Examining what it’s like to live, work, and play in Germany, our experts guide you through the nuances that define its culture.

Germans love their chocolate, and Ritter Sport’s ever-expanding range speaks to the nation’s growing demand for healthier, flavourful, and ethical options. As the ethics of cocoa sourcing come to the fore, Ritter shows how other brands can indulge chocolate lovers in creative, guilt-free ways.

Why Ritter Sport makes chocolate for eco-healthy Germans

Oojo has launched its innovative travel platform in Germany, offering seamless booking and exceptional service to the country’s digital-savvy travellers. As people seek out more efficient, personalised experiences, brands can thrive by adopting AI and tech solutions to meet evolving needs.

Oojo's German launch targets personalised travel lovers 

Airbnb’s Xmas ad puts a spin on the classic poem ‘A Visit from St. Nicholas’ to drive home the benefits of staying at an Airbnb over a hotel. As crackdowns on short-term rentals and a desire for ease push people to hotels, the company taps into one of its key advantages as a home away from home.

Airbnb Xmas ad targets hotel-averse vacationers

Germans seem increasingly concerned about their safety when making digital payments and are looking for banks to provide enhanced protection. As alternative payment methods proliferate, there’s an opportunity for brands to reassure customers about their protective measures.

Germans seek better protections against payment fraud

Amazon has launched Rufus, an AI-powered shopping assistant, in beta across Europe. Meeting growing demands for AI in retail experiences, the feature looks to help customers make more informed purchasing decisions, enhancing convenience and efficiency within their shopping journeys.

Amazon AI assistant meets evolving e-shopping desires

Adidas transformed Berlin's Kraftwerk into a 3,000-person fitness-rave fusion event, blending Les Mills workouts with a nightclub atmosphere. The event reflects Gen Z's interest in experiential wellness and rave culture, simultaneously providing them with an authentic community-focused experience.

Berlin fitness rave turns club into workout festival

Berlin's club scene is evolving as wellness trends reshape nightlife. Once linked with excess, partygoers are now adopting supplements, IV drips, and sober-curious alternatives. Gyms mirror clubs, blending fitness with music, while hearing protection is turning rave fashion safety-conscious.

How Berlin’s club culture is merging with wellness

Through the Korean Cultural Center’s ‘Korean Food Awareness’ campaign, the centre hopes to impart knowledge and skills to restaurants in Germany about how to prepare authentic Korean dishes. Ensuring accurate cultural representation is key to success in an increasingly globalised world.

Demand for authentic K-food in Germany sparks response

Facing economic uncertainty and shifting cultural values, Germans are seeking affordable, high-quality beauty products that reflect their personal values. How are indie brands filling this gap with innovative, inclusive, and sustainable offerings?

How German shoppers are embracing indie beauty brands

At The Benemart, Benefit Cosmetics’ virtual shopping experience, people can shop, game, and socialise simultaneously. Brands continue to offer initiatives that blend the physical and digital world to engage shoppers, while also incorporating gaming elements to appeal to younger generations.

Benefit Cosmetics launches virtual shopping experience

Paysafe and Deutsche Bank have partnered to enable the bank’s customers in Germany to deposit and withdraw cash to and from their accounts at participating retail locations across the country. The initiative balances tradition and digital innovation, lowering barriers to entry for many.

Deutsche Bank allow users to use cash services at stores

Traditional political wisdom suggests that young people are more likely to vote for liberal parties at elections, with climate change and social issues causing them to lean left. However, the AfD’s popularity among Gen Zers signals a sea change in Germany. What’s fuelling this right-ward tilt?

Why are Gen Zers voting right in Germany?

German brand Weleda has been creating botanical formulas for over 100 years, with Rihanna and Julia Roberts among its celebrity advocates. As people grow unsatisfied with simple ‘natural’ claims, the brand’s continued success stems from its adaptation to the need for transparency in beauty.

How Weleda repackages skincare for eco-conscious Germans

How has Fintech changed the way Germans approach money management? How is the rise of spirituality and diverse belief systems changing the religious landscape? And why is marriage on the decline? This Cultural Snapshot of Germany in 2024 explores the key behavioural shifts.

