork with complimentary Mad Rabbit aftercare products. This collaboration not only taps into the burgeoning tattoo tourism market — speaking directly to the tribes of devoted tattoo lovers — but also aligns with The Standard's reputation for curating distinctive experiences beyond traditional hospitality offerings.