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Google abandons plans to phase out 3rd party cookies

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Google abandons plans to phase out 3rd party cookies

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The industry isn't ready to move away from tracking, showing a shift in how we view privacy | Shows dependence on user-level tracking to drive marketing and advertising decisions

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Google Chrome won’t phase out third-party cookies after all

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Third-party cookies are here to stay on Google Chrome.

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AI Energy Demands Will Reshape Global Power and Policy

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AI Energy Demands Will Reshape Global Power and Policy

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AI models like ChatGPT, Sora, and image generators need massive amounts of electricity. As demand grows, countries will start competing not just in tech but in energy policy. Nations with cleaner, stable energy like Canada with its mix of nuclear, hydro, and natural gas may lead AI infrastructure growth. This could also spark new global tensions around access to clean power and emissions limits tied to digital tools.

Impacts:

Energy policy may influence where companies host their data and run AI-powered campaigns. Brands could be judged by the carbon footprint of their tech, not just their product. Marketing strategies may start to highlight clean infrastructure as part of their brand story, especially in climate-conscious markets like Canada and Europe.

Evidence:

https://www.nytimes.com/2024/07/11/climate/artificial-intelligence-energy-usage.html

https://www.theglobeandmail.com/business/adv/article-canadas-energy-future-diversification-is-key-to-independence/

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The soaring electricity demands of data centers and A.I. are straining the grid in some areas, pushing up emissions and slowing the energy transition.

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AI tools in marketing use a lot of energy. Now, some companies are trying to make them more eco-friendly. They’re building systems that use less power or run at times when energy use is lower. In Canada, this connects to how businesses are trying to lower their carbon footprint and hit their sustainability goals.

Impacts:

Marketers may need to think about how green their tools are, not just how well they work. Showing that digital campaigns are low-impact could help with brand image.
Customers and clients might start asking about the environmental impact of ads, just like they do with packaging or shipping.

Evidence:

https://www.cbc.ca/news/canada/british-columbia/bell-ai-new-data-centres-bc-1.7546516

https://research.google/blog/good-news-about-the-carbon-footprint-of-machine-learning-training/

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Bell Canada to launch 6 AI data centres in B.C. | CBC News

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The first two artificial intelligence data centres are set to be opened in Kamloops and Merritt, B.C., this year.

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Description: Brain-computer interfaces (BCIs) like Neuralink's N1 and Synchron’s systems enable users to interact with devices through neural signals.
Implications: Brands may eventually deliver experiences directly through neural channels, e.g., thought-triggered reminders or mood-activated messaging. BCIs and minimally invasive systems, represent a growing signal in human-technology convergence, enabling users to control digital environments through thought alone. In the near term, marketers may use BCIs to create novel, inclusive brand experiences—such as thought-controlled navigation for immersive mixed reality or emotionally adaptive content that responds to a user’s neural engagement. These early-stage applications not only elevate brand innovation but also enable more personalized, hands-free interactions for consumers with accessibility needs.

Marketing Impact: Over the long term, BCIs could transform marketing from persuasion to neural co-creation. Brands may one day deliver neuro-personalized advertising that adapts to a user’s real-time emotional or cognitive state, create memory-enhanced experiences tied to nostalgia or life milestones, and design products via subconscious preference signals. As neural data becomes part of the consumer journey, marketing will shift toward emotion-responsive content, identity-enhancing brand moments, and even thought-activated purchasing—redefining what it means to engage, influence, and serve the human mind. Creative standards will need to consider neural stimuli; ethical consent frameworks become critical. Campaigns may evolve toward subconscious brand engagement.
Evidence:

Neuralink implanted its first human candidate in 2024, with ongoing trials restoring abilities to individuals with paralysis

The BCI market is projected to grow from $2.2B in 2025 to $8.7B by 2033 ft.com+2biopharmatrend.com+2envirotecmagazine.com+2

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Real-time Sentiment Based Dynamic Pricing

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Real-time Sentiment Based Dynamic Pricing

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Description: Advanced AI systems monitor social sentiment and customer feedback in real-time to adjust prices dynamically.
Implications: Pricing becomes emotionally responsive—charging more when demand or sentiment is positive, and offering discounts during downturns or negative sentiment. Emotionally responsive pricing benefits brands by allowing them to optimize revenue during periods of high consumer demand or positive sentiment, while also enabling timely discounts during downturns—improving inventory management and deepening emotional engagement. For consumers, this approach can create a sense of timely, personalized value, especially when discounts are offered during emotionally challenging moments, making them feel seen and supported. When implemented transparently and ethically, it enhances brand trust and creates a more responsive, human-centered pricing experience.
Marketing Impact: Campaigns will integrate pricing strategies with sentiment triggers; marketers must collaborate with pricing analytics teams and build in consumer transparency to manage perception risk.
Evidence:

Shopify reports that merchants use predictive dynamic pricing models to set real-time prices based on behavior and market conditions arxiv.org+13shopify.com+13retailed.io+13shopify.com

Retailers can change prices thousands of times per month, demonstrating technical readiness for sentiment-linked pricing

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Permission Based Marketplaces | Consumer Data Vaults

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Permission Based Marketplaces | Consumer Data Vaults

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Description: Consumers own, control and selectively sell parts of their data. Brands and Marketers will bid for access to that data in exchange for value or monetary purposes. Platforms like Solid/Inrupt allow individuals to own and control personal data via encrypted “pods.”
Implications: Brands must request permission and negotiate access, shifting consumer power and enabling direct data monetization.
Marketing Impact: Data ecosystems shift from programmatic targeting to value-for-data models, prioritizing trust and transparency.
Evidence:

Solid empowers users with full ownership and control of their data, a project initiated by Tim Berners-Lee forum.solidproject.org+7medium.com+7en.wikipedia.org+7

Inrupt (built on Solid) has raised $30M in funding and has seen developer adoption through multiple enterprise use cases inrupt.com+3axios.com+3inrupt.com+3

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NIL's Influencer Marketing with College Athletes 

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NIL's Influencer Marketing with College Athletes 

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Trend

Collegiate athletes have won the right to their likeness, allowing them to receive profit from their atheltic endeavors during their college years. The legal outcome has taken influencer marketing to the next level due to their popularity and reach with them being born during the social media age and advanced technology.

Impact and Implications

NIL deals are also more budget friendly for Marketers, with less outside interference from agents, etc., then professional athletes. Their demographic is generally tech savvy and produces more organic content and has greater reach from fans due to their athlete accolades which are recorded and/or televised, which gives them an advantage to previous influencers. One of the marketing watchouts will be navigating state law of the school, the NCAA, and what happens if the athlete progresses to the professional level.

Evidenece

With $2.7 billion settlement, college sports' big money era is officially here : NPR

How college athletes will be paid after House v. NCAA settlement: NIL changes, enforcement, contracts and more - CBSSports.com

NIL Has Changed Influencer Marketing, And Brands Need To Catch Up

FAQ on Name, Image, and Likeness (NIL) Marketing

NIL and Influencer Marketing for Brands | HypeAuditor

What is NIL, how has it changed college sports and why are schools under investigation? - The Athletic

Frieser Legal

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College Athletes & The NIL: A New Marketing Frontier

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NIL rules are reshaping collegiate athletics, shifting power away from the broadcasters. It’s time to take a look at the shifting landscape’s implications for investors.

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Trend

Organizations across the public and private sectors are removing and renaming DEI programs in response to poitical and social pressures, risking social and economic backlash, which many say represents a return to the pre-civil rights era. Propagandist have sought to rebrand DEI as unqualified and discriminatory.

Impact and Implication

The growing Anti-DEI (against Women, Minorities, Veterans, LBGTQ) backlash has directly impacted the lens that multicultural marketing is viewed from, with Marketers avoiding perceived "DEI" campaigns to prevent brand and company backlash. As the propaganda wave against DEI continues with companies and brands being boycotted or sued for their DEI practices, Marketing creativity will be stifled and have less of an affinity focus undervaluing and minimize marketers ability to reach diverse consumers, creating more fragmenting marketplaces with less opportunities for all.

Evidence

Fearless Fund drops grant program for Black women business owners in lawsuit settlement | AP News

McKinsey Will ‘Boldy Pursue’ DEI in Face of Storm | Sustainability Magazine

The Black Dollar Speaks: Target Admits DEI Rollback Resulted In ‘Challenging' Q1 Sales

Costco shareholders reject an anti-DEI measure, after Walmart and others end diversity programs - CBS News

Harvard Rebrands Their DEI Office “Community & Campus Life” In Latest Move To Evolve

DEI and Multicultural Marketing: Where Do We Go From Here? – HispanicAd.com

Multicultural Marketing Isn’t DEI—But It Still Owes It a Lot | LinkedIn

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Across the country, conservative legislators have begun to target diversity programs in state agencies, schools and private companies.