A Cultural Snapshot of Germany: 2024 - 2025

Car buyers in Germany are showing muted demand for electric cars as the cost and quality of EVs fail to meet their needs. Countries recognise the need for an urgent transition towards a greener future, but balancing the competing needs of people and brands is an uphill battle.

Fewer German car buyers are opting for electric vehicles

Passionfroot is an online marketplace aimed at connecting brands with business-focused content creators. As the creator economy continues to grow, there's an opportunity for brands to level the playing field for creators from diverse backgrounds by offering more ways to monetise their skills.

Berlin start-up launches digital marketplace for creators

eBay has unveiled the global expansion of its Circular Fashion Fund (CFF), aiming to support fashion start-ups with circular business models. As circularity becomes an expectation across sectors, brands are showing commitment by supporting smaller businesses and collaborative innovation. 

eBay expands fund to support circular fashion 

Widespread labour shortages and ageing populations in Europe have resulted in an urgent need for skilled migrants to boost economic growth. To tackle this challenge, Germany has approved new measures, including a new digital visa, to facilitate the migration of skilled workers from India.

Germany approves measures to attract Indian workers

Young Germans are reversing the decades-long trend of declining union membership and turning to industrial action to cope with economic and workplace challenges. It's a sign of how people are seeking anchors and communities to cope with problems that are too big to solve at an individual level.

German trade unions report rising youth membership

Inspired by travelling, A Kind of Guise crafts timeless menswear that blends contemporary trends with a commitment to quality and lasting design. Its ‘slow and steady’ approach has earned it a loyal fanbase that values its sustainable credentials as much as its authentic street-style campaigns.

Why A Kind of Guise makes streetwear for practical Germans

Germans are considering their purchases more carefully as inflation limits their spending power, and they're increasingly buying second-hand clothes.  The combination of budget constraints and environmental concerns is fueling the popularity of charity shops and circular fashion.

Inflation drives Germans to invest in second-hand clothes

The summer of 2024 was a vibrant season of sport across Europe, with German teams and athletes attracting eye-watering sponsorship deals. But as people’s interest in sport evolves beyond the mainstream, Sponsoo is helping lesser-known athletes, teams, and leagues get in on the action.

How Sponsoo empowers German fans to sponsor sports

The "After Hitler" exhibition in Bonn examines the history of a post-Hitler and post-holocaust Germany as the far-right populist party Alternative for Germany gains momentum. Amid Europe's polarised political climate, brands can build bridges and foster healthy political discourse.


"After Hitler" exhibition reflects on Germany's politics

German food-tech startup Freda is gaining momentum, offering premium frozen meals that address people’s desires for convenience and low costs without compromising quality. Brands have an opportunity to balance this expansion with the more symbolic aspects of dining - from community to indulgence.

Freda gains momentum in Germany with premium frozen foods

Political and economic turmoil driven by armed conflicts across the world has forced crowds of people to leave their home countries. But instead of showing sympathy for these people, the world has largely met them with the rise of conservative politics hostile to immigration.

Germany tightens its grip on border control

Tesla has launched the all-electric Giga Train in Germany, providing free rides between Erkner Station and Tesla Sud for employees and the public. This sustainable transit initiative emphasises the rising appeal and accessibility of greener transportation to a broader audience.

Tesla unveils first all-electric train in Germany

Media brand Monocle has partnered with Lagardère Travel Retail to open a store at Frankfurt Airport Terminal 1. With travel stress a hangover of the post-pandemic holiday surge, people are looking for soothing and novel experiences that foster a better end-to-end journey. 



Monocle eyes airport shopping rituals in Frankfurt

The Department of Nike Archives is opening up ahead of a 2025 exhibition. With heritage and limited editions central to how status is consumed and expressed in fashion, the celebration of Nike's cultural impact will resonate with fans looking to immerse themselves in the brand's world.

