Sesame Street's Elmo offered a social media wellness check and was met with brutally honest responses from people sharing their mental health status. The vulnerable reactions emphasise how people are looking for connection and how brands can show up in small yet meaningful ways.

Elmo social check-in

From Netflix's One Day adaptation to viral complaints of 'terminal, third-degree yearns', romantic longing is making a comeback. This shift speaks to a renewed appreciation for deep-rooted romantic connections, where feelings are laid bare. 

'Real lovers are back'

TikTok's orange peel theory suggests that having a partner who performs small acts of service for you – like peeling an orange – is a sign of a healthy relationship. While it may be yet another trend in the 'dating as content' pile, it's also a great illustration of how people are yearning for small acts of kindness from one another. 

The 'orange peel theory'

'Dematting' TikToks destigmatise mental health struggles by showcasing the less talked about symptoms of depression, offering hope and a judgement-free environment for those in need. TikTok has both normalised and romanticised mental illness, but dematting videos provide a raw and recovery-focused illustration of mental health struggles.

'Dematting' TikToks

Celebrities like Paris Hilton, Taylor Swift, Selena Gomez, and Jonah Hill are tackling the subject of mental health by opening up about their struggles – from eating disorders to anxiety, depression, and stress – connecting to their fans through raw honesty and shared experiences.

'Bare-all' celebrity documentaries

WPP and Universal Music Group have teamed up to empower brands with tools to stay ahead of cultural trends while unlocking new commercial opportunities for artists. Central to this is the use of generative AI as a tool to enhance meaningful brand-artist and artist-listener engagement.

WPP and UMG use AI to enhance the artist experience

Having won the Grand Prix at the 77th Cannes Film Festival, writer-director Payal Kapadia’s debut narrative feature has continued to make waves in India and abroad. The film spotlights emotive portrayals of womanhood and female friendship, fulfilling a desire for empathic storytelling.

All We Imagine As Light includes Indian heroines on film

Fashion designer and Germany’s Next Top Model judge Kilian Kerner has been commissioned to create new uniforms for Berlin’s bus, subway, and tram drivers. As social cohesion becomes more precarious in the country, brands can tap into creative ways of reinvigorating local identity and pride.

BVG creates positive commutes with hyper-local uniforms

The Men Against Domestic Violence Choir, based in Western Australia, raised $7,000 by using music to address and combat domestic violence. Their efforts highlight growing expectations for men to take active roles in confronting and dismantling the cultural norms that perpetuate violence and silence.

Anti-domestic violence choir amplifies male allyship 

Brazilian cosmetics brand O Boticário’s Christmas ad encourages open conversations among families about care costs and responsibilities. As more generations opt to live together due to the cost of living crisis, brands can go beyond empathetic messaging to offer tangible support for carers.

O Boticário’s ad unites families burdened by care costs 

The Labour government has announced plans to tackle youth unemployment through a job market reform. Measures include overhauling the health and disability benefits system and boosting mental health support. The move is an attempt at closing the accessibility gaps preventing Gen Z from employment.

Poor mental health is key driver of youth unemployment

Kleenex and Amazon have joined forces to launch a playful campaign supporting newly single individuals and the century-old heritage brand’s quest to maintain its relevance. The move is reflective of the need for brands to pivot towards empathy-driven branding to maximise their appeal.

Kleenex and Amazon transform tears into strength 

Amid a continuing drop in birth rates, Tokyo has launched a four-day work week to bolster work-life balance for both intimacy and child-rearing. Despite persistent efforts to rectify fertility issues, government policies are struggling to make a dent in a deeply entrenched hustle culture.

Tokyo introduces a four-day work week to boost fertility

With India’s wedding season in full swing, car resale platform CARS24 has raised eyebrows with a campaign that criticises the controversial practice of dowry. Audiences continue to gravitate towards brand purpose, but companies need to show up in intentional ways to drive meaningful impact.

CARS24 campaign addresses dowry violence in India

Hellmann’s activation at Charli XCX’s Birmingham show tapped into the power of cultural alignment. By authentically engaging with brat culture, Hellmann's leveraged shared identity and fandom, avoiding the pitfalls of inauthentic trend-chasing that can dilute brand impact.