At least 10 states have implemented restrictions on diversity, equity and inclusion, or DEI: Alabama, Florida, Idaho, Indiana, North Carolina, North Dakota, Tennessee, Texas, Utah and Wyoming.

Some of these policies ban state funds from being used for diversity-based programs, activities, and offices on college campuses, as seen in Alabama. Some states, like Texas, ban diversity offices at universities altogether. Florida's law also targets diversity training or programs in private workplaces.

Legislators in at least 19 other states have proposed similar restrictions, although several efforts have failed to pass or were vetoed.

States across the country are restricting diversity efforts.

DEI, as defined by professionals in the field, is intended to correct inequities within an organization. This could include implementing accessibility measures for people with disabilities, correcting discriminatory hiring practices, addressing gender and racial pay inequities, anti-bias training and more.

DEI practices have their roots in the anti-discrimination legislative movement of the 1960s, when the Civil Rights Act and Age Discrimination in Employment Act were born, according to past interviews with DEI professionals.

Though every DEI program may be different, professionals say they are aimed at addressing exclusionary practices concerning race, age, gender, sexual orientation, veteran status, disability, economic class and more.

Anti-DEI efforts spark debate

The recent wave of efforts to target diversity programs seemingly began after the Supreme Court set new limits on affirmative action, a policy that allowed higher education institutions to use race as one factor among many in student admissions to address historical inequalities.

Supporters of legislation against diversity programs claim they promote "radical indoctrination that promotes division in our society," Florida Commissioner of Education Manny Diaz, Jr. suggests.

"My administration has and will continue to value Alabama's rich diversity. However, I refuse to allow a few bad actors on college campuses - or wherever else for that matter - to go under the acronym of DEI, using taxpayer funds, to push their liberal political movement counter to what the majority of Alabamians believe," said Alabama Gov. Kay Ivey when signing an anti-DEI bill in March.

Critics of anti-DEI legislation, including national and state teachers unions and free speech advocacy groups, likened these laws to censorship and say they will halt progress addressing inequality.

"This is all about silencing students," United Faculty of Florida union's president Andrew Gothard said in an interview with local news outlet WLRN. "It's about silencing faculty. It's about withholding funding from individuals who have beliefs, speak ideas, or take actions that would disagree with the politics of elected leaders."

Education Secretary Miguel Cardona called legislation targeting DEI "very deliberate attempts to seek division in our schools," in a recent roundtable, according to the National Education Association, the largest labor union in the United States.

In this March 7, 2023 file photo, Alabama Gov. Kay Ivey delivers her State of the State address in Montgomery, Ala.

Impact of anti-DEI legislation

Since anti-DEI policies have been implemented, some universities - including the University of Texas, the University of Florida and the University of North Florida - have disbanded offices and programming related to diversity.

The University of Texas discontinued programs and activities within the Division of Campus and Community Engagement and laid off employees in DEI-related positions.

The office said it integrated "access and belonging into the University's core mission" and connected "intellectual resources to communities across Texas and offer education to those who may face the most significant challenges in accessing it."

As a result, longstanding UT programs such as "New Black Student Weekend, Adelante, CultivAsian...Latino Leadership Council, Native American and Indigenous Collective, [and] Students for Equity and Diversity," all have been shuttered, reported the Texas Observer this week.

Earlier this year, the University of North Florida closed its Office of Diversity and Inclusion, including the women's, interfaith, intercultural, and LGBTQ centers, to comply with restrictions, according to local news reports.

The University of Florida also eliminated all diversity, equity, and inclusion (DEI) positions at the university to comply with recent Board of Governors restrictions.

These changes have come amid ongoing scrutiny against higher education institutions and diversity.

Social inequities have long impacted access to higher education for students of color, poor students, and other marginalized groups - such as economic inequality, segregation and academic inequity in K-12 schools. This has led to the continued underrepresentation of these groups in four-year institutions.

"DEI programs recruit and retain BIPOC, LGBTQ+, and other underrepresented faculty and students to repair decades of discriminatory policies and practices that excluded them from higher education," said the ACLU in a statement on anti-DEI laws. "The far right, however, claims that DEI programs universally promote undeserving people who only advance because they check a box."

The NEA has said that schools across the country are shuttering access to information and resources geared toward marginalized groups because of the restrictions.

The group also has said teachers are self-censoring their classrooms when it comes to social or political topics in the classroom because of legislative restrictions on discussions on race, gender and sexual orientation.

They've cited concerns over losing their job or lawsuits from angry parents.

This kind of legislation's ability to hold up in court remains unclear.

Judges have blocked Florida Gov. Ron DeSantis' "Stop WOKE" Act in Florida from restricting race-related training or programs in the workplace and higher education, arguing that the law's restrictions are unenforceable and violate the First Amendment.

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Across the country, conservative legislators have begun to target diversity, equity and inclusion programs, or DEI, in state agencies, schools and private companies.

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AR/VR and fully interactive shopping content could evolve from novelty to mainstream in e-commerce and fashion.

Opportunity: Brands will need to create immersive content strategies and rethink the entire customer journey around interactivity. Budget allocations will shift to AR/VR content production, 3D asset creation, and conversational design.

https://www.forbes.com/sites/bernardmarr/2023/10/13/the-10-biggest-ar-vr-and-immersive-internet-trends-in-2024/?ctpv=searchpage

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The 10 Biggest AR, VR And Immersive Internet Trends In 2024
Adobe Stock

The term "immersive internet" refers to what I believe will be the next stage in the evolution of the online environment. It's about moving beyond flat web pages, images and videos to create experiences that are more engaging, as well as conducive to shared interaction and collaboration. It will include technologies such as augmented reality (AR and virtual reality (VR).

Am I talking about the metaverse? Well, you can call it that if you want. Personally, I'm not a big fan of the term, which has become hugely hyped and laden with a great many connotations.

It's a fact, though, that the internet is constantly changing - from static web pages to the social web and the mobile web. As it evolves, I believe the emphasis will be on immersive experiences that enable users to interact and engage with each other in far richer ways. When you cut through the corporate hype, I think this is what people really mean when they talk about the metaverse, anyway. But I believe the term "immersive internet" will become more common.

With that in mind, here are some of the stepping stones we will hop across in 2024 as we head towards that future.

Generative AI

The biggest technology sensation of 2023 (and no doubt beyond) has many applications that align with the immersive, engaging online experiences that will be created in 2024. An obvious use case is producing the environments, artwork and other assets that make up digital worlds. Mark Zuckerberg himself has said he sees the potential for reducing the time it takes designers to build 3D environments. Another is creating people and characters to populate the worlds - from customer service chatbots to realistic characters in entertainment-oriented experiences that will talk to you as if they are human. Work done to incorporate realistic, talking characters into existing video game virtual worlds is an indicator of where this could be heading.

Multi-Sensory Technology

Immersive online experiences can engage users through headset-mounted screens and speakers, but for the feeling of really being there, nothing beats being able to reach out and touch the world around you. Device manufacturers are working on haptic gloves that provide sensations of weight or pressure to convince the user they are manipulating objects in the world around them. Others are working on devices that fill in for other missing senses, like smell, by wafting scented vapors through a mask. Full-body suits are being prototyped and brought to market, too, and we can expect more progress in this area throughout 2024 as manufacturers create devices that enhance the sensation of immersion in digital worlds.

Mixed Reality - AR And VR Convergence

Virtual reality (VR) and augmented reality (AR) are distinct technologies with a huge part to play in building the immersive internet. Put together, though, they have even more potential. For example, think of a live concert that also has a digital twin running in parallel as a virtual event. The virtual audience might enjoy the show via VR headsets, while in-person attendees could put on AR glasses and see the virtual attendees standing in the audience alongside them. This convergence of immersive technology to create blended mixed-reality environments where the barriers between the real and the digital are blurred will become increasingly common.

More Powerful, Versatile Or Lighter Devices

This year, we saw the release of the Meta Quest 3 and Meta Quest Pro the as well as the launch of Apple's flagship VR device at a price point that positions it as a tool for creatives or a toy for the very well-off. Next year will potentially see Apple's AR glasses. Some, such as the Apple Glasses, will attempt to offer new experiences, while others, like Meta Quest Pro will aim for a more high-end, refined experience. Others will focus on lightness and simplicity in recognition of the fact that many people still find the size and weight of current headsets to be a barrier to adoption.

Immersive Training And Education

Outside of gaming and entertainment, the most common applications of VR and AR technology are in training. According to businesses surveyed by PWC in 2022, VR trainees absorb knowledge four times more quickly than classroom learners and are 275 percent more confident when it comes to applying skills they learned in training in the real world. Enterprise companies are leading the way in creating immersive virtual learning environments and training programs, and in 2024, we will continue to see growth in platforms enabling smaller organizations to get involved in this trend, too.