Nike exhibition offers immersive cultural status to fans

Tesla's 'Dog Mode' was designed to offer in-car pet care during hotter months. However, the feature has come under scrutiny, with tests finding inconsistencies and reports of glitches during the summer season. As people look for pet support, trust in tailored offerings is central.

Tesla’s 'Dog Mode' glitch challenges automated car care

Long associated with the virtue of hard industriousness, or Fleiß, Germany is now seeing a change in attitudes toward work. Propelled by a return of unions and the sentiment of younger generations, people are seeking better work-life balance, despite alarm about economic productivity around Europe.

German Gen Z and unions drive changes to work culture

In February 2024, Germany passed legislation that made it easier for people to carry and cultivate a fixed amount of cannabis. How might this partial legalisation affect the way people socialise, and what does the law’s ascent tell us about the nation’s recreational cannabis culture?

How might legal cannabis change socialising in Germany?

Training app TRAIT raised €1 million in seed funding to enhance its AI-powered platform. TRAIT has an opportunity to elevate training by leveraging AI’s conversational capabilities, offering a product that enhances runners’ overall wellbeing and helps them stay motivated.




German app TRAIT leverages supportive AI for running

After backlash from Israel for featuring Palestinian supermodel Bella Hadid in its SL 72 campaign, adidas has removed Hadid from its adverts and released a public apology. The move has stoked debate online as the humanitarian crisis in Gaza continues to drive division.

adidas sparks backlash from Israel for Bella Hadid ad

Yours Truly is championing customisation in hair care with the help of digital questionnaires and one-to-ones with experts. It’s facilitating a much-needed change in how people look after their locks, offering a thoughtful, transparent approach that caters to Germans’ beauty needs.

How Yours Truly personalises Germans’ natural hair goals

Frankfurter Allgemeine Zeitung has taken home the Industry Craft Grand Prix at Cannes Lions for its 100th edition featuring holocaust survivor Margot Friedländer at the Holocaust Memorial in Berlin. As harrowing crises play out globally, people are looking for empathy and integrity.

German newspaper wins a Grand Prix for emotive campaign

Motorbike rentals are surging in popularity across the globe thanks to favourable cost-efficiency and convenience in the context of both regular commuting and leisurely road trip transport. Changing spending habits are resulting in changing relationships with transport and automotive ownership.

Cost-savvy commuters are turning to motorbike rentals

As the travel market improves post-COVID, German luxury travellers want more from their long-haul trips, keen to immerse themselves in local cultures on eco-friendly holidays. Meanwhile, younger, affluent travellers are seeking multi-centre options in unexplored destinations.

What do Germans want from luxury long-haul holidays?

Germany is known for its iconic streetwear labels, with adidas and Puma leveraging collaborations with Bad Bunny and Rihanna to reach global audiences. Today, the vibe of German streetwear is shifting, celebrating local hip-hop and rap talent and hedonism – but also sustainability.

How is Germany’s streetwear scene changing?

Berlin-based start-up Faircado has developed a browser extension that allows users to find and buy pre-owned alternatives to products they're looking for online. As the climate emergency stays at the forefront of many people's minds, they're increasingly keen to engage with quality second-hand goods.

Faircado makes searching for pre-loved items easier

RIMOWA has partnered with Aimé Leon Dore in a collaboration that blends design codes from both brands. This comes at a time when people seek little luxuries in their daily lives, highlighting an opportunity for brands to create meaningful moments through storytelling and shared values.

RIMOWA x Aimé Leon Dore entice luxury travel buffs

The BMW XM Mystique Allure is the automobile manufacturer’s first-ever couture vehicle inspired by the supermodel Naomi Campbell. With automotive luxury already a key symbol of status and luxury, this partnership speaks to the value of blending emotional appeal with functional utility.

BMW debuts couture-inspired car for luxury drivers

Sandra Hüller has become a household name for her emotionally resonant performances in non-English films Anatomy of a Fall and The Zone of Interest. Her journey from German stage actress to Oscar-nominee signifies the spotlighting of global talent and older women in media and fashion.