Hellmann’s culturally aligns with Charli XCX fans

Avanti West Coast has launched a low-alcohol beer, responding to the rise in alcohol-induced accidents over the festive period. People are increasingly seeking moderation and brand responsibility, but the move raises the question of how far companies should be involved in drinkers' personal choices.

UK train company launches low-abv beer for festive safety

With a multi-billion-dollar pink opportunity on the horizon, governments and businesses around the world are investing in products and services to appeal to queer travellers. When it comes to travel, safety and acceptance are top of mind for the community. How can companies offer this while authentically tapping into LGBTQ+ groups?

How can Asia cater to LGBTQ tourists seeking safety and inclusion? 

In partnership with a New York-based food bank, Robolox launched a game where young users can learn about hunger through play. By blending education and entertainment, it showcases how brands can innovate to reach new audiences to support meaningful causes while tackling real-world problems.

Robolox game donates IRL meals through virtual kitchen

Creators on TikTok can now create customized pages to fundraise for causes they care about, thanks to TikTok's new partnership with a fintech company that manages charitable donations. This move stands out as people continue to look for accessible and convenient ways to give.

TikTok streamlines creator-driven charitable donations

Creators on TikTok are turning the platform into a lifeline for tackling mounting medical bills, using engaging content to generate funds through views, gifts, and rewards. With seemingly insurmountable gaps in the US healthcare system, some Americans are turning to unconventional solutions.

Americans are using TikTok to pay their medical bills

Despite widespread panic about the negative impacts of social media, experts stress that a balance of online help and offline connections is needed to help young Australians dealing with anxiety and stress amid limited care access. This is where Momentum comes in, with its free custom online sessions.

How Momentum uses digital culture to tackle youth anxiety

Apple’s 2024 Christmas ad spot has been applauded for its unique blend of heart and innovation, redefining hearing technology with purpose and elegance. It underscores the brand's renewed commitment to care, showcasing how it better connects with and uplifts diverse communities.

Apple pulls at heartstrings with Christmas ad

The romantic film Layla has been lauded as a joyful and refreshing exploration of queer Muslim identity and love. Intersectional stories are challenging dominant portrayals of minority identities, highlighting the strength and resilience found in the convergence of queerness and faith.

Layla subverts Muslim queer narratives in pop culture

Wicked's transition from stage to the big screen marks a significant step in the portrayal of people with disabilities. Brands can be inspired to create more inclusive, authentic narratives by hiring disabled creatives and stars and ensuring that their characters are given agency and depth.

Wicked elevates disability representation

Sicily is offering a low-cost sleeper train to ensure a wider variety of Sicilians can afford to go home and visit family during the winter season. But as slow travel grows in popularity, there’s a gap in affordable travel and a need for brands to ensure greater accessibility.

Sicily tackles traveller costs with affordable trains

Timeleft blends dating and friendship, using ambiguous marketing to encourage spontaneous connections. The app addresses rising loneliness, particularly among Japan's Gen Z, by fostering diverse encounters through casual group dinners – reflecting a behavioural shift toward non-romantic connections.

Timeleft app connects strangers over dinner

Against a backdrop of nightclub closures and rising drinks prices, Britons are looking for low-key, affordable ways to party. In response, dating app Bumble and hard seltzer brand White Claw have hosted their own house parties, speaking to a desire for community and intimacy.

White Claw and Bumble tap into British house party scene

Guide Dogs NSW/ACT, in collaboration with Keep Left, has launched a pop-up activation called ‘Blackout Friday’ to highlight the challenges faced by people with low vision or blindness when shopping online, emphasising that accessibility is just as much of an issue digitally as it is IRL.

Guide Dogs NSW highlights retail accessibility problems 

Bottega Veneta has launched a capsule collection inspired by the work of beloved American author-illustrator Richard Scarry. Offering a keyring belt, cushion, and a woven intrecciato leather notebook, the brand's exploration of childhood wonder and awe feeds into the comforting appeal of nostalgia.