Immersive Retail

Many brands now use augmented reality to let us virtually try on glasses, clothes, or to see how goods such as furniture and paint will look in our own environment. As interfaces and user experiences become more streamlined in 2024, we can expect to see more refined and feature-rich mixed reality retail experiences emerging. Simultaneously, offline stores are incorporating elements of online retail into their in-store experience, attempting to merge the flexibility and convenience of online shopping with the bricks 'n' mortar environment.

Collaborative Working

Online platforms enabling teams to collaborate and work together remotely will become more immersive and useful in 2024. Remote and distributed working is more popular than ever, but there are still aspects of face-to-face communications that are hard to replicate. As a result, collaborative mixed reality working tools will increasingly harness VR and AR to capture and express the more subtle aspects of interaction that translate poorly to video calls.

Immersive Customer Experience

This trend is all about generating more immersion and engagement at every step of the customer journey. From the time we start looking at marketing material and deciding to make a purchase to taking delivery of, using and interacting with support and after-sales services. With the rollout of the immersive internet, we will see VR and AR more frequently becoming a part of the marketing and sales process and brands investing in building virtual environments where they can interact with buyers to help solve their problems, encouraging them to make the leap from being customers to being lifelong fans.

Sex And The Immersive Internet

It's well documented that pornography and cybersex were among the prominent drivers of the adoption and commercialization of the internet. So, it would be naïve to think they will be less popular in a more immersive, experiential internet. After all, the immersive internet will be built on the principle of allowing more intimate interactions. VR porn has been available for years, but immersive online spaces also have the potential to enable couples who are separated by distance or people with disabilities that limit their activities in the physical world to experiment and develop sexual relationships.

Online Safety

The internet as it exists today can often be a hostile, discriminatory and unsafe space. So there's no reason to think a more immersive internet, where interactions seem more real, will be any safer. This means careful thought has to be put into procedures and guardrails that mitigate the potential for harm. Today, children in school are taught about online dangers and to avoid hazards such as cyberbullying or misinformation. Developing strategies for applying this safeguarding behavior to the more immersive and realistic online environments of tomorrow will increasingly form part of the debate in 2024.

You can read more about future tech and business trends in my books, The Future Internet: How the Metaverse, Web 3.0, and Blockchain Will Transform Business and Society, Future Skills: The 20 Skills And Competencies Everyone Needs To Succeed In A Digital World and Business Trends in Practice, which won the 2022 Business Book of the Year award.And don't forget to subscribe to my newsletter and follow me on X (Twitter), LinkedIn, and YouTube for more on the future trends in business and technology.

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The 10 Biggest AR, VR And Immersive Internet Trends In 2024

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Dive into the future of the 'immersive internet' in 2024, exploring groundbreaking advancements from generative AI in digital worlds to the convergence of AR and VR.

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Economic stagnation and geopolitical risks could drive scrutiny on marketing ROI. Brands will shift toward performance marketing and measurable outcomes. Experimentation and brand-building budgets may be harder to justify without proof of impact.

Expect CFOs to be more involved in marketing decisions, forcing CMOs to adopt financial accountability and more data-driven marketing practices.

https://www.wsj.com/articles/ad-forecaster-cuts-industry-outlook-as-trade-upheaval-risks-five-year-chilling-effect-ebf4e833

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Shift from personalisation to "one of a kind" when it comes to luxury

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Shift from personalisation to "one of a kind" when it comes to luxury

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For years, the luxury market, especially in fashion, was governed by traditional players; today, this has changed. We see smaller in scale but highly valued players emerge. And, why is this the case? because of 2 things: 1. Digital storytelling, and 2. Proving the rarity of the craft.

We have moved from personalisation and entered into a one-of-a-kind find for you era.

The new-age luxury brands are reaching success faster than their inspirations.

What does this mean for brands?

Convey hard work and the rarity of your product more than customisation. It's about why owning this can make you different or belong to a tribe, rather than the fact that this is made for you.

Evidence:

https://www.harpersbazaar.com/uk/fashion/a41736161/how-to-be-successful-luxury-brand/

Rise of influencer brands and nano and micro communities - https://www.ey.com/en_in/insights/media-entertainment/how-influencer-marketing-is-impacting-brands-in-india

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Power of Storytelling for Luxury Brands - ET BrandEquity

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Marketing: Storytelling is an age-old yet extremely powerful tool to captivate consumers, cultivate lasting relationships with them and ultimately drive sales. By conveying stories around brand history, founders, designers, famous clients and products, brands become more than only an assortment of goods or services. Through storytelling, luxury brands engage, spur emotions, and become larger-than-life experience for its customers. Storytelling improves brand performance by increasing customer retention and loyalty.

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In recent years, there’s been a major shift in how funders support nonprofits. More foundations are moving away from tightly restricted grants and adopting trust-based philanthropy. This model gives nonprofits more freedom, flexibility, and the ability to focus on real impact rather than paperwork.

This approach is gaining momentum by prioritizing unrestricted, multi-year funding, lighter reporting requirements, and reciprocal relationships. It’s launched and shaped by initiatives like the Trust-Based Philanthropy Project and supported by dozens of major funders.

Why it matters to marketing:
With less time spent on project-specific paperwork, marketing teams can focus on richer storytelling, highlighting authentic impact rather than just metrics. Multi-year grants also allow for strategic, long-term campaigns that deepen engagement and trust with supporters.

What the data says:

A 2024 survey by the Trust-Based Philanthropy Project reported that a majority of funders have adopted or plan to adopt trust-based practices like multi-year unrestricted grants, simplified applications, and streamlined reporting

Over 70 funders have publicly signed on to “move in solidarity with nonprofits” through trust-based funding commitments in 2025

The National Center for Family Philanthropy and other studies show that unrestricted funding helps programs grow. It also improves adaptability and aligns with the mission.

Sources:

https://www.trustbasedphilanthropy.org/tools-resources/2024-grantmaker-survey?utm_source=chatgpt.com

https://www.geofunders.org/news/meet-the-moment-a-call-to-action-for-philanthropy-in-2025-and-beyond/?utm_source=chatgpt.com

https://www.ncfp.org/2025/03/04/trust-based-capital-endowments-as-a-strategy-to-support-social-justice-organizations/?utm_source=chatgpt.com

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Insights From Our 2024 Grantmaker Survey — Trust-Based Philanthropy

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Our analysis of how funders are understanding, operationalizing, and grappling with trust-based philanthropy, what changes they have made and sustained since 2020, and what obstacles they may be facing. Based on 2024 survey data from 573 grantmakers.

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The term "Global South" is commonly used to refer to ASEAN and BRICS countries. The prominence of the Global South as an emergent powerhouse has been discussed for some time now. However, as the money flow and power dynamics have shifted, the Global South has arrived.

What does this mean as a signal?

of the world. It wont just be about watching Indian movies or Indonesian holidays, it would be about adapting certain best practices. If we go back to 80s and 90s, Global South adapted a lot from western world, it's time the tables have turned.

Potential Impact:

1. We will see the adaptation of wellness practices from the Global South at a higher pace. This will create a market for niche wellness services and authentic experiences.

2. Changing eating habits, people are going to be looking out for non-native pulses and protein sources.

3. Philosophical shifts will encourage lifestyle changes. A slower pace of things can take centre stage

Evidence:

Jake Dryan is a UK-based chef and content creator known for exploring regional Indian vegetarian cuisine with authenticity and respect. Through viral reels and his "Indian State Series," he brings lesser-known Indian dishes to a global audience.

https://www.instagram.com/plantfuture/?hl=en

The UK-India Free Trade Agreement could boost India’s role as a key economic voice for the Global South, shaping fairer trade norms. It may also shift investment and supply chains, impacting other developing economies. A stronger India could either compete with or uplift fellow Global South nations through deeper South-South cooperation.

https://www.ey.com/en_in/technical/alerts-hub/2025/05/uk-india-free-trade-agreement

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In a Multipolar World, the Global South Finds Its Moment

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As the Western-led order frays, the Global South is rising to craft its own economic and diplomatic path in a multipolar world.

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Supply chain disruptions are becoming more common and the reasons for them are varied from political to environmental. At the same time, automation is disrupting the shipping industry. With the huge amount of change happening in this sector, increased energy demand and the growing climate crisis, how marketers source products and services is going to change.

Impact:

Many, if not nearly all, marketers buy products and services from outside their region. Retail, promotional products, digital services, etc. are all subject to energy costs. By sourcing more locally, energy costs can be reduced and marketing can have a positive impact. In turn, it can also make supply chains more resilient and reliable, allowing for greater certainty in planning for the future.