Why Sandra Hüller is a beacon of on-screen representation

As climate anxiety abounds, Berlin-based condom manufacturer Einhorn is encouraging people to install solar panels by bringing much-needed levity to its eco branding. With faith in governments waning, a more playful and collaborative approach to climate action could be the solution to eco-doom.

German condom brand Einhorn is making solar energy cool

Germany has earned its reputation as a prosperous and generous nation in recent history. But with an economic crisis affecting how its citizens shop, spend, and save, how are German attitudes to charity changing? And what can brands do to keep the flame of altruism alive?

Germans stay generous despite economic and political woes

Skintellectuals are becoming increasingly educated on product efficacy and are aware that tech-led devices can deliver tangible results. With AI-powered technology and being first to market for affordable devices, GESKE is helping consumers transform their skin in an era of ultra-personalised beauty.

How GESKE is leveraging tech for personalised skincare

German retailer Rewe has opened its first fully vegan supermarket in the country, offering double the number of vegan items found in conventional Rewe’s stores. Germans are more vegan-curious than citizens of other countries, leading conventional brands to expand their offerings.

Rewe store caters to vegan-curious Germans

Spotting a gap in the market for competitions for the average gym-goer, HYROX has created a new discipline within the world of exercise. Creating a clear goal for amateur gym-goers and more experienced athletes, HYROX offers accessibility and community for a wide range of exercise enthusiasts.

How HYROX brings out gym-goers' competitive edge

From producing 160 million Goldbears a day to pioneering digital engagement, Haribo's century-old legacy is a testament to its enduring appeal. By blending tradition with innovation to satisfy a world craving sweetness and nostalgia, the brand has remained culturally relevant and financially robust.

How Haribo sweetens the world with innovation and nostalgia

A survey has shown that adults in Germany are growing concerned about the use of imported plastic waste as recycled products. At a time when eco-conscious consumers are becoming more aware of greenwashing, brands have an opportunity to prioritise and reward local sustainability efforts.

Germans are divided about the issue of plastic waste

Volkswagen-backed Chinese smart EV company Xpeng Motors has announced its official entry into the German market as part of its wider European expansion. With cost concerns being a primary barrier to EV adoption, Chinese car brands offer accessible, innovative, and sustainable mobility options.

Xpeng brings affordable EVs to German drivers

After more than 70 years, the German FA is ending its partnership with Adidas in favour of a lucrative Nike deal – but not without major backlash. The controversy highlights the emotional ties between football and national identity in Germany and the wider importance of heritage for sports fans.

German FA's split from Adidas sparks backlash

Facing a labour shortage, a German transport company is training students to drive trams on the weekends and between classes. With public services at risk due to a lack of skilled workers, there are growing demands for training and upskilling opportunities to attract young people.

German students drive trams amid labour shortages

Germany, Europe’s largest economy, is lagging behind other European nations in embracing digital finance, but post-pandemic shifts and economic challenges are presenting diverse opportunities in this space. How can brands respond to the digital transformation?

What's driving digital finance in Germany?

Over the past few years, Germany has seen a burgeoning trend of local rappers creating and endorsing food products, illustrating how intertwined subcultures, music, and art are. How are these foodie collabs blending traditional and modern flavours and what’s the future of Germany’s food culture?

How local rappers are changing Germany’s culinary scene

Juergen Teller’s unapologetically DIY photography continues to spark controversy, with detractors dismissing his work as lazy or disrespectful. But with AI-generated imagery spreading overprocessed allure, Teller's raw and unvarnished photographs emerge as a potent antidote to the digital zeitgeist.

How Juergen Teller captures unvarnished authenticity

Innocean has partnered with the Robert Capa Contemporary Photography Center to plead for peace. Using war photography from the last century, the campaign uses images that could easily be mistaken as being from the present day – driving home the message that war has been contemporary for too long.

Capa vs War highlights the timelessness of war

Jil Sander, the sleek, sophisticated brand with a storied history, is often lauded for its minimalism, but its creative efforts demonstrate how luxury can be so much more than quiet. In doing so, it is attracting younger consumers who are looking to add individualism into the mix.