Bottega harnesses nostalgia for capsule collection

Penguin Random House Canada has released an innovative web app designed to revolutionise children’s story time by creating immersive reading experiences. Emphasising the need for creative approaches to reading, it illustrates the critical role of engaging storytelling in children's development.

Penguin app helps kids explore the magic of reading

TikTok is placing age restrictions on some of its beauty filters to address concerns about how they impact the mental health of its teenage users. With young people feeling increased pressure to look perfect online, there’s a need for more open dialog to combat toxic beauty standards.

TikTok blocks beauty filters for teens' mental health 

Sexual health charity Brook has released a series of films to spotlight the realities of imperfect sex. Acknowledging the prevalent pressure for sex to be ‘perfect’, the campaign aims to alleviate that anxiety by encouraging people to see the funny side when sex doesn’t pan out quite as they hoped.

Brook ad challenges unrealistic sexual expectations

Stonegate and Heineken UK's 'Pub Alone' campaign aims to create meaningful conversations about holiday loneliness. Inspired by the classic movie Home Alone, it promotes pubs as connection hubs for young people, addressing the growing need for IRL social spaces during the festive season.

Home Alone-inspired ad highlights loneliness epidemic

Coca-Cola’s iconic 'Holidays Are Coming' ad has made its return for 2024, but this time it’s entirely AI-generated. The modern take on a highly anticipated festive classic has faced major backlash from fans – a reaction that hints at the enduring charm and irreplaceable magic of the human touch.

Coca-Cola’s Christmas ad reinforces AI unease

Olipop’s animated Christmas ad plays on the power of community and togetherness with a story of two yeti mascots on a mission to spread festive cheer. Brands can introduce functional products into family meals with emotive and sincere messaging that helps them feel anchored and understood.

Olipop’s Xmas ad celebrates empathy and connection

Disney's 2024 holiday ad, directed by Taika Waititi, showcases the magical friendship between a boy and an octopus. Emphasising emotional resonance, it joins other Christmas spots offering joyful escapism and genuine connection amid difficult times, reflecting a growing desire for heartwarming ads.

Disney's Xmas ad spotlights joyful, escapist fairy tale

John Lewis’s hotly anticipated Christmas ad for 2024 breaks away from the retailer's traditionally whimsical and escapist approach, instead favouring an undeniably human tale of two sisters. This change in tack is a nod to people’s desire for emotional escapism as well as authentic narratives.

John Lewis Christmas ad offers relatable nostalgia

Carrefour has reaffirmed its support for La Fédération Française des Banques Alimentaires with a planned €1.5 million in donations over three years. As the cost of living continues to impact people, brands are stepping up to alleviate financial and food insecurity in vulnerable communities.

Carrefour reaffirms support for French food banks

The revival of Tom Ford’s Oud Minérale – and its move from the brand’s Private Blend collection to its Signature Line – taps into a desire for self-expression, little luxuries, and ‘smellmaxxxing’, even if on a budget. The scent draws fragrance fans and young men still forming their identities.

How Oud Minérale embodies the essence of personal luxury

TikTok has played a significant role in raising ADHD awareness, with the platform serving as a locus of health-related information for many Gen Zers. Despite its potential to fuel misdiagnoses, people are finding relatable content that both reaffirms their identities and supports self-exploration.

TikTok is fuelling a spike in ADHD self-diagnoses

Health groups in the UK are advocating for a tax on high-salt and high-sugar foods to combat obesity, similar to the 'sugar tax' on soft drinks. However, amid widespread food insecurity in the country, this would need to be paired with efforts to make healthy food more accessible.

UK's food inequality deepens amid food tax proposals 

Globally, birth rates are on a decline while pet ownership is on the rise. As more Gen Yers opt to parent ‘fur babies’ over human ones, pets and owners are becoming more codependent, providing businesses with plenty of opportunities to cater towards their shifting expectations.

Gen Y seeks brands that cater to pet-centric lifestyles

Death cafes provide spaces to discuss mortality openly. Led by end-of-life doulas, they follow simple rules and offer comfort to those grieving. Part of the 'death positivity' movement, these gatherings, along with grief raves and grief-tech, aim to demystify death and provide outlets for grief.

