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Challenging traditional sports sponsorship, Powerade has introduced The Athletes Code — a contractual amendment allowing sponsored athletes to pause their partnership commitments to focus on mental or physical wellbeing without risking their sponsorship status. The initiative was launched with a roster of elite athletes, including Olympic gold medalist Alex Morgan and Paralympic swimmer Douglas Matera, and represents a significant shift away from the "win at all costs" mentality that long dominated professional sports.

The Athletes Code comes as mental health awareness moves from the margins to the mainstream of professional sports. Following high-profile athletes like Simone Biles and Naomi Osaka speaking openly about their mental health struggles, brands are adapting to shifting cultural expectations around performance and wellbeing.

By formally protecting the right to pause and recharge, Powerade's initiative signals the sports industry is evolving beyond measuring success purely in medals and trophies to embrace a more holistic view of athletic achievement. And since athletes function as role models and shape narratives around success, the move will no doubt reverberate back into society, further normalizing the prioritization of mental and physical wellbeing in all fields of life.

During the launch of its flagship Q8 2024 model last month, Audi Vietnam employed EEG (electroencephalogram) technology to help consumers decide if they truly wanted the car. Designed to gauge emotional resonance, the initiative uses specialized headsets to monitor participants' brain activity during interactions with the car, such as test drives and exploring the interior. The EEG measures responses like excitement, attention and interest, offering insights into whether the car genuinely resonates with the buyer’s preferences. 

Emotional validation is becoming increasingly vital and, amid the deluge of choice in an increasingly saturated market, understanding consumers' genuine emotional responses will only get more important — consumer interest in personalized marketing experiences has increased by 20% in the past two years. And that goes double for big ticket and status symbol purchases, such as car buying in fast-developing markets like Vietnam. Investing in a car, especially a premium one, is still seen as a significant economic and social status milestone. Consequently, consumers want the purchase to be an authentic representation of their preferences and, by extension, who they are.

The desire for highly personal experiences goes hand in hand with the demand for self-knowledge — think the popularity of personality typing frameworks like the MBTI or Enneagram. The mainstreaming of frontier technologies like EEGs, other brain-reading headphones and emotion-tracking AI, means there are more ways than ever for brands to help consumers understand themselves at a deeper and more authentic level. This self-knowledge could be channeled to make better, more personalized decisions, ensuring higher resonance with both purchases and brands.

Every year, Publicis Groupe Japan’s Sustainable Development Goals committee holds a public competition to raise awareness about environmental challenges. This year’s contest, The Trash Bento Challenge, aimed to inspire public action against microplastic contamination.

Participants were invited to collect household and neighborhood trash to create inedible bento boxes, such as using cut-up dishwashing sponges as Japanese steamed eggs or turning green candy wrappers into seaweed. Comedian and trash collector Shuichi Takizawa and fermentation master Misa Enomoto judged the entries, and the competition’s Grand Prix winner received a stay at the Zero Waste Action Hotel in Kamikatsu.

Microplastics pose a wide array of harmful effects to human health — from weight gain to cancer — and yet our growing exposure shows no signs of stopping. Humans are estimated to ingest and inhale six times more microplastics today than in 1990, with hotspots like Southeast Asia seeing consumption rates exceeding 50 times 1990 levels. And yet, scary statistics aren’t getting through to consumers grappling with apocalypse fatigue — the exhaustion of having to make endless moral choices that don’t seem to make a difference.

The Trash Bento Challenge rides on the highly popular Japanese art of shokuhin sampuru (食品サンプル), the craft of making hyper-realistic replicas of food, a staple of all Japanese F&B establishments’ window displays. By leveraging a cultural mainstay inherently connected to food, it builds awareness yet bypasses the doom and gloom narrative, instead engaging people through a creativity that’s fun and creative.

