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While the Japanese government is working on a 310-mile automated cargo conveyor to replace 25,000 trucks, with the first stretch to be completed by 2034, the city of Madrid is rethinking existing infrastructure with a similar goal in mind. The Última Milla project, announced last month by regional president Isabel Díaz Ayuso, will see packages skip delivery vans and take Madrid's metro instead. The initiative aims to move 5,000 parcels daily from congested streets to the city's underground trains.

The first phase of the pilot, just launched on MetroSur Line 12, has a dedicated train ferrying around 700 packages daily between 7 pm and 8 pm. Four stations will serve as collection points, with Metro employees overseeing the cargo before handoff to courier company GLS Spain for final delivery. The second phase is slated for Q4 2024 and will focus on transporting goods from Madrid's periphery into the city's low-emission zone. Before passenger services commence, an early morning train will take approximately 400 parcels to Embajadores station, where they'll be collected for delivery by bicycle or on foot.

As urban populations continue to grow and e-commerce booms, creative approaches to last-mile logistics like Madrid's Última Milla could provide a blueprint for other cities grappling with traffic jams and air pollution.

As artificial intelligence weaves its way into daily life, Chinese kids are embracing the technology through a somewhat unexpected medium: smart watches. The "Youth Blue Book: Report on Internet Use of Chinese Minors 2024," published by the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, reveals that over 45% of minors surveyed have used an AI-powered product at least once. In cities, 20.5% of minors reported using AI-enabled devices, compared to 8.1% in rural areas.

As reported by Sixth Tone, the surge in AI-enabled wearables for children comes in the wake of government crackdowns on screen time for minors. Phone bans in Chinese schools are driving parents towards smart watches, particularly those by the brand Xiaotiancai, or "Little Genius." Besides allowing parents to contact kids and track their location, vital signs and emotional state, the devices feature native AI apps like one that turns text prompts into drawings, and a game that uses chatbots for interacting with characters.

The trend mirrors global developments in AI-integrated wearables, including Meta's continued push into smart glasses (worth a watch: this interview with Mark Zuckerberg by The Verge). As experiments with dedicated AI hardware proliferate worldwide, China's experience with smart watches for kids could offer valuable insights into how younger generations might adopt and interact with artificial intelligence.

Home kits for testing drugs are normally bland and clinical, but a newcomer is challenging those conventions with bold branding and an irreverent approach to harm reduction. Overdrive sells fentanyl test strips and takes its marketing cues from energy drinks, not medical devices, pulling in viewers on socials with coverage of extreme sports and underground music scenes. It's not the first time founder Brian Bordainick is shaking up a category: he previously launched Starface pimple patches, DTC morning-after pill Julie and Blip nicotine gum.

Undetectable by sight, taste or smell, an amount of fentanyl — a synthetic opioid 50 times stronger than heroin — as tiny as two grains of salt is enough to kill someone. It's frequently and secretly mixed into drugs sold as heroin, cocaine, meth, MDMA,  ketamine and counterfeit prescription pills (oxycodone, Xanax and Adderall), and is involved in the majority of drug overdoses in the US.

Overdrive's 5-pack kit, retailing at USD 12.99 via Amazon and the company's own website, includes test strips, mini spoons for precise measurement and water pouches for dilution. While the brand maintains a mischievous tone, its mission is deadly serious: to provide drug users with a reliable and accessible first line of defense against potentially lethal overdoses. Results are available in just 3 minutes, with a 99% accuracy rate. Which overlooked yet critical category could your organization tackle? Where could you replace moralizing and fearmongering with stigma-free empowerment?

Nine Hours, or 9h, is a design-conscious capsule hotel chain with over 20 locations across Japan. The latest one recently opened in an office building owned by IT and business services provider NTT Data, and the two companies are partnering on more than just real estate. In 2021, Nine Hours began offering its guests a '9h sleep fitscan.' As they sleep, infrared cameras, microphones and other sensors inside the capsules gather data on various physiological sleep markers, including heartbeat, breathing, snoring and body movements. The data is compiled and analyzed using AI, and after checkout, guests receive their personal sleep report by email.