Death cafes offer collective grieving experiences 

Research has shed light on the invaluable benefits of art in healthcare settings, boosting the wellbeing of both patients and staff members. As healthcare systems evolve to embrace alternative therapies and holistic approaches, people are seeking environments that integrate these elements.

Art in hospitals improves patient health and wellbeing

Japanese 'healing fiction' featuring cats is gaining popularity among English readers. This iyashikei trend offers comfort amid modern anxieties and everyday challenges, with communities on social media driving interest in soothing yet fantastical narratives that facilitate escapism.

Japanese healing fiction offers cat-based comfort

CareYaya aims to connect those searching for caregivers with students in healthcare to create a mutual system of affordable care and learning experiences. The platform facilitates people demand for tech-based networks of support as they look to balance high costs of living.

CareYaya matches students to elders seeking care

Incidents of road rage are surging across the US, opening up discussions about what sparks anger while driving. Amid the permacrisis, some people are rationalizing anger as a secondary emotion to fear, sadness, and emptiness, promoting more honest discussions and dialog.

Road rage incidents shine light on US anger epidemic

A record number of Britons say they're excited for the 2024 Christmas ads, according to research conducted ahead of the festive season. These ads offer messages of empathy and connection that resonate amid challenging times, highlighting values that should persist in marketing all year round.

Search for positivity fuels excitement for Xmas ads

Olympian Allyson Felix has partnered with Chamber of Mothers to address a significant yet overlooked barrier to voting – childcare. The move highlights the pressing need for accessible childcare in America and the challenges parents face in balancing civic duties with family responsibilities.

Free election day childcare reduces barriers to voting

Schools in England and Wales are tackling absenteeism with innovative measures like therapy dogs, wellness centres, and personalised support systems. These methods aim to create supportive environments that address students' mental health, engage families, and make schools more inviting.

UK schools are luring pupils in with dogs and prizes

Azar is the Match Group's foray into video-first meetings to connect users in a spontaneous yet moderated way to maintain both a spark and safety. As younger generations navigate loneliness exacerbated by social media, Azar offers an example of how tech-mediated socialization can expand.

Match launches randomized video meeting platform

Tanishq has perfected the dance between tradition and modernity with its jewellery. From Diwali-exclusive collections to evolving its appeal, India’s favourite jeweller remains a festival staple – even as gold prices rise and tastes change. How does Tanishq keep its Diwali shine?

How Tanishq makes gold traditions glitter during Diwali

Neuro-inclusive nightlife events are on the rise, creating sensory-free spaces for neurodivergent people to enjoy live music. Demonstrating how tailored environments can enable fuller participation in cultural experiences, these events are paving the way for a more inclusive nightlife scene.

Inclusive clubs cater to neurodiverse needs 

As post-pandemic revenge travel slows, increased demand for corporate retreats is fuelling a welcome uptick in group bookings for the hotel sector. Amid an ongoing pushback against return-to-office mandates, the trend hints at a need for ‘new normal’ solutions to boost workplace cohesion.

Corporate retreat comeback offers boost to hospitality 

Headspace has expanded its in-app offerings with an AI-powered chatbot known as Ebb, which will provide instant and personalized mental health support to users. This move reflects how brands can help clinicians facing burnout, but there remain risks around relying on tech-driven companions.

Headspace adds AI chatbot for mental health support

The charity Girlguiding has unveiled a campaign highlighting gender stereotypes and AI's role in perpetuating some of them. With increased awareness of gender stereotypes in everyday life, the campaign looks to visually inspire girls, showing them that they can truly do anything.

Girlguiding ad challenges AI-enforced gender biases

As part of its Self-Esteem Project, Dove is joining hands with kids’ YouTube channel Blippi to promote a healthy body image among preschoolers. Gen Alpha’s beauty anxieties are taking root even before the tween years, and brands have an opportunity to instill body-positive attitudes from day one.

Dove taps Blippi to help Gen Alpha build body confidence

Asda has partnered with Colgate to provide free dental kits to schools in some of the most deprived areas of the UK, providing support to kids who face barriers to accessing dental care. It's an example of how brands are taking greater action to tackle health inequities in underserved communities. 