Evidence:

https://pmc.ncbi.nlm.nih.gov/articles/PMC10670132/

https://engineeringmastersonline.rutgers.edu/articles/key-strategies-for-achieving-sustainable-supply-chains/

https://www.iea.org/energy-system/buildings/data-centres-and-data-transmission-networks

https://www.iea.org/news/growth-in-global-energy-demand-surged-in-2024-to-almost-twice-its-recent-average

https://www.maersk.com/insights/growth/2024/06/03/the-importance-of-local-and-strategic-sourcing

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Nurturing Sustainability and Health: Exploring the Role of Short Supply Chains in the Evolution of Food Systems—The Case of Poland

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Over the last few decades, short food supply chains and local food markets, where farmers either sell their products directly to consumers or use a limited number of intermediaries, have developed worldwide in rural and urban areas. They complement…

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Completely committing to your brand's mission

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Completely committing to your brand's mission

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Patagonia is a mission-driven brand despite being a retailer. And their mission isn't to sell more clothes, it is to be good to our planet.

Impact:

At a time when Google's old mission of "do no evil" seems like ancient history and more recently Target's huge shift in values resulted in significant customer loss, it feels like there is a shift happening. Patagonia is a near perfect example of being mission first.

Even when a single decision sounds like a horrible business move, Patagonia will make it if it is the right thing for their mission.

In the long run this looks like a strategy that can pay off, especially for large, established companies. Customers are considering more that dollars when shopping. A good deal/value is becoming more than a financial decision.

For marketers, this means we have a greater responsibility in fighting to stay true to mission. We need to be able to show long term value, especially when pushing back against short term gains.

Evidence:

https://business.wisc.edu/news/mission-oriented-leadership-the-benefits-the-challenges-and-the-questions-to-ask/

https://www.forbes.com/sites/brentgleeson/2024/09/18/4-reasons-purpose-driven-companies-outperform-the-competition/

https://medium.com/micro-doses-of-marketing-leadership-and-business/mission-driven-companies-are-more-successful-period-d92d09b3e42e

https://ssir.org/articles/entry/governance_the_secret_to_mission_driven_business_success

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Is this the king of cliches? | Alex M H Smith

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Is this the king of cliches? After Apple and Nike, probably yes. But damn, these things are cliches for a reason. And in Patagonia's case, it's not the reason you'd think. Come with me to discover what really makes them special... Curious about what Other companies' strategy is more than just a cliché? Get more insights like this for free in my newsletter, The Hidden Path.
You will also receive two essential gifts: - The Ultimate Strategy Doc Template - The No BS Strategy Toolkit Here's the link: https://lnkd.in/eUHhESi | 41 comments on LinkedIn

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Frontiers | Decoding Gen Z: AI’s influence on brand trust and purchasing behavior.                    

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Decoding Gen Z: AI's influence on brand trust and purchasing behavior

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Decoding Gen Z: AI's influence on brand trust and purchasing behavior

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AI is reshaping marketing strategies, particularly in relation to Generation Z consumers. There's an expectation with this audience that AI is being utilized and also a need for transparency in usage and balancing the use with ways to create a more authentic connection.

Why it matters: Impact of AI on Brand Authenticity

1. Erosion of Human Connection

AI's ability to automate customer interactions and content creation can lead to a perceived loss of the human touch in brand communications. Consumers may feel disconnected if they sense that interactions are driven by algorithms rather than genuine human engagement. This is about relevancy and personalized.

2. Data Privacy Concerns

The extensive data collection required for AI-driven personalization raises significant privacy issues. Brands must navigate consumer apprehensions about data security and ensure transparency in how personal information is used to maintain trust.

3. Risk of 'AI Washing'

Some companies may overstate their use of AI, a practice known as "AI washing." This can mislead consumers and damage brand credibility when the actual application of AI is minimal or non-existent.

What to consider:

1. AI-Driven Personalization Enhances Brand Trust

AI enables brands to deliver highly personalized experiences by analyzing consumer data and predicting preferences. This personalization fosters a sense of understanding and relevance, which is crucial for building trust with Gen Z consumers who value authenticity and tailored interactions.

2. Transparency in AI Usage is Essential

While AI can enhance personalization, it is vital for brands to be transparent about how they use AI in their marketing strategies. Gen Z consumers are increasingly aware of data privacy issues and may distrust brands that do not disclose their AI practices. Clear communication about AI's role can mitigate concerns and strengthen consumer trust.

3. Ethical AI Practices Influence Purchasing Decisions

Ethical considerations in AI applications, such as fairness and accountability, play a significant role in shaping Gen Z's purchasing behavior. Brands that prioritize ethical AI practices are more likely to gain the loyalty of this demographic, who are inclined to support companies that align with their values.

4.Brands must align AI-driven personalization with their core values to appear authentic to Gen Z consumers.

While AI can effectively tailor content and experiences, everyone is using it and it can become a blur of information. Finding ways to lean into values and craft something unique is going to be critical.

5. Authenticity comes from consistency between a brand’s actions, values, and communications. Gen Z is particularly skilled at detecting inauthenticity so when brands use AI, it must enhance, not obscure, their genuine identity. Transparency about how AI is used, coupled with clear ethical standards, strengthens this sense of authenticity and builds long-term trust.

Examples where it's gone wrong:

1. McDonalds Drive Through Voice AI https://www.today.com/food/news/mcdonalds-ends-ai-drive-thru-ordering-rcna157514

2. Snapchat’s AI Chatbot (My AI) Backlash https://www.techradar.com/news/the-ai-backlash-begins-snapchat-fans-revolt-against-chatgpt-powered-bot

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Frontiers | Decoding Gen Z: AI’s influence on brand trust and purchasing behavior

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This study focuses on the role of AI in shaping Generation Z’s consumer behaviors across fashion, technology, beauty, and education sectors. Analyzing respon…

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From traditional search ads to many forms of shopping ads

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From traditional search ads to many forms of shopping ads

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The landscape is shifting away from traditional search ads to a more integrated experience such as shopping ads. These shopping ads are usually more contextual, interactive, and visually appealing, creating a better experience for consumers and directly driving sales.

Implications:

Search ads are not dead, but shrinking its place among all the feed-based and visually appealing shopping ads.

Ecommerce brands need to be thinking about adapting and diversifying their strategies fast, or they risk falling behind.

Evidence:

https://www.retailbrew.com/stories/2025/06/04/shopping-ads-are-becoming-a-big-deal-on-reddit

https://www.socialmediatoday.com/news/tiktok-smart-plus-ecommerce-in-stream-sales-services/743513/

https://www.shopify.com/blog/shoppable-ads

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The decline of ecommerce search ads: Are shopping campaigns to blame?

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Traditional search ads are losing ground as Google doubles down on Shopping. Adjust your ecommerce advertising strategy before it’s too late.

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AI-powered voice assistants like Siri, Alexa, and Google Assistant are changing the way people search, shop, and interact with brands. More than just a tech trend, voice AI is becoming a regular part of daily life, offering convenience, speed, and a new way for businesses to connect with consumers.

We’re seeing signs of this shift everywhere. From the rise in voice search queries to the growth of voice-enabled shopping experiences and branded voice interactions. Businesses are also starting to use voice assistants in customer service, helping to reduce wait times and improve response quality.

Impacts:
How might marketers rethink search strategies, content creation, and customer experience to meet growing demand for voice-first interactions? And how can brands show up in voice ecosystems in ways that feel helpful, human, and on-brand?

In the U.S., 154.3 million people are expected to use voice assistants by 2025, and that number is projected to grow to over 170 million by 2028 (eMarketer). In customer service, AI voice agents like “Eva” now handle hundreds of calls a day, speeding up response times by up to 75% and improving customer satisfaction (Business Insider, 2025). Voice commerce is also expected to surge, with estimates suggesting it could exceed $30 billion by 2030.

Evidence:
https://www.emarketer.com/learningcenter/guides/voice-assistants/
https://www.businessinsider.com/voice-ai-healthcare-admin-loneliness-companionship-2025-6

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Voice assistants have been part of the tech landscape since Siri's debut in 2011, promising to revolutionize device interaction. While they saw rapid adoption in the 2010s, their transformative potential hasn't fully materialized. Recent years have shifted focus from expansion to improving existing capabilities. The rise of generative AI (genAI), sparked by ChatGPT's launch in 2022, has overshadowed voice assistants. However, this technology is now being integrated into voice platforms, potentially reinvigorating the field and raising user expectations for more sophisticated, context-aware interactions.

A voice assistant is intelligent software that responds to voice commands and runs on various devices like smartphones, speakers, computers, tablets, wearables, gaming consoles, TVs, VR headsets, cars, and internet of things devices. Examples include Amazon's Alexa, Apple's Siri, Google Assistant, and Microsoft's Cortana.