What started off as a quirky pharmacy mascot has evolved into a cultural phenomenon, culminating in November 2024’s Simifest, a music festival blurring the lines between brand marketing and grassroots fandom. Dr. Simi, the cheerful, mustachioed mascot of Mexico’s Farmacias Similares, is a familiar figure seen dancing outside pharmacy doors to promote the chain’s low-cost generic medications. (Farmacias Similares operates over 9,500 stores in Mexico and other Latin American countries.) In recent years, fans transformed him into an unlikely icon of concert culture, tossing plush Dr. Simi dolls at music stars like Lady Gaga and Rosalía as gestures of admiration. It turned the pharmacy mascot into a viral sensation.

Rather than dismissing the fan-led movement, Farmacias Similares leaned into it, creating a festival celebrating Dr. Simi’s role in pop culture. In addition to acts like Anderson. Paak, Jungle, Ely Guerra and Technicolor Fabrics, the Mexico City event offered more than just a nod to the pharmacy chain; it featured cosplay contests, fan art and plenty of opportunities to interact with Dr. Simi. It’s a lesson in harnessing the energy of customers who co-opt and reinterpret brand symbols to express broader values. With consumers increasingly skeptical of traditional marketing, Simifest shows how to foster spaces where audiences feel seen, heard and free to play.

Some of today’s most resonant brand narratives aren’t top-down campaigns but emergent, co-created stories that thrive on social media’s participatory dynamics. Dr. Simi’s evolution from pharmacy mascot to cultural icon reflects a deeper societal shift: people crave experiences that blend humor, authenticity and community. By embracing this shift, Farmacias Similares transformed a corporate mascot into a symbol of fun, connection and national pride. Other brands: time to release control and let consumers lead the way?!

Out now: Ipsos’ Predictions 2025 Report, with findings from surveying people across 33 countries on their hopes, fears and everything in between. Here’s what stands out:

📈 Optimism: Despite a permacrisis-fueled world, 71% believe 2025 will be better — up a fraction from 70% last year. And while 65% say 2024 was bad for their country, that’s the lowest figure for that statement since 2019.

🧘‍♀️ Health on the vision board: 69% manifest better mental and physical health in 2025 and 37% plan to scroll less. A collective exhale might be on the horizon?

😶‍🌫️ Fear of becoming obsolete: Globally, 65% fear AI-driven job losses, overshadowing the 43% who see AI as a job creator. Stark contrasts emerge: 77% in China predict AI will create jobs, while 65% in Japan brace for losses.

🔥 Climate anxiety heats up: 72% expect even more extreme weather in 2025, with 42% fearing parts of their country will become uninhabitable. Concerns about uninhabitability are peaking in the Philippines (78%), Indonesia (66%) and Malaysia (58%).

💰 Income < inflation: 79% anticipate prices will outpace incomes – mirroring, on average, last year’s stat. Economic worries hit harder in the Philippines (90%), Romania (89%) and the Netherlands (88%), where concerns have surged 7-8 points YoY.

🔎 Let’s zero in on that last stat. As optimism grows fragile and wallets tighten, value itself is being rewritten. Gen Z is already opting out of traditional FOBO workplaces and cashing in on Roblox gigs and selfie-powered discounts.

Forward-thinking brands are taking note. They’re building systems that go beyond price tags — rewarding authentic participation, fueling emotional connection and unlocking unexpected value. In 2025, success will hinge on helping people create, capture and realize worth holistically, which is to say: financially, emotionally and socially.

In a twist on traditional Secret Santa exchanges, La Poste is transforming mail carriers into modern-day Christmas elves across two French villages. In Berrwiller, Alsace, and Roussillon, Provence, postal workers Simohamed and Josiane are adding an unexpected dimension to their daily routes this holiday season — not just delivering mail, but orchestrating a community-wide gift exchange. Residents place modest presents in their mailboxes, which the carriers collect and redistribute randomly to other households participating in the ‘Noel Surprise,’ creating serendipitous connections throughout the villages.