Asda and Colgate promote dental health in schools

The California Department of Public Health (CDPH) has tapped Megan Thee Stallion for a youth suicide prevention campaign. The move highlights the need for accessible, youth-focused health resources and the importance of creating safe spaces for open conversations about mental wellbeing.

Megan Thee Stallion campaign tackles youth suicide

Americans are deeply aware of AI's impact on the job market, and many are keen to upskill so they don't fall behind. But soft skills also remain in focus across generations. Canvas8 spoke to Gen Zers and Xers from across the US to understand their outlooks on the shifting careers landscape.

How are Americans staying ahead of the job market?

As technology transforms the job market, people are striving to future-proof their skill sets. Canvas8 spoke to nine Britons from Gens Z and X to find out what they want to learn and which qualities they prioritise as they navigate drastically different stages of their careers.

How are Britons staying ahead of the job market?

Olly has launched Mellow Menopause, a supplement designed to address multiple menopause symptoms in as little as 24 hours. Meeting demands for more effective and comprehensive health solutions, the move acknowledges menopause as a significant life stage that deserves attention and care.

Olly taps desires for holistic menopause solutions

A study has revealed that Gen Xers are likely to be hit the hardest by the retirement crisis brewing in the UK. While reforms promise to deliver higher returns for pensioners, declining institutional trust means that people will be looking to brands for support around their retirement needs.

UK Gen Xers’ retirement dreams don’t match up to reality

Dementia patients in Belgium have been given access to an AI-powered tool from Kodak that enables them to engage in photo reminiscence therapy. The tool helps to reconstruct memories for which no photo exists and is a prominent example of how AI can potentially democratise access to therapy.

Kodak supports dementia therapy with AI-powered tool

Netflix's foray into gaming capitalizes on the demand for affordable escapism and social connection. By leveraging familiar IPs and nostalgia, the streaming giant is transforming passive viewers into active players – but can it create a truly social gaming experience for its massive subscriber base?

How Netflix elevates fandom through immersive gaming

Millions of TikTok users are participating in a wholesome pay-it-forward movement for moms, showing that parents deserve some love, too. In a society where the sacrifices of parenthood often go unnoticed, the trend provides a tangible way to recognize and validate the challenges of motherhood.

'She Deserved the Purse' helps mothers in need

Nescafé Sunrise has launched a new campaign to celebrate and champion the hard work of coffee farmers in Karnataka. As people seek products that reflect their values and heritage, brands can cultivate trust by emphasising local food tales that bridge the gap between community and culture.

Nescafé Sunrise pledges support for local coffee farmers

Perceived financial pressures are making people more frugal and favour adverse. Some of this stress could be related to money dysmorphia, an exaggerated insecurity about one's finances. Brands can help by reassuring people and focusing on things that are more important than money.

Frugality in friendship: a growing issue for Gen Z and Y

Service provider Optus is doubling down on its commitment to the Australian small business community with its new campaign. As many owners struggle with the economic challenges of running a small business, the company shows an empathetic understanding and provides tangible support. 

Optus goes 'All In' on supporting Australian SMEs

With social media consumption shows no sign of slowing, conversations about its ramifications on mental health become vital. Canvas8 sat down with Dr. Bre Mertz to explore these impacts, envision "social media wellness," and unpack opportunities for brands in this space.

Life beyond scrolling! The science of healthy social media

Despite media narratives suggesting widespread dating app fatigue, these platforms remain popular and are unlikely to be abandoned by users. Canvas8 spoke to Dr. Rachel Katz about innovative ways brands in this space can engage users through unexpected experiences and tailored solutions.

Dr. Rachel Katz on the future of dating apps

Latin American SMEs, key to the region's economy, face limited access to credit and complex regulations but many are leveraging fintech, digital connectivity, and new educational models to drive growth. Can they unlock their full potential and spark a local economic renaissance?

What do Latin American SMEs need to thrive?