Voice assistants use AI natural language processing and machine learning to interpret human speech and respond in a human-like voice. Recent advancements in generative AI have improved their ability to understand context, generate natural responses, and perform complex tasks.

EMARKETER forecasts nearly 154.3 million voice assistant users in the US in 2025, a 3.3% YoY increase. The market is expected to grow steadily, reaching 170.3 million users by 2028. In 2025, Google Assistant leads with 92.4 million users, followed by Apple's Siri (87.0 million) and Amazon's Alexa (77.6 million).

Voice assistant adoption shows a "barbell effect," with Gen Z and seniors leading growth due to their digital-native lifestyles and need for accessibility features, respectively. While smartphones remain the primary device for voice assistant use, the ecosystem includes smart speakers, wearables, and AI-powered smart glasses.

Interest in using generative AI solutions to streamline costs, increase efficiency, and scale organizations is growing. Voice assistants can help companies and marketing professionals by integrating established customer support services and collaboration tools, and developing company-specific versions.

Companies are integrating AI voice assistants into their call centers, often alongside AI customer support tools, including text-based chatbots. Banks like Bank of America and U.S. Bank have rapidly adopted these tools, with some using voice-activated commands. However, AI glitches and privacy concerns have left some customers wary, especially regarding sensitive data. Test your support voicebots thoroughly before public release.

Businesses can use developer-centric platforms-like Google's Dialogflow and IBM's Watson-to scale operations by integrating AI across various applications, including voicebots.

Recent SoundHound AI research reveals that 76% of US drivers would use voice assistants with generative AI in their vehicles if available. This presents a significant opportunity for marketers in the automotive and related industries to leverage voice AI for in-car experiences and services.

The future of voice assistants lies in AI and machine learning integration, enabling better natural language understanding. They're evolving to become more personalized, offering tailored responses and proactive assistance.

Amazon: Amazon in 2025 is expected to update its "Classic Alexa" with an AI-powered version called "Alexa+." This new version will feature more advanced conversational abilities and improved music functionality. While it will be available for $19.99 per month, Prime members will enjoy access at no extra charge. Leveraging Anthropic's AI technology, Alexa+ is set to offer expanded capabilities such as image analysis, automated smart home routines, and the ability to complete complex tasks like buying event tickets or placing grocery orders.

Apple: In 2024, Apple introduced Apple Intelligence, an AI system integrated into iOS 18. The updates, which are being released in stages, enhances Siri's capabilities as a personal assistant. Key improvements include:

Improved natural language processing for understanding complex queries

Improved context retention between requests

Ability to follow spoken and written instructions

Integration of user data (contacts, message history, calendars, etc.) for personalized responses.

"On-screen awareness" for understanding and acting on displayed content

Expanded in-app actions for complex tasks

Integration with OpenAI's ChatGPT for enhanced conversational abilities

These updates aim to make Siri more intuitive, powerful, and competitive in the evolving AI assistant landscape.

OpenAI: ChatGPT's Advanced Voice Mode allows users to interact verbally, and visually, with the genAI tool. Voice Mode claims to have human-like conversations, due to its quick audio response. Another feature is its live translation ability.

Google: While maintaining its lead in user numbers, Google Assistant faces increased competition. The company is leveraging its Gemini AI to enhance Assistant's capabilities, particularly in natural conversation and complex task completion. However, Google is expected to phase out its non-AI assistant in devices this year and replace it completely with its AI-enabled assistant.

While smartphones remain the primary platform for voice assistant use, the ecosystem is rapidly evolving to include a diverse array of devices:

1. Smart speakers: By the end of 2024, 111.1 million US consumers will use smart speakers, EMARKETER forecasts. Amazon Echo leads market share, followed by Google Nest and Apple HomePod.

2. AI-powered smart glasses: Companies like Solos, Meta, and potentially Google are developing smart glasses with advanced voice capabilities, allowing users to interact with AI assistants in real time.

3. Virtual and mixed-reality headsets: Meta is integrating its conversational AI assistant into Quest VR headsets, replacing basic voice commands with more sophisticated interactions.

4. Connected cars: Major automakers like Stellantis and Volkswagen are integrating ChatGPT into their in-car voice systems for more natural conversations during navigation, search, and vehicle control.

5. Other devices: The integration of voice assistants is expanding to earbuds, smart home appliances, televisions, and even bicycles.

This proliferation of voice-enabled devices creates new opportunities for marketers to engage consumers, but it also raises important considerations about privacy and the evolving relationship between humans and technology.

Want to learn more about voice assistants and other marketing trends? Sign up for the EMARKETER Daily newsletter.

1. Get ready for a search shake-up. As voice assistants get smarter with computer vision and AI, they might encroach on traditional search engines. Marketers need to account for voice and visual queries in their strategies.

2. Think beyond a single platform. Voice assistants are a diverse sector. Create campaigns that work across different voice ecosystems to cast a wider net.

3. Remember the "barbell effect." Both Gen Z and seniors are big on voice tech, but for different reasons. Tailor your voice campaigns to both sides.

4. Don't ignore the car. With most drivers keen on in-car AI assistants, there's an opportunity for marketers. Think about how your brand can fit into these on-the-go experiences.

5. Take privacy seriously. Users are still wary about their data, so be upfront about how you're protecting their information. Transparency is key in voice-based campaigns.

6. Get personal (but not creepy). AI is opening up new ways to personalize voice interactions. Use this tech to create more engaging, relevant experiences for your audience.

This article has been updated. Original was posted October 17, 2023.

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Voice assistants: How they are evolving and what they offer marketing and commerce

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Though adoption of traditional voice assistants like Alexa and Siri has stalled in recent years, the rise of ChatGPT and demand for generative AI integration is surging.

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Measuring marketing performance scientifically with incrementality experiments 

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Measuring marketing performance scientifically with incrementality experiments 

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With the advancement of marketing technologies, we now have so many ways to run marketing campaigns: myriads of placements (display ads, search ads, social ads, influencer ads, etc.), all kinds of creatives (text, image, video, AI-generated contents), different targeting mechanisms, etc.

It is very easy to get lost with all the choices and shiny technologies like AI. How can we confidently select the winning marketing strategies? How can we know if all the different marketing AI technologies (creatives, targeting, agents, etc.) are helping our business grow incremental sales?

When it comes to measuring marketing performance, many marketers still default to last-click attribution: assigning all credit to the last touch campaign before conversion. However, this will inevitably count conversions that will happen anyway. Incrementality experiments, supported by major ad publishers such as Google & Meta, are the more scientific way to measure the incremental conversions that would otherwise not happen if no ads were served.

Implication:

Marketers should run incrementally experiments to understand the causality of marketing campaigns. At the end of the day, the incremental business impact is what we really care about.

Evidence:

https://www.marketing-beat.co.uk/2025/04/17/metas-incremental-attribution-delivers-better-roas-for-ecommerce-advertisers-says-new-study/

https://www.adexchanger.com/commerce/how-incrementality-tests-helped-newton-baby-ditch-branded-search/

https://www.adexchanger.com/mobile/deliveroo-sets-up-incrementality-testing-to-prove-that-affiliate-delivers-the-goods/

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Retail attribution is broken - why incrementality is the fix marketers have been waiting for

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The days of chasing clicks and impressions are numbered - or at least they should be, according to independent media agency Magic.

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“Millennials and Gen Z Are Using AI to Improve Their Investing — Should You?”

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“Millennials and Gen Z Are Using AI to Improve Their Investing — Should You?”

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About 41% of Millennials and Gen Zers say they’re comfortable with AI tools managing their portfolios—significantly more than Gen X (29%) and Boomers (14%)

Key Points:

Adoption data: Nearly half of Millennials & Gen Z trust AI with financial decisions—a solid foundation for the trend.

Platform evolution: Even traditional self-serve brokerages are layering in AI as optional advisor tools.

Hybrid Path: These sources frame AI investing as a third path—combining autonomy, personalization, and minimal human oversight.

Opportunity

For Legacy Financial Brands (e.g., Merrill, Schwab, Fidelity)

Reframe the Advisor as a Life Strategist

New Narrative: Advisors aren't just portfolio managers—they're the hub of your financial well-being.

Positioning Shift: From “wealth manager” → to “financial life planner” → to “well-being architect.”

Marketing Play

Reframe the Advisor as a Life Strategist

New Narrative: Advisors aren't just portfolio managers—they're the hub of your financial well-being.

Positioning Shift: From “wealth manager” → to “financial life planner” → to “well-being architect.”

For AI-First Platforms (e.g., Robinhood, SoFi, Public)

Add Depth Without Losing Control Narrative

New Narrative: Empowered investors, enhanced by intelligence.

Positioning Shift: From “DIY” → to “Smart Solo” → to “Personal AI Portfolio Partner.”

Showcase AI features as “extensions of you” (like Cortex, Alpha).