This initiative taps into something deeper than seasonal gift-giving — it’s about rekindling spontaneous human connections that are becoming increasingly rare. The element of surprise, with villagers not knowing which neighbor will receive their gift, adds a layer of excitement and anticipation. When Berrwiller tested the concept last year, two-thirds of residents participated, suggesting a strong appetite for fostering local bonds. The project demonstrates how institutions like La Poste can evolve beyond their core services to nurture the social fabric that keeps small communities vibrant.

Samsung is expanding access to premier contemporary art through a new partnership with Art Basel. The collaboration, launched as the art crowd flocked to Miami Beach for the annual fair, brings curated work from Art Basel's renowned exhibiting galleries directly to subscribers of the Samsung Art Store. The art can be displayed exclusively on The Frame — Samsung's 'lifestyle TV' that doubles as a digital canvas. The first collection launched with over 15 works, giving The Frame owners unprecedented access to pieces displayed at the December 2024 fair.

The partnership creates compelling value for both parties. For Samsung, it bolsters The Frame's position as a premium lifestyle product, offering customers exclusive access to contemporary artwork from leading galleries. For participating artists and galleries, the collaboration allows their art to reach a much wider audience than it otherwise would. Sure, Instagram has democratized art sharing beyond gallery walls, but The Frame's large-format display — which is matte and Pantone-validated — provides a more immersive way to experience art than any phone screen can deliver.

Train operator Avanti West Coast is putting a creative spin on public safety this holiday season. The company has launched “Safety Thirst,” a limited-edition 0.5% pale ale available on board its trains, aiming to promote responsible drinking among passengers during a time of year when alcohol-related accidents traditionally spike. Data from the Rail Safety and Standards Board reveals that accidents where intoxication was a potential factor increased by 45% during last year’s Christmas season — from tripping down stairs to falling over a platform edge or driving home from the station while under the influence.

The low-alcohol brew was created in partnership with Birmingham Brewing Company and comes in a can that draws inspiration from heritage railway wayfinding signage. Safety Thirst’s launch was accompanied by an Avanti West Coast staff choir performing a safety-themed version of Jingle Bells (“Keeps you steady, light and ready, full of festive cheer.”) The campaign has garnered support from both the Rail Safety and Standards Board and harm-reduction charity Drinkaware, which notes that around a third of people now use low and no-alcohol options to moderate their drinking.

A new study published in The Lancet Oncology reveals a 79% rise in bowel cancer diagnoses among adults under 50 between 1990 and 2019. Rates climbed in 27 of 50 countries, with England experiencing one of the sharpest annual increases (3.6%), alongside New Zealand, Chile and Puerto Rico. Researchers attribute the surge to modern lifestyle factors such as junk food consumption, physical inactivity and obesity.

📈 Bowel cancer is now the third most diagnosed cancer globally and the second leading cause of cancer deaths, claiming 1.9 million lives in 2022. At the same time, deaths among younger adults surged by 28%, amplifying the urgent need for earlier screenings, public health initiatives and symptom awareness (rectal bleeding, abdominal pain, unexplained weight loss).

🪞 MIRROR MIRROR to the rescue
Health crises like this demand tools that make the future tangible and inspire immediate action. MIRROR MIRROR, one of the trends in our 2025 Trend Report, spotlights the opportunity for brands — in and outside the healthcare industry — to empower people with AI-powered tools and future-planning simulators that translate health risks into actionable, personal futures.

Two examples:
🕰️ AI-powered simulators: Death Clock projects life expectancy, identifies leading causes of death and delivers personalized recommendations based on over 1,200 scientific studies.
👵 Tech-powered awareness: CoppaFeel! harnessed TikTok's viral aging filters in its ‘Changing the Face of Breast Cancer’ campaign to challenge the misconception that breast cancer only impacts older women.

🩺 The bottom line? Early intervention becomes powerful when consumers can see and shape their (health) outcomes. In a chaotic, uncertain world, clarity is everything — and AI-driven mirroring provides just that. After all, acting on the future is easier when you can see your reflection today.