Donald Trump’s high-profile visit to Georgia in the aftermath of Hurricane Helene is stoking polarization amid the presidential race. The disaster is accelerating people’s distrust of institutions, and they’ll be expecting brands to fill the gaps in societal leadership.

Hurricane Helene response becomes election battleground

The UK is piloting its first network of mobility hubs in the West Midlands to encourage Britons to go car-free. On top of their environmental benefits,  shared hubs have the potential to strengthen a sense of belonging and communal ownership amid increasing rates of social isolation.

UK introduces mobility hubs for connected communities

Chinese people are hiring emotional support companions for hikes, highlighting a larger cultural trend of addressing loneliness through paid companionship. As the loneliness epidemic continues to impact daily life, people are seeking revitalised and supportive ways to socialise.

Chinese hikers are paying climbing buddies for support

More young Americans are embracing vocational trades, but both presidential candidates face challenges in mobilizing this untapped voting bloc. Gen Zers aren’t a homogeneous group, and more concerted efforts are needed to reach those who feel unrepresented by the political mainstream.

Gen Z blue-collar workers alienated from election buzz

In collaboration with baseball star and brand ambassador Ohtani Shohei, Japan Airlines (JAL) has launched the Dream Miles Pass, which helps young Japanese gain overseas experiences. Faced with a bleak outlook, Gen Yers and Zers are looking to brands as sources of hope and support.

Japan Airlines enables youth to turn dreams into reality

Research conducted by nutrition and health app Lifesum reveals a staggering gap in menstrual health support in the workplace. People are increasingly prioritising holistic wellbeing and workplace equality, and the demand for comprehensive menstrual health support is growing.

Lifesum reveals gaps in workplace menstrual support 

Morrisons has launched farm tours in the UK, bringing its customers closer to the people who make the food they eat. Supply chain transparency can undoubtedly boost brands’ eco-credentials, and Morrisons' initiative shows how companies can go beyond certifications for a more human approach. 

Morrisons ventures into eco-travel with UK farm tours

Social search engine Diem is designed to empower women and nonbinary people by bridging the gender information and disinformation gap. Combining AI-driven insights with community-driven conversations, Diem is creating a trusted, personalized space for candid, essential discussions.

How Diem closes the gender information gap via community

Overdrive Defense is offering Fentanyl Test Kits to promote harm reduction and drug safety to party-going Americans. Responding to 112,000 overdose deaths in 2023, Overdrive's vibrant, party-friendly branding and content meet Gen Z's expectations for empathy and social responsibility in brands.

Trendy fentanyl test kits promote drug safety awareness

In a China-exclusive campaign, Prada has tapped ambassador and table tennis star Ma Long for a special match with veteran actress Wu Yanshu. While athletes have become influencers du jour for luxury brands, there’s a demand for stories that showcase sports in a humanistic, thought-provoking light.

Prada’s table tennis campaign combats ageism in China

The latest promotion by Pizza Hut delivers pizzas with resumés printed on the boxes to prospective employers. This move aims to support job-seekers amidst the key hiring season and challenging job market while building brand loyalty among customers.

Pizza Hut supports job-seekers with resumés on boxes

giffgaff’s latest ad taps on the comeback of humour in advertising as a fairy in a flower field turns out to simply be an over-enthusiastic telco user. People are seeking lighthearted relief from stressful times, and comedy deployed effectively can help brands appeal to the desire for levity.

giffgaff ad embraces resurgence of humour in advertising

Gender-neutral garments are emerging in Asia-Pacific. In Japan, specifically, intimate-wear brand Peach John has initiated collaborations with companies to foster inclusive fashion, eliminate gender envy, and transcend body types, without forgoing aesthetics and functionality.

How Peach John makes lingerie inclusive for Japanese women

IKEA Singapore's new RESTEN bag is a revamp of their original tote that doubles as a pillow, catering to sleep-deprived Singaporeans. As Asians focus more on wellbeing, the value of sleep is moving beyond a basic need and being coveted as a premium experience that enables slower, mindful living.

IKEA encourages Singaporeans to rest on the RESTEN bag

Tiimo is an innovative visual planning app that addresses executive function challenges common among neurodivergent people. Its growing success signals an essential shift in how tools and technology can be designed to be more inclusive, catering to diverse cognitive profiles.