Layer in optional human check-ins—virtual planners, goal reviews—to combat churn and deepen trust.

Offer bundled services like tax strategies, estate planning “powered by AI + pros.”

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Millennials and Gen Z Are Using AI to Improve Their Investing—Should You?

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As artificial intelligence matures, retail investors have a growing array of AI‑enabled tools to help different aspects of the investment process.

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Geopolitical friction and slower economic growth puts pressure on ad spend and channel ROI

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Geopolitical friction and slower economic growth puts pressure on ad spend and channel ROI

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Rising tariffs and trade tensions, particularly between major economies, are creating unpredictability in pricing, supply chains, and consumer sentiment. We at our company have started to adapt campaigns and offers in response to shifting trade dynamics and localized price impacts. Many central banks are maintaining elevated rates to fight inflation, leading to slower economic growth and cautious consumer spending. Businesses are sensitive to interest rate shifts—financial services, B2B investments, and consumer financing are all affected .

Marketers need agile, region-specific strategies—emphasizing value messaging or local alternatives where imports are costlier. Real-time adjustments in pricing and promotions are key to staying competitive and maintaining brand trust. Amid economic uncertainty, CMOs and marketers are shifting to measurable, performance-driven strategies. Brands are turning to scenario planning, ROI tracking, and AI-driven analytics to preserve budgets and justify spend. Emphasis will be on short-term measurable outcomes over long brand campaigns—marketers must integrate real-time analytics, performance dashboards, and automated optimization into all channels.

Sources:

https://www.euromonitor.com/article/economies-and-consumers-in-2025-key-trends-to-watch

https://www.reuters.com/world/us/us-consumer-prices-rise-moderately-may-2025-06-11/

https://www.reuters.com/business/media-telecom/wpp-media-cuts-2025-global-advertising-revenue-growth-forecast-6-trade-concerns-2025-06-09

https://www.wsj.com/articles/ad-forecaster-reduces-growth-prediction-for-2025-citing-poor-economic-visibility-low-consumer-confidence-400e407e

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Geopolitical risks and their implications for consumer expectations and spending

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Though geopolitical risks can dampen business sentiment – constraining firm investment and international trade – there is less evidence of how such tensions affect households. This column examines how geopolitical risks spill over into consumer sentiment and spending behaviour. The authors find that such factors lead to pessimistic economic expectations and elevated income uncertainty. Consumers worry that geopolitical friction can spread to stock prices and other financial assets, but expect housing prices to remain relatively immune, even amid widening armed conflict and a significant deterioration in the geopolitical landscape.

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More people are identifying as neurodivergent, and they’re demanding better experiences—from fewer distractions in web design to clearer, simpler messaging. As awareness grows, brands that ignore this shift risk alienating a large and increasingly vocal segment of the population.

Impacts on Marketing:

Digital experiences must be crafted with sensory considerations: minimal motion, clear fonts, high contrast, alt text, transcripts, captions, and decluttered layouts.

Brands must use plain language, predictable navigation flows, and multiple content formats (text, audio, video).

Campaign messaging needs to reflect inclusivity: featuring neurodiverse voices, celebrating cognitive differences, and avoiding jargon or metaphors that may confuse.

Evidence / Signals:

https://www.appnova.com/how-inclusive-design-is-transforming-digital-experiences/?utm_source=chatgpt.com

https://digitalmarketingaok.com.au/inclusive-by-design-marketing-for-neurodivergent-audiences/?utm_source=chatgpt.com

https://www.forbes.com/sites/michaelhudson/2025/05/27/how-curiosity-culture-turns-neurodiversity-into-an-advantage/

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Bite-sized videos, but with authenticity

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Bite-sized videos, but with authenticity

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With the rapid rise of TikTok and fast follows from Youtube, Meta and now LinkedIn - the video format is ruling social engagement. I am increasingly seeing brands, both B2B and B2C, shifting from branded and animated high-quality videos to more authentic, POV, DIY videos. Brands that master entertaining, culturally relevant, platform-tailored and trending-topic-aligned videos will be best positioned to capture cultural moments and drive engagement.

Signals:

Weekly video views on the platform increased sixfold between July and October 2024: https://blog.hootsuite.com/linkedin-marketing-strategy/

https://www.linkedin.com/posts/akothari_t-24-hours-to-a-big-launch-tomorrow-this-activity-7327796235979890689-6jjp?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAO8hfQB77KcEL_X4TY2x5RyQJdKvBH7It4

Duolingo’s TikTok, its biggest account for engaging with Gen Z, is filled with unhinged content, trends and popular audios. Employees make a lot of low-budget content around the office which performs better due to the relatability and connection it gives to its target audience. https://hellopartner.com/2025/03/24/employee-generated-content-at-duolingo-a-playbook-of-unhinged-social-media-success/

TikTok's rise to 1 billion users in 2021 marked a turning point in the world of social media, with short-form video content becoming increasingly popular. https://www.ipsos.com/en/short-form-social-misfits

https://www.cnbc.com/2025/04/26/how-tiktoks-rise-sparked-a-short-form-video-race.html

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Social Media Marketing & Management Dashboard

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2025 LinkedIn marketing: New tactics and tools you should know

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Build a LinkedIn marketing strategy that will help you grow an engaged community and effectively promote your business on the leading professional network.

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In recent years, ultra-low-cost brands like Shein and Temu have experienced a massive boom, reshaping the global fashion landscape. Their rise has had a double impact:

Economically, by disrupting traditional retail models and contributing to the decline of established brands.

Environmentally, by fueling overproduction, textile waste, and unsustainable supply chains.

Signals & Evidence

In the United States, discussions are growing around imposing higher import taxes and tightening regulations on ultra-fast fashion brands.

Just this week, France introduced new legislation focused on the environmental damage caused by fast fashion—applying eco penalties and restrictions to promote sustainability.

Opportunities

Innovation in sustainable fashion: Regulations push brands to rethink sourcing, production, and recycling.

Rise of slow fashion: Local, ethical, and eco-conscious brands gain visibility and consumer trust.

Source

https://www.euronews.com/my-europe/2025/06/11/french-senate-backs-law-to-regulate-ultra-fast-fashion-giants-shein-and-temu

https://www.bbc.com/worklife/article/20240320-france-bill-crackdown-ultra-fast-fashion-shein-temu

https://www.bbc.com/worklife/article/20240320-france-bill-crackdown-ultra-fast-fashion-shein-temu

https://earth.org/fast-fashions-detrimental-effect-on-the-environment/

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French Senate backs law to regulate ultra fast fashion

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The new legislation would impose eco-taxes, advertising bans, and influencer restrictions, but critics believe the bill falls short of its initial environmental ambitions. #EuropeNews

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Luxury brands are increasingly opening cafes, restaurants, and exclusive spaces to extend their influence beyond traditional product lines.

Signals & Evidence

The Polo Bar by Ralph Lauren

Café de la Maison by Louis Vuitton

Armani/Privé restaurants

Gucci Osteria

Tiffany’s Blue Box Café

Why It Matters

Sentiment of Belonging: Customers who might not be able to afford a luxury product can still experience the brand’s world through an affordable indulgence, like a Louis Vuitton chocolate or a cup of coffee at Gucci Café.

Brand Engagement: These initiatives deepen consumer connection as they allow customers to immerse themselves in the brand’s world, rather than just observe it from afar.

Opportunities

Enhanced Visibility

Sales Activation

Stronger Brand Connections

Sources

https://www.futurecommerce.com/posts/insiders-182-sipping-status-inside-the-designer-cafe-phenomenon-redefining-luxury

https://crfashionbook.com/luxury-fashion-restaurants/

https://www.foodandwine.com/luxury-fashion-brands-restaurants-cafes-8783565

https://www.forbes.com/sites/claraludmir/2024/04/25/why-fashion-retailers-are-opening-branded-cafs-and-restaurants/

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When you visit websites, they may store or retrieve data in your browser. This storage is often necessary for the basic functionality of the website. The storage may be used for marketing, analytics, and personalization of the site, such as storing your preferences. Privacy is important to us, so you have the option of disabling certain types of storage that may not be necessary for the basic functioning of the website. Blocking categories may impact your experience on the website.

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Sipping Status: Inside the Designer Café Phenomenon Redefining Luxury | Future Commerce Insiders

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That $11 latte you're sipping? It isn't coffee-it's a tiny, frothy sip of a multi-billion dollar luxury empire.

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Why Twitch Streamers Are the New Kingmakers in Music Marketing

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Why Twitch Streamers Are the New Kingmakers in Music Marketing

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Move over radio—streaming creators on platforms like Twitch and YouTube are taking over as the go-to strategy for album rollouts. Artists are teaming up with top streamers to drop exclusive interviews, debut tracks, and casually integrate their music into live streams, creating authentic buzz that traditional promo channels can’t match.

