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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.

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.