Tiimo courts neurodiverse users with productivity tools 

West Cancer Center is the first in the US to begin using ‘hologram’ technology for some of its doctor visits. With rural Americans facing systemic barriers to healthcare, the tech is expanding access to care, providing a deeper connection between patients and doctors to further build trust.  




Hologram tech expands cancer care to rural Americans 

Instagram has recently launched 'Teen Accounts' to offer a safer, more supervised app experience. As Gen Z and Gen Alpha continue to grapple with mental health exacerbated by social media, Big Tech is facing intense scrutiny from the government and parents alike to protect younger users.

Instagram's 'Teen Accounts' put parents in control

Audible has partnered with sex therapist Chantelle Otten to create an immersive dining experience that encourages conversations around sexual wellness. As food-based aesthetics continue to dictate marketing cool, there’s an opportunity to unlock meaningful indulgence for experience-hungry Aussies.

Audible podcast brings sex therapy to the dining table

Deloitte UK is rolling out a progressive family leave policy giving all parents 26 weeks of paid parental leave, catering to a growing demand for improved work-life balance. This move also demonstrates the importance of gender equality and shared parenting responsibilities.

Deloitte UK introduces equal paid parental leave

South Korean digital payments platform Naver Pay has launched a feature that allows users to raise a digital pet and earn points while doing so. As more Koreans embrace gamified e-commerce, brands are exploring more innovative mechanisms to keep people emotionally engaged.

Naver Pay levels up gamification with virtual pets

For the first time, sales of pet carriers have surpassed those of baby strollers in South Korea, highlighting the country's low fertility rate and evolving perspectives on gender roles, parenting, and family priorities, as more Koreans choose to invest in pets over children.

Pet strollers outsell baby strollers in South Korea

With a quirky design direction and a two-step goal to become the biggest company in the world and empower everyone to design, Aussie start-up Canva targets world domination. The secret behind its success lies in addressing the Australian need for digital creativity on a global scale.

How Canva builds a design democracy from Aussie creativity

Filipino fans have praised Olivia Rodrigo for her surprise Manila show that will be priced at just ₱1,500 (US $~26). The singer’s radical commitment to accessibility stands out in a time when expensive and stressful ticketing experiences have become a sore point for music fans.

Olivia Rodrigo makes concerts accessible for Pinoy fans

Target is doubling down on pet lovers, unveiling their limited-edition pet collection, the Cuddle Collab. The brand recognizes the emotional significance and joy pets bring, aligning with people’s expectations for empathy and understanding from brands in their relationships with their furry friends.

Target releases limited-edition pet collection

Gen Alpha is facing greater barriers to play than Baby Boomers once did, threatening the development of creative and social skills, confidence, communication, and friendship-building. To address this, LEGO is looking to create safe play spaces by redefining the use of art galleries. 




LEGO transforms art gallery to inspire creative play

Body deodorants are transforming our approach to sweat and body odour in unexpected places, and demand for them is rising. Cultural shifts and open conversations are driving a shift to safe, multifunctional alternatives to traditional antiperspirants. How can brands navigate this space with empathy?

Why are people using more body deodorants?

Apple has announced that the AirPods Pro 2 will soon double as over-the-counter hearing aids. Designed to expand access to hearing assistance, the product launch highlights the potential of assistive tech to help provide equity and meet the rising demand for disability inclusion.

AirPods upgrade provides accessible hearing assistance

With social media an integral part of digital natives’ growth and development, the social news and networking platform Reddit stands out for its diverse communities and engaging discussions. The platform provides a space for US teens who are too afraid to talk about sensitive topics with parents.

How Reddit became a trusted adviser to American families

With over 300 million users on Xiaohongshu, the image-sharing platform has become a safe space for Chinese women, giving rise to communities and even unconventional connections – from dating to friendships and job connections. What’s driving these unique ways of building relationships online?

How Xiaohongshu captures new forms of Chinese connections

Lifecycle

People expect care and emotional intelligence from brands