Signals/Evidence:

Streaming stars like Kai Cenat, IShowSpeed, Duke Dennis, Adin Ross, and DJ Akademiks are front and center in major album campaigns.

Artists like Drake, Adele, Tyla, Lil Baby, and Nicki Minaj are sitting down for exclusive interviews with streamers, giving fans unfiltered access to their favorite stars.

Streamers are weaving artists’ music into their content, turning casual mentions into viral moments.

Why It Matters:
Streamers are reshaping music marketing by offering artists a direct line to massive, engaged audiences. Forget one-off radio spots—these collaborations create long-term relationships that keep artists top-of-mind. Streamers bring authenticity, intimacy, and influence, making them indispensable partners in an artist’s promotional playbook.

Opportunities:

Always-on music hubs: Imagine streamers hosting rotating artist performances or live track debuts, creating ongoing hype.

Streamers as hosts: As they gain experience, streamers could evolve into full-fledged music show hosts or even event MCs.

Stronger fan connections: Artists who embrace this trend will build deeper bonds with fans through streamer-led engagement that feels personal and real.

Sources:

Hip-Hop’s Relationship with Streamers

Rappers and Streamers: A New Era of Collaboration

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Creative = Content + Input for AI-powered ad ecosystems

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Creative = Content + Input for AI-powered ad ecosystems

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As AI takes over optimization and delivery, marketers are shifting from 'what performs best' to 'what trains the system best.' Traditional campaign testing relied on optimizing live results (e.g., A/B testing headlines, CTAs, formats). But with the rise of AI-native ad products like Meta’s Advantage+, Google’s Performance Max, TikTok Smart Performance Campaigns, and Amazon’s Ad Console tools, the model is shifting: platforms now learn from what you feed them before they even serve a single impression.

That means high-quality creative inputs (messaging variations, audience signals, and brand tone) aren’t just tested, but are shaping the algorithm's long-term learning and decision-making.

Implications for Marketers:

As this framework evolves, marketers need to move beyond creative testing to creative training (of the algorithm), and reframe their role in paid media, by:

Structuring each qualitative creative input/element clearly so it serves a purpose in training the algorithm

Feeding the system not only variety, but a range of signals to give AI and Machine learning room to learn

Standardizing brand voice and messaging architecture to ensure brand integrity across permutations machine learning generates.

This shift could change how media, creative, and strategy teams collaborate and will demand AI-aware creative design.

Signals (Evidence):

Meta Advantage+ Campaigns

Meta’s AI builds and delivers ads using multiple creative variants and learns over time which combinations drive performance.

Inputs like tone, format, CTAs, and audience structure affect training and future delivery performance.
→ WSJ: Meta to Automate Ad Creation Using AI

Google Performance Max

Combines text, images, video, and audience signals across all Google surfaces — and requires a strong creative structure to perform well.
→ Google Ads PMax Help Center

TikTok Smart Performance Campaigns

Runs on full automation and recommends diverse video assets, strong hooks, and varying tones to help the AI optimize reach and engagement.
→ TikTok for Business Guide

Amazon Ad Console & DSP

Optimizes ad delivery using product feed quality, visual consistency, and audience segmentation; richer inputs = better model outcomes.
→ Amazon Ads Creative Guidelines

YouTube Video Action Campaigns

Google's video ad product that dynamically creates and optimizes ad formats based on creative inputs and viewer behavior.
→ Google VAC Overview

Opportunities:

Develop AI-structured campaign briefing templates

Map creative inputs and logic to platform-specific training needs

High investment in prompt strategy and AI-literate content designers and creative strategists

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Digital Nomad Trend Faces Social, Political, and Tech Pushback as Remote Work Wavers Post-Pandemic

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Digital Nomad Trend Faces Social, Political, and Tech Pushback as Remote Work Wavers Post-Pandemic

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Remote work while traveling gained traction during the pandemic. Tourism boards, hotels, and several governments saw it as a way to recover lost revenue. Countries created special visa to attract long-term remote workers. These visas typically allow stays from six months to two years and require proof of income, health insurance, and remote employment outside the host country.

In the U.S., the tone has shifted. Major employers like Google, JPMorgan, Amazon, and WPP have pushed employees back to the office. At the federal level, both the Biden and Trump camps have signaled limits on remote work. Trump’s platform includes reducing remote options in federal agencies.

In Mexico, one of the top destinations for digital nomads, the response to digital nomads has shifted toward a negative light (i.e., gentrification) with some locals.

Meanwhile, employers have increased their ability to detect out-of-region work. Tools like VPN logs, badge swipes, and login data make it easier to spot people working from an unapproved location.

The digital nomad trend is not over, but the window is narrower. Legal options still exist, but casual, unregulated remote work while abroad is under more scrutiny.

Many maintain that digital is the future, but only if it happens at a desk. Some brands sell "freedom" with digital devices/services while enforcing the opposite. Meanwhile some campaigns and influencers promote work-from-anywhere, even as the rules say otherwise. The message and the reality are out of sync.

Sources:

https://nypost.com/2025/06/11/business/google-expands-voluntary-buyout-offers-orders-some-remote-workers-to-return-to-office-amid-ai-race/

https://www.forbes.com/sites/alexledsom/2025/03/21/countries-with-a-digital-nomad-visa-program-for-americans/

https://www.nbclosangeles.com/news/local/mexico-city-gentification-americans-rent-prices/3231544/

https://stateline.org/2025/02/17/red-states-embrace-trumps-crackdown-on-remote-government-work/

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Death of the digital nomad: It’s getting harder for employees to work from another country

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The pandemic made it easier to work from anywhere. Now, return-to-office mandates and legal changes are making it harder.

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Privacy may not be guaranteed when it comes to AI Chat Data

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Privacy may not be guaranteed when it comes to AI Chat Data

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Impact: Courts may push for AI data to be stored and linked to user accounts

The current court case points to a clear trend. Systems that log conversations, questions, and digital behavior are being treated as valuable records. That value comes with risk.

There may be policies in place to protect against misuse, but government agencies could still demand access. That opens the door to monitoring and surveillance. It lowers the bar for privacy.

People might change how they use tools like ChatGPT once this becomes clearer or more regulated. Some won’t. Some will.

This isn’t a new issue. Google searches have already been used as evidence. What’s different now is the scale. LLMs process and store more context, which means they can surface more text, more intent, and more of the user behind the input.

Evidence:

https://law-ai.org/balancing-safety-and-privacy-regulatory-models-for-ai-misuse/

https://www.infotrack.com/blog/google-search-history-evidence/

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OpenAI warns ChatGPT logs will be retained “indefinitely,” blames court order

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ChatGPT is now one of the world’s most visited websites. Millions of people use the service daily, and OpenAI will now store nearly every user interaction in…

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The Rise of the Cost-Conscious, Multivalue-Driven Explorer

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The Rise of the Cost-Conscious, Multivalue-Driven Explorer

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In a constrained economy, consumers aren’t giving up on exploration—they’re just being smarter and cost-efficient about it, and trying to experience more with less. This affects how they shop, spend, and choose brands. They’re not abandoning experiences but are seeking value-rich exploration across travel, food, entertainment, education, personal growth, etc. The focus is shifting from indulgence to intentional, budget-savvy discovery. People still want to try new things—but with low-commitment entry points, flexible pricing, or value deals.

Potential implications:

Marketers need to speak to the explorer mindset with a lens of accessibility, affordability and empowerment, by:

Promoting value-forward storytelling and customizing messaging based on market-specific economic conditions and audience behaviour (Eg: Stats indicate EU countries are more price-sensitive than US consumers)

Offering tiers, trials, and build-your-own experiences

Highlighting return on exploration: what users gain in skills, memories, or outcomes, beyond just features or product specs.

In categories like education or lifestyle, this could look like modular learning paths, flexible scheduling, or real-world payoffs (skills, certifications, community access) that justify the spend.

Signals (Evidence):

48% of Gen Z & Millennials say they’re spending less—but 64% still prioritize experiences over possessions.
(Source: Eventbrite Trend Report 2025)

Google searches for “budget travel” and “affordable experiences” hit all-time highs in 2025.
(Source: Think with Google Travel Trends 2025)

Short-form learning platforms (e.g., MasterClass, Skillshare) saw 37% YoY growth—driven by users seeking affordable self-improvement.
(Source: McKinsey Digital Learning Pulse)

Retailers offering “mini” versions of premium products (e.g., sampler kits, trial sizes) saw 22% lift in conversions.

(Source: Shopify Q1 2025 report)

Opportunities for Brands:

Introduce "smart splurge" positioning
Frame offerings as investments in curiosity, creativity, or personal growth, especially when they’re low-cost or high-impact.