How Jil Sander’s anti-nostalgia approach taps Gen Zers

Research from Gallup has uncovered a gulf in political ideology among Gen Zers worldwide. With women trending towards liberal positions and men towards conservatism, there's a growing need for healthy political dialogue if the world is to become equitable – and there's a role for brands to play.

Poll reveals gendered political division among Gen Z

The fashion label’s Men's Paris Fashion Week collection was designed to provide commentary on the ongoing conflict in Palestine. As people expect brands to speak against systemic injustices, this collection highlights how brands can intertwine their expertise with equity to make a bold statement.

GmbH weaves call for ceasefire into new collection

What happens when an established fragrance manufacturer teams up with one of Germany’s most popular social media influencers to launch a premium perfume brand? Selling out within hours of launching, Orodion demonstrates the impact of digital channels on the niche perfume category.

How Orodion is bringing premium scents to connoisseurs

A survey has found that most Deutsche Bahn riders still prefer to purchase tickets at a station machine or counter. As Germany looks to transition towards contactless payments for transport, it’s crucial to ensure that it doesn’t come at the expense of people’s desire for flexibility and autonomy.

Germans are hesitant about mobile payments for trains

Demonstrations in Berlin have showcased grievances among agricultural workers about government action in supporting farmers during the cost of living crisis. Collective experiences of crisis and financial hardship are emboldening workers to demand change with trust in leadership waning.

Protests highlight dissatisfaction among German farmers

Tony is an eco-friendly clay cooler that keeps fruits and veggies fresh without electricity. Stylish and functional, Tony offers self-sufficiency amid energy crises and supply chain disruptions, symbolising a shift away from dependence on traditional infrastructures and a move to resource autonomy.

Tony clay pot cooler offers an off-grid fridge option 

One of Germany’s biggest multimedia companies recently announced that it would be cutting jobs, replacing some with AI technologies. How are Germans reacting to digital changes overall and what interest is there among Germans amid this shift toward an AI-supported workplace?

AI is coming for German news habits. What will change?

The global housing crisis is worsening, and in Germany, construction projects for homes are being cancelled at staggering rates, adding further complication to the issue. In response, COBOD and PERI have teamed up to produce affordable and quick-to-build 3D-printed apartment buildings.

3D-printing makes German homes more affordable

As the second-largest consumer of pink wine globally, the German market holds significant importance for rosé wine brands. With evolving consumer habits, how can businesses effectively seize the opportunities in this growing market as people opt for lighter drink offerings?

Why rosé wine is booming in Germany

For many queer people, fertility treatments and reproductive support is either costly, non-existent, or full of logistical hurdles. Vruit aims to make the insemination process easier by doubling as a sex toy that makes the reproduction process more intimate while giving autonomy to users.

Vruit offers intimate insemination for queer Germans

People’s perceptions of productivity have shifted. Capacities is a cloud-first platform that has captivated personal knowledge management users due to its structure, user interface, and interconnectivity, fulfilling a growing desire to optimise workflows and upskill all within the same space.

How Capacities boosts productivity via note-taking

German pizza brand Milano Vice works with professional kitchens to prepare and deliver pizzas directly to people’s homes, offering a novel concept for digital food delivery services – and one that is appealing to Gen Y and Z. What are the key learnings from its innovative approach to food delivery?

How Milano Vice is using tech to serve pizza lovers

Consumer interest in low- and no-alcohol beer and wine is on the rise in Germany – but who and what is driving this shift? As a nation with a renowned drinking culture, what opportunities could there be for brands as the ‘de-alcoholisation’ trend takes off across generations and demographics?

What’s behind Germany’s de-alcoholisation trend?

In Germany, men's uptake of vegan diets is considerably lower than women's. To increase adoption, 'vegan bro' influencers have curated impressive physiques to show how masculinity and veganism can co-exist. But with changing notions of masculinity, the aesthetic is losing its relevance.