This week, Duolingo announced a collaboration with Netflix to prepare fans for the second season of Squid Game, the streaming platform’s popular Korean series, which premieres on 26 December 2024. This partnership inserts over 40 key show-related phrases into Duolingo’s Korean course, including “dalgona,” the candy featured in the first season, as well as familiar utterances like “let’s play a game,” and “you’ve been eliminated.”

Off-platform, the two companies have also created a TikTok filter based on the show’s Red Light, Green Light game, challenging users to test their Korean speaking skills to survive. To top it off, Duolingo released a Squid Game-inspired music video titled “Korean or Get Eaten,” threatening nudging users to complete their daily lessons.

Squid Game Season One was Netflix’s most successful original series launch ever. Since then, it’s been watched by over 330 million viewers for a combined 2.8 billion hours globally. The show’s widespread success birthed a cultural movement, turning previously obscure Korean candies and children’s games into a global phenomenon. Its stark departure from the saccharine image associated with conventional Korean media — think K-drama romcoms and K-pop idol groups — drew in new audiences and sparked interest in Korean culture among broader consumer groups.

South Korea has long leveraged its culture as a tool for international diplomacy and economic influence, and brands in the ecosystem have benefited — think the boom in Korean beauty, food and tourism. Netflix has actively tapped into the K-wave, leaning into Korean content to drive user acquisition and engagement and boost its global appeal. Conversely, Duolingo was previously a passive beneficiary of the popularity of Squid Game. Following the show’s 2021 debut, the language-learning app reported a 40% increase in Korean learners.

By officially partnering with Netflix for the launch of Squid Game Season Two, Duolingo is now an active participant in what promises to be another tentpole cultural moment. Which could cement Duolingo’s zeitgeisty cool while driving on-platform user activity, allowing it to hit both brand and business objectives. Beyond Squid Game and Korean culture, how might your brand actively shape or ride the cultural moments that speak to your audience?

The Singapore Land Authority, in partnership with dormitory provider TS Group and co-living brand The Assembly Place, is transforming a former primary school site into Singapore’s first intergenerational co-living space. Scheduled to open in 2025, it will feature 107 rooms with shared facilities designed to cater to older residents and students. Senior-focused amenities include ground-floor rooms with grab bars and fall detection sensors, along with on-site nurse aides and medical consultations. Other planned facilities include shared kitchens, a gym, a community garden and a pickleball court.

Intergenerational co-living models are growing worldwide, and the benefits are clear — they can solve housing problems while fostering meaningful social interactions between age cohorts. Singapore’s first facility of this kind seeks to offer a richer alternative to the country’s existing eldercare options, such as retirement kampungs, community care apartments and traditional assisted living facilities. The operators are also mulling a benefits program to facilitate cross-generational connections, offering rent discounts for young residents who contribute to senior community engagement efforts. 

Elder care remains a sensitive subject in Asian societies rooted in Confucian values, where filial piety — the obligation of children to care for their aging parents — is a cornerstone. Traditional reliance on family support has often stigmatized external eldercare solutions. However, societal shifts, including smaller households and challenges of the “sandwich generation,” are gradually changing perceptions. These shifts will likely only accelerate as more individuals opt for child-free lifestyles, necessitating new solutions in the decades to come.

Two weeks ago, we discussed how South Korea is adapting bathhouses to allow an aging population to maintain familiar practices. Similarly, this week’s intergenerational co-living space highlights the growing need for innovative solutions serving the silver generation their evolving needs. What role can your brand play?