Now, through its partnership with NTT Data, Nine Hours is expanding 9h sleep fitscan. Its new hotel, dubbed Nine Hours Shinagawa Station Sleep Lab for Men, features 70 capsules, all fitted with cutting-edge yet non-invasive sleep analysis technology, including EEG and deep body temperature sensors. Both parties stand to gain from the collaboration: NTT Data is building out its food and wellness data business, and Nine Hours aims to leverage the new, advanced monitoring systems as it rolls out more sleep-tech hotels.

While the above might sound like a massive invasion of privacy, Nine Hours says all data is anonymized. To date, over 100,000 people consented to having their slumber scrutinized in what's presented as a mutually beneficial arrangement — guests get access to a far more rigorous review of their shuteye than a Fitbit or Apple Watch could provide, alerting them to potential issues like poor sleep quality or apnea, and Nine Hours collects swathes of data to share with or sell to university researchers and corporate R&D departments.

The capsule hotel as sleep lab is a sophisticated example of healthcare and wellness being integrated into nearly every aspect of daily life — a shift welcomed by consumers seeking to optimize how they feel and function. Nine Hours wants to scale up to analyzing 1 million people a year. Given the impact of sleep on everything from mental wellbeing and performance to cardiac health and lifespan, that amount of data could prove invaluable.

The latest State of Dating Report from The Kinsey Institute's Dr. Justin Lehmiller and Feeld dives into the intimate thoughts of 3,310 members of Feeld, a location-based dating platform active in 71 countries. The results? Dating norms seem to have flipped: 81% of Gen Z fantasize about monogamy, while Boomers dream of joining a polycule. In fact, 75-80% of older generations fantasize about open relationships... 🔄

Despite Gen Z romanticizing the simplicity of old-school relationships, they're also breaking barriers with the most expansive views on gender and sexuality ever 🌈 As norms continue to evolve, how can you help people explore relationships in fresh ways? From senior sexperts shattering sexual stigmas to singles walls for those suffering from app fatigue, there's plenty of room to innovate and cater to everyone's dating fantasies.

While doing so, keep in mind what Dr. Kinsey articulated back in 1948: "The world is not to be divided into sheep and goats, and not all things are black nor all things white. It is a fundamental of taxonomy that nature rarely deals with discrete categories. Only the human mind invents categories and tries to force facts into separated pigeon-holes. The living world is a continuum in each and every one of its aspects.”

Iconic character Hello Kitty is set to make a splash at the 2025 Osaka-Kansai Expo, appearing in an unexpected guise at the Japan Pavilion. As part of an exhibit focused on algae's potential to address pressing global issues, Sanrio's Hello Kitty will be transformed into 32 different types of algae. This creative mashup aims to introduce visitors to the fascinating and often overlooked world of algae in an engaging, accessible way. From triangular and square microalgae to more familiar seaweeds like wakame, each Hello Kitty iteration will showcase the diverse forms these organisms can take.

Beyond mere eye-candy, the Hello Kitty algae display is designed to highlight algae's role in building a more sustainable future. These photosynthetic organisms are increasingly seen as a key to reducing dependence on fossil fuels, with applications ranging from biofuels and plastics to food and medicine. By combining the worldwide appeal of Hello Kitty with the surprising versatility of algae, the Japan Pavilion hopes to spark interest among a broad audience. The exhibit will be complemented by a photobioreactor installation, where visitors can experience the soothing ambiance of live spirulina cultivation.

Just launched in the UK, DyslexicU, or the University of Dyslexic Thinking, is a pioneering educational initiative aiming to showcase and develop the cognitive strengths associated with dyslexia. Dyslexic thinking is defined as "an approach to problem-solving, assessing information and learning, often used by people with dyslexia, that involves pattern recognition, spatial reasoning, lateral thinking and interpersonal communication."

A joint effort by Made By Dyslexia and The Open University, DyslexicU was unveiled alongside Intelligence 5.0, a report based on research by Randstad Enterprise revealing that dyslexic thinking encompasses the most sought-after skills across all job sectors. DyslexicU offers free courses to help both dyslexic and non-dyslexic individuals understand and cultivate those critical skills. The courses currently on offer are short — just an hour each — and open to anyone free of charge. Available at launch are "Entrepreneurs and StartUp Mentality" and "Changemakers and Activism." Contributors include Erin Brockovich, Barbara Corcoran and Sir Richard Branson.