Hyper-masculine messaging deters men from veganism

East German cola brand Vita Cola made record sales in 2022, establishing itself as a homegrown label that continues to grow in popularity in the hearts and minds of German consumers. What does the company’s success say about how a brand can successfully modernise for new audiences?

Vita Cola: identity-led cola for East Germans

Beauty brands are selling out to global conglomerates, yet independently-owned German beauty powerhouse Dr. Hauschka refuses to sell. The skincare brand is drawing on its history, heritage, and authority to disrupt the beauty sector, using the greatest power of all – authenticity.

Dr. Hauschka: harnessing intergenerational appeal

A lawsuit against Namilia’s reimagined Birkin bags as couture apparel for Berlin Fashion Week has led to widespread criticism against Hermés. Instead of litigious stifling, collaboration can help heritage brands engage Gen Z by feeling current and promoting innovation within the fashion industry.

Hermès lawsuit over Birkin miniskirt sparks backlash

When we think about soft drinks, we immediately go to the giants – Coca-cola and Pepsi. But there’s a new kid on the block making waves from Germany to all across Europe, keeping Gen Z consumers awake through its clever marketing, transparency of ingredients, and sustainable packaging.

Fritz-kola: keeping Gen Z eyes open, one drink at a time

Mililk is appealing to sustainability-minded Germans with its oat milk sheets to blend up at home. Designed to cut emissions and costs – and be convenient for home use – Mililk is blending convenience and sustainability at a time when straining budgets are being felt by almost everyone.

Mililk offers sustainable and convenient oat milk sheets

The influence of a new wave of DJs, promoters, and audiences—many too young to have engaged with club culture before the pandemic—is breathing fresh, Gen Z tones into Berlin’s established club scene. A new landscape of social media/activist awareness is helping to change the world of nightlife.

Berlin’s club scene is getting a post-pandemic revamp

A German and European football giant, Bayern Munich, has announced a partnership with Schwarz Group to make the club more environmentally friendly. As climate anxiety remains front of mind for many, people’s expectations of sustainability are extending to the sports teams they support.

Bayern Munich partnership embeds circular practices

Deutsche Telekom has launched a campaign to reveal the negative aspects of 'sharenting'. Sometimes brands shy away from the challenge of dealing with sensitive issues can be challenging, but if approached correctly, they can establish a genuine connection and help to trigger behavioural change.

Deutsche Telekom spotlights the dangers of 'sharenting'

Open Funk's puzzle-like kitchen blender is easy to put together and repair by anyone with access to the open-source file. The brand was developed in response to a growing demand for long-lasting products to combat e-waste and increasing expectations for corporate transparency.

Open Funk’s DIY blenders aim to tackle throwaway culture

How are Germans responding to the cost of living crisis? What’s helping them to relax? And how is the impact of the pandemic shaping attitudes to freedom? The 2023 Cultural Snapshot of Germany explores key behavioural shifts in this market and what they mean for businesses.

A Cultural Snapshot of Germany 2023

Heynannyly is a German start-up that's raised €1.6 million in seed funding to streamline how families care for kids and older relatives. With work-life balance a top priority, parents are increasingly looking to brands and their employers to help simplify domestic responsibilities.

Heynannyly helps German parents with work-life balance

Trade Republic has revolutionised mobile investing in Germany, offering a user-friendly app for trading stocks, ETFs, and cryptocurrencies. With a mobile-first approach, it caters to a young and tech-savvy base, redefining the financial industry and educating users as they invest.

Trade Republic: mobile-first investing for young Germans

EDEKA Kempken, the largest supermarket chain in Germany, has introduced the EEASY lid – an aluminium lid designed to assist those who struggle to open jars. With inclusion efforts gaining importance for businesses across industries, product design is a key area of focus to boost accessibility.

German grocery store debuts accessible jar lids

German Kitchen start-up LANCH taps into the creator economy by partnering with celebrities. By engaging its fan base in shaping the future of the brand, the company hopes to use the close relationships between creators and communities to stand out from the crowd and reach wider audiences. 