Snapchat’s 850M monthly users aren’t just scrolling – they’re snapping, sharing, shaping culture and hopefully not screenshotting. 😉 The 2024 in a Snap report shows that AR-powered play, cultural relevance and real connections drive engagement across generations. Here are our report highlights, snapped short and sweet:

🏀 Fueling Sports Fandom: Fans spent 25M+ minutes on sports content within Snapchat's Spotlight globally, with 93% of US Snapchatters saying social media gets them closer to their favorite teams.
🌟 Sh(AR)ing is C(AR)ing: From Venom to Bojangles, Snapchat AR Lenses grabbed 5x more active attention than other platforms. 
💄 New Look, Who Dis? Beauty slayed with 113M Snapchatters trying on AR Lenses globally. Lipstick try-ons, as by e.l.f. Beauty, drove 16% higher playtime. 
🎶 Connection Through Music: Whether it’s Brat vibes or nostalgia hits like Friday I’m in Love, 79% of US Snapchatters are passionate about music.
🍔 Snackable Snaps: Foodies turned meals into moments, checking in 896M+ times at favorites like Taco Bell and Chick-fil-A.
🎂 Growing Up With Snapchat: Snap turned 13 this year, and its audience aged up, too: over 50% of US users are now 25+. No surprise that 118M+ hours of parent content were viewed globally.

Your takeaways for 2025:
🔮 While apps like BeReal fizzled out, Snapchat keeps its spark alive by embracing messiness, creativity and fun. How can your brand stay (pop-)culturally relevant and design experiences that make people stop, snap and share?

A Dutch refugee advocacy organization has created a provocative installation that challenges a common misconception about accommodations for asylum seekers. VluchtelingenWerk Nederland transformed a building in central Amsterdam into Hotel AZC — a mock emergency shelter that gives visitors a firsthand look at the stark reality faced by those seeking refuge in the Netherlands. The temporary exhibition, open on 12–13 December 2024, forcefully pushes back against the narrative that asylum seekers enjoy comfortable hotel stays.

The initiative comes at a time when approximately 36,000 asylum seekers, including 6,000 children, are housed in emergency shelters across the Netherlands. These asylum centers, AZC for short, are plagued by poor hygiene, noise pollution and a severe lack of privacy. Frequent relocations across the country contribute to stress, uncertainty and depression among residents. “We hear politicians pushing for austerity, and there are many misunderstandings about refugee accommodation in the Netherlands,” says Frank Candel of VluchtelingenWerk. “That’s why we’re inviting everyone to come see for themselves.” By making the invisible visible, the organization hopes to spark a more fact-based public dialogue about refugee housing conditions.

As concerns mount about AI’s role in amplifying false narratives, initiatives like Hotel AZC demonstrate how immersive, real-world experiences can effectively counter digital disinformation. The power of firsthand observation — seeing, hearing and feeling the reality of emergency shelters or any other contested subject — creates an emotional connection that algorithms can’t replicate.

Could wearing nail polish help solve toxic masculinity and men’s mental health crisis? It could be a start. Hard As Nails, launched on 4 December 2024 by social innovation expert Sam Conniff and inclusion consultant Daniele Fiandaca, brings men into nail salons to document their experiences with this small yet bold step outside gender norms. A pilot program showed 80% of participants discussed breaking free from rigid masculine expectations, and 75% had meaningful conversations about mental health and allyship they would otherwise avoid.

The project began when Conniff got his nails done for a Harry Styles concert. It evolved into exploring how minor acts of gender nonconformity can create ripple effects. Instead of directly confronting toxic masculinity, Hard As Nails focuses on increasing empathy and openness among male participants. And it seems to be working: 80% of the men involved found their experience sparked more supportive and curious reactions from others than they’d anticipated, and 65% experienced emotional release and joy from challenging norms.

While social media and popular culture have made discussions about gender identity more mainstream, many men still feel disconnected from those dialogues. By focusing on something physical and accessible — a coat of polish — Hard As Nails offers a novel way to engage. Beyond obvious partnerships with beauty and grooming brands, organizations in male-dominated industries like construction, engineering and finance could leverage similar concepts to spark internal dialogues about masculinity and workplace culture. A construction company, for example, might launch a “Tough As Nails” day where site workers get manicures while discussing workplace safety and mental health, effectively linking physical and emotional protection.

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?