DyslexicU reflects a shift in the perception of neurodiversity, emphasizing the cognitive advantages of dyslexic thinking rather than focusing on its challenges. This approach not only empowers people with dyslexia but also promotes appreciation for diverse thinking styles. AI will increasingly handle standard cognitive tasks, and is predicted to take over 42-65% of work-based tasks from humans. The skills AI can't (yet) replace are the ones DyslexicU is pushing to the forefront — innovation, lateral thinking and interpersonal skills. It's estimated that up to 20% of the population is dyslexic. Time to help the other 80% boost their ability to think differently?

In Venezuela, Operación Retuit is using AI-generated news anchors to share verified reports about the country's political situation following the July 28th presidential election. The project emerged as a response to increasing censorship and persecution of journalists reporting on electoral events. Two AI avatars, La Chama ('the girl') and El Pana ('the guy'), serve as the public faces of Operación Retuit and broadcast verified information from a dozen Venezuelan and international media outlets.

While journalists and publishers worldwide grapple with threats posed by AI — ranging from potential job displacement and revenue erosion to the proliferation of deepfakes, algorithmic bias and dwindling web traffic — Operación Retuit exemplifies AI's potential as a powerful tool in resisting authoritarian regimes and safeguarding press freedom. In this context, AI isn't a gimmick or a FOMO play, but a strategic move to protect flesh-and-blood journalists. While building AI tools for your own brand, how about doing so in tandem with an AI-for-good project? Like a buy-one-give-one model for the age of artificial intelligence.

HGTV, Pinterest boards, status anxiety... Whatever the motivation, homeowners are addicted to renovations and upgrades. And that includes ripping out perfectly good kitchens after five years. Somer, a new UK-based entrant in the kitchen cabinet market, is challenging throwaway culture with its intent focus on durability and circularity. The company's approach centers around solid wood construction and a buyback scheme, offering a sustainable alternative to the millions of pieces of furniture discarded every year.

At the heart of Somer's philosophy is a modular, adaptable system of cabinets designed to evolve along with their owners. The company offers four styles — Planar, Inset, Ovo and Overlay — all crafted from responsibly sourced solid timber. Each piece is built for longevity, with easily repairable parts and components that can be reconfigured for changing needs or a new home. This design ethos provides long-term value to customers while also significantly reducing waste. When Somer cabinets reach the end of their lifecycle with a specific household, the company's buyback scheme ensures they won't end up in a landfill. Instead, pieces will either be refurbished for a new owner or recycled.

As consumers become increasingly aware of the environmental impact of their purchases, brands offering high-quality, long-lasting products with clear end-of-use solutions will find themselves at a advantage. How could your brand implement similar design principles to create products that consumers will be happy to hold on to?

BBVA, the multinational Spanish banking group, is upping its commitment to employee wellbeing with a new sleep-tracking initiative. The bank recently launched Atrando tu sueño (Catching your dream), a program using wearable technology to analyze the sleep patterns of 100 workers over the course of a week. A wrist-worn device records various metrics, including temperature, activity, body position and light exposure, providing scientifically validated data on circadian rhythms and sleep quality. Once the week is up, the employee receives a personalized report and recommendations from sleep experts.

This latest offering builds on BBVA's earlier efforts to address employee sleep issues. Those who took part in the bank's 'Time4Sleep' program — which has been repeated 20 times in response to high demand — reported significant improvements in sleep quality, with the percentage of participants experiencing sleep issues dropping from 48% to 25%. BBVA's emphasis on sleep reflects a broader cultural recognition of the importance of decent shuteye. As businesses grapple with burnout and productivity challenges, the path to a more resilient and creative workforce might just start with a good night's sleep.

In its latest promotional effort, Visit Seattle is highlighting banned books. The tourism bureau has launched a series of short films featuring notable Seattleites reading excerpts from three locally penned books that have faced bans in other parts of the US. The #SeattleBookmarked video series, created in collaboration with advertising agency PB& and Atlantic Re:think, showcases works by Jewell Parker Rhodes, Shaun David Hutchinson and Jonathan Evison.

The campaign coincides with Banned Books Week (September 22-28) and aims to underscore Seattle's embrace of diverse voices. It's also a response to reporting by the American Library Association of record-breaking numbers of attempts to censor books, especially those by or about LGBTQ+ individuals and people of color. By sharing novels and memoirs by local writers and offering full, nationwide access to banned books (one of three US cities to do so), Seattle positions itself as a haven for free expression and progressive values.