LANCH cultivates food fandom with influencer partners

A survey has found that the top health concern for people in Germany is the presence of microplastics in food, despite scientists saying they pose little risk to health. The findings demonstrate the need for clear communication on the topic so people can make informed everyday decisions.

Microplastics are a top health concern for Germans

Fortuna Dusseldorf has launched an initiative to strengthen the bond between club and city by making attendance to home games free for all. Taking an empathetic approach, the club hopes to make fans feel part of a community while offering a unique budget-friendly experience amid inflation.

Fortuna Dusseldorf generates support with free tickets

German fashion brand Armedangels has decided to drop any sustainable or eco-friendly claims from its marketing to be more transparent and avoid greenwashing. Appealing to modern eco-concerns, the campaign pushes for a 'less is more' approach to shopping that indicates self-awareness. 

Armedangels embraces honesty about sustainability

Puma’s 'Voices of a Re:Generation' programme embeds a global team of environmental influencers and activists at the heart of the brand’s sustainability agenda. Intended as a response to Gen Z’s environmental concerns, some might see the move as an attempt to avoid accusations of greenwashing.

Environmental activists lead Puma’s sustainability push

Oscar-nominated director Darius Marder has made a short film based on TENA's research, illuminating that many who care for loved ones don't identify as carers – often causing them to feel lonely and lost. An ageing society is changing life trajectories, redefining what it means to get older.

TENA highlights the plight of carers in #NoLoveLikeIt

Deutsche Bahn's flat-fee transport ticket has become an instant hit among budget-conscious Germans. As fuel prices rise due to inflation and the continental energy crisis, many people are seeking cost-effective ways to get around without compromising their strained budgets.

Flat-fee ticket entices budget-conscious Germans

FC Schalke 04 has launched its Zukunftsschmiede 04 initiative to drive long-term sustainability through cross-industry collaboration. People's expectations for brands to act on social and environmental issues are extending to the teams they support, meaning clubs also face scepticism around efforts.

FC Schalke 04 adopts long-term sustainability strategy

Marks & Spencer has been named the ‘most improved’ retailer by BNP Paribas due to increased satisfaction with the quality and price of its products. Economic uncertainty has made many people prioritise quality at an affordable price when weighing up which goods and brands to buy.




M&S boosts appeal with affordable quality and durability

Research suggests that young people are shunning traditional forms of authority and forging their own paths to combat feelings of instability. Higher education is increasingly being seen as unnecessary, and Gen Zers are turning to freelance roles for control over their own schedule and careers.

Gen Z shuns college and traditional career paths

The German capital is allowing everyone to swim topless in public pools to improve gender equality and revive its long-established 'free body culture'. The progressive law on women's swimwear demonstrates how gender expectations are gradually becoming more fluid and boundaries are being questioned.

Berlin public pools allow topless swimming for all

A study released by the Pew Research Center explored how young people across four nations want their countries to engage with the world, noting that while Gen Zers share certain values that previous generations do not, some clear divisions are developing within this cohort.

Not all young people agree on how to engage globally

German airline Lufthansa's 'green fares' were designed to appeal to eco-conscious travellers, but the initiative has been poorly received. People are increasingly able to identify greenwashed campaigns that claim to tackle climate change but fail to deliver substantial change.

Lufthansa's 'green fares' called out as greenwashing 

German edtech company Knowunity has raised €9 million Series A extension – allowing the company to expand the reach of its creator economy learning app. However, the monetary incentive of using the app could stoke parental concerns around extensive screen time – even if educational in nature.

Knowunity takes a scholarly approach to social media

Porsche is appealing to Gen Z gaming passions through a partnership with FaZe Clan, as the luxury brand seeks to establish itself among younger audiences. Through niche partnerships and an understanding of the importance of digital identity, brands can emphasize their own personality and relevance. 

Porsche x FaZe Clan targets Gen Z with gaming offerings

Reusable cups have been made mandatory across football stadiums in Germany's top divisions. As football's relationship with the climate grows increasingly uneasy, German clubs are boosting their sustainability efforts, showing how some clubs are leading by example and how others could follow suit.

Germany