Bain's The Visionary CEO's Guide to Sustainability 2024 is here, revealing consumer insights across 10 countries (🇺🇸🇬🇧🇳🇱🇩🇪🇫🇷🇮🇹🇯🇵🇧🇷🇨🇳🇮🇩). Here are our top five stats:

• 💸 27% believe living sustainably would cost them less, from 17% in the UK and Germany to 52% (!) in Indonesia.
• 🌱 61% say climate change worries have grown over the past two years, especially in climate-vulnerable countries like Brazil (78%), Indonesia (73%) and Italy (70%).
• 🔥 40% say experiencing environmental disasters (like floods or wildfires) is their top motivator for buying sustainable products.
• 💪 76% believe a sustainable lifestyle is important because their actions matter.
• ♻️ 60% care about packaging's environmental impact, with 48% demanding recyclable and 40% pushing for reusable packaging.

The disparity between 52% of Indonesians thinking sustainable living could save them money — compared to just 17% in wealthier nations like the UK and Germany — presents an opportunity for brands marketing to consumers in the Global North. How could you flip the script and turn eco-conscious choices into a way to save money?

Partnering with Chinese coffee brand Yongpu, Shanghai Mental Health Center (SMHC) is releasing a co-branded drip coffee bag packaged like traditional Chinese medicine (TCM). The Weibo campaign supporting the product launch draws inspiration from TCM pharmacies and features playful taglines offering mental health advice, framing the coffee as a "medical recipe." On WeChat, Yongpu's mascot tells a story about feeling down and normalizing seeking help. The drip coffee bags are available for purchase from September 2024.

The coffee collaboration isn't the only lifestyle activation SMHC has engaged in. For Mid-Autumn Festival, which was celebrated on September 17th this year, SMHC also released limited-edition mental health mooncakes. The naming is a wordplay on the words for mental health in Chinese, which is "精神病" or jīng shén bìng. Since their debut in 2021, the mental health mooncakes have become a cultural staple. Only SMHC employees can directly purchase the mooncakes, but they have become highly sought-after by all consumers.

The latest data from the World Health Organization estimates that 95 million people in China suffer from depression and/or anxiety disorders. Beyond that, many young people are simply exhausted by the country's pace of life. However, although mental health is no longer the taboo it once was, it hasn't been fully normalized, either.

Through lighthearted yet meaningful lifestyle activations and partnerships, SMHC is pushing for more open conversations around psychological wellbeing and seeking help. The lifestyle collaborations serve as casual conversation starters and paint the topic in a less daunting light; those who are struggling are encouraged to open up, and allies have an easier time broaching the subject and holding space for those who need it.

Can your brand break taboos and kickstart challenging conversations through lighthearted cultural tokens?

Singapore-based food and grocery delivery platform Foodpanda is rewarding Simei residents with free deliveries after the area won a social media giveaway. The nationwide contest, which ran until August 31st, received over 1,600 entries from people nominating their neighborhood as the ‘hungriest’ for Foodpanda’s perks. A Simei resident’s post won with 1,302 likes, securing a one-month Pandapro subscription for all users in Simei, along with an individual prize worth over SGD 1,000. Pandapro gives users unlimited free deliveries and other deals.

The giveaway followed an earlier campaign in which Foodpanda dubbed Yew Tee, another heartland area, Singapore’s ‘most boring’ neighborhood, and proceeded to gift 53,000 Yew Tee households free Pandapro subscriptions. Located further from the city center, Yew Tee is unfamiliar to most Singaporeans and often considered a place with not much going on. The campaign aimed to challenge this perception and showcase the area’s local hidden food gems.

Heartland neighborhoods are an integral part of civic society in Singapore, and this campaign taps into each area’s sense of community, belonging and local pride. As social isolation and loneliness continue to pose a challenge, bringing people together through shared humor or identity can be powerful. Foodpanda’s campaign might not directly encourage residents to mingle, but it reminds people they're not alone and are part of a community.

Finally, Foodpanda followed through with monetary perks, resonating with Singaporeans concerned about the rising cost of living. The lessons here apply to all brands, beyond just Singapore — in a world grappling with concerns like loneliness and inflation, random acts of kindness will always land well. How could your brand share generosity and delight with your audience?

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.