Lead with value & benefit

By curating messaging to what a specific audience segment most "values", marketing should spotlight utility, transformation, and long-term payoff over aspirational aesthetics.

Emphasize flexibility & modularity models
Offer packages that let users explore without overcommitting e.g., intro modules, starter packs, try before buy, flex passes, bundled deals

Tap into UGC micro adventure content
Encourage users to share their own low-cost discovery stories with a motive to build community around budget-friendly innovation.

Reposition luxury as accessible
Without giving up quality, give consumers more control over how they access it for themselves and their family (e.g: premium by the hour, shared ownership, digital-first formats)

Additional sources/links:

McKinsey: The “Value Explorer” Mindset in Uncertain Times

Consumer Spending Trends 2025: Data, Insights, and Forecasts

Three-in-one economy, Multifunctional purchases

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Getty Images; Rebecca Zisser/BI

Keisha Sarpong needed a new work bag to ferry her documents and laptop to the office. But as she started looking, she realized she didn't want the bag to make her look too much "like a lawyer with a briefcase" when she went to happy hour, Sarpong, a 30-year-old nonprofit worker who also runs a TikTok fashion account, tells me. Oh, and it'd be nice if it had enough space for her to take it on a trip. Basically, she wanted a bag that could do it all.

The bag Sarpong eventually settled on features a stylish black leather finish, a laptop sleeve, and plenty of space for a water bottle and notebooks, plus an adjustable strap that can secure it on a rolling suitcase. It may not be perfect for everywhere, but it's pretty close.

Sarpong's search isn't an isolated instance of a picky shopper. She's part of a growing cohort of consumers demanding more from the products they spend their hard-earned money on. It's not just bags that you can work and play and travel with. It's air fryers that can cook almost anything. Makeup products that double as skincare items. Or even an unassuming ceiling lamp that, you see upon second glance, is also a smart projector and speaker. Faced with rising prices and increasingly busy lives, Americans are arming themselves with products that work like a Swiss Army knife.

"If I'm going to invest in a quality staple, I want to make sure I'm going to get a lot of use out of it. I'm really drawn to pieces that are multifunctional," Sarpong says. It's not just her bag that she's making work overtime - she also tells me she owns travel cubes that do triple duty as a purse organizer and cosmetics pouch. That's where she stores her all-in-one makeup products, which can be variously used on lips, cheeks, and eyelids.

Whether it's higher prices, hybrid work, or an ever-rising obsession with efficiency and optimization, there are a slew of reasons Americans are looking for stuff that can fill more than one role. And as tariffs threaten to raise prices even further, people are trying to find value wherever they can get it. For businesses, expanding their product offering to fill different parts of customers' lives can insulate them from fickle tastes and cushion their bottom lines in leaner times. As multifunctional goods become ever more popular, it's clear that we're living in a three-in-one economy.

American consumers are wrestling with a lot of uncertainty these days. Years of COVID-driven inflation have left people unsure of just how much things are supposed to cost. Economic upheaval has people worried about their jobs. And businesses are skimping on the quantity and sizes of their products (whether it's smaller portions at restaurants or fewer sheets of toilet paper per roll) - leaving Americans wondering whether they're really getting a bang for their buck. All these factors are pushing people to look for deals wherever they can: In a recent survey of consumers by the accounting and consulting firm EY, 77% of respondents said they were actively changing their buying habits to seek better value.

If I can find something that is multifaceted or can be used in more than one aspect, I will absolutely buy that over a product I can only use once

How do you make your dollar go further in this environment after you've already followed the classic budgeting advice? Hybrid products could be a tool in consumers' inflation-fighting toolbox. Inflation-weary consumers are increasingly turning to these products, especially for appliances and tech gadgets, says Steffen Schenk, the managing director of NielsenIQ's North America tech and durables sector. For example, he points to combination microwave-roaster-grill air fryers that save time and space in small kitchens and self-cleaning robotic vacuums with built-in mops. NielsenIQ has seen growing consumer demand for smart kitchen appliances and tech wearables.

"The reality is that convenience is now one of the key drivers of choice across most categories," Schenk says. "And once again, having those multifunctional devices really helps with that."

Kristen Jauregui, a 35-year-old payroll specialist who runs a lifestyle blog, has been putting a bigger emphasis on budgeting than she has in the past amid the chaos of tariffs and elevated inflation. Jauregui tells me that she's consuming much more mindfully, whether it's buying less, doing more price comparison before hitting " check out," or looking for products that serve more than one occasion.

"If I can find something that is multifaceted or can be used in more than one aspect, I will absolutely buy that over a product I can only use once," Jauregui says.

Jauregui has been optimizing her closet for both work and play. Ever since the pandemic, she's swapped out high heels for more comfortable loafers and sneakers that can be worn straight from the office to a night out. Another hybrid product Jauregui has recently started using is solid shampoo, a bar that can be used as shampoo, conditioner, face wash, and body soap. These bars - which Jauregui purchases from the beauty brand Kitsch - have saved her money and time, as Jauregui no longer needs to buy travel-size containers of different toiletries when she goes on trips. According to consulting firm Capgemini, big companies like L'Oreal are hopping on the trend and launching their own solid shampoo products.

In addition to everyday essentials, consumers are turning to products with various uses to justify their desire to splurge. Hardcore austerity has never been America's strength - when sales spiked after the 2001 stock market crash, former Estée Lauder CEO Leonard Lauder called the need to partake in small luxuries during major downturns the " lipstick effect."

After all, if the lipstick you purchased doubles as a moisturizer and blush, you're getting much more bang for your buck.

Nowadays, consumers stressed from constant budgeting might forgo expensive vacations but still decide to treat themselves to a little retail therapy, Schenk says. If consumer sentiment continues to decline and tariff-induced uncertainty drags down the US economy, Schenk expects the lipstick effect to kick in during the back half of this year.

"If you look at some of the trends we're seeing around self-indulgence, wellness, and so on, we would expect a similar lipstick effect in this cycle," Schenk tells me.

Young people tend to be the early adopters, but if something is hybrid, it makes everyone's lives easier.

Sarpong has already been indulging in some lipstick effect shopping - literally. She's a big fan of the beauty brand Rhode's pocket blushes, which come in a small, unassuming cylinder, not unlike a glue stick. The pigment can be used as a blush, lip color, or moisturizer.

"It's in the name. It's a nice handheld size, so I can bring it with me everywhere," Sarpong tells me. "I can touch it up on my cheek but also my lips. It's a nice two-for-one."

Multifunctional products can help consumers use some "girl math," as TikTok would say, to justify those nonessential splurges during economic hardship. After all, if the lipstick you purchased doubles as a moisturizer and blush, you're getting much more bang for your buck.

In addition to acute economic drivers, longer-term trends have also increased consumer appetite for products that do it all. One is the pandemic-driven downfall of the five-day in-office expectation. As the divide between where work ends and where the rest of our lives begin has become less clear, consumers seek products that can cross over from one side of the divide to the other. This cross-functionality appears to appeal especially to Gen Z and millennials. Saoirse Cleary, the creative strategy director at the marketing agency MG Empower, tells me that the younger generations' emphasis on work-life balance makes them more open to trying new products that offer unique wellness or lifestyle features, such as athleisure wear and multifunctional makeup products. These demographics are also much more likely to find these multifunctional products through social media channels rather than traditional brick-and-mortar stores.

Convenience seeking isn't just a Gen Z or millennial thing, though. "Young people tend to be the early adopters," Cleary added. "But if something is hybrid, it makes everyone's lives easier."

Yet another driving factor for the three-in-one economy is Americans' desire to optimize every part of their life. Devices and goods that fulfill multiple needs can feed people's drive to be the best, healthiest, or most efficient. Schenk, from NielsenIQ, tells me smartwatches that track health metrics while keeping time have been especially popular. From 2019 to 2023, the number of new products in the wearables category jumped from 5,000 to 80,000 - an increase not seen in any other product category, NielsenIQ GfK Market Intelligence says.

Cleary also highlights the rising popularity of wearable technology such as Oura rings, which provide users with various biometric data.

Everybody wants to self-optimize, so everything you buy has to be the best version of what you could get.

"People started out with just wanting to track their steps with a wearable device or on their phone, and now it's about period tracking, sleep tracking, and heart rate tracking," Cleary says.

"You have to highlight the hybrid benefits of a product nowadays," Cleary adds. "Everybody wants to self-optimize, so everything you buy has to be the best version of what you could get."

Amid this consumer phenomenon, companies are increasingly leaning into the desire for multifunctional goods to add to their bottom lines, especially when those products can satisfy people's craving for a "little treat." Cleary tells me that appealing to people in various walks of life can expand the awareness of a brand outside its core constituency, which helps to lure in new customers who may not have run into the company's offerings otherwise.

"A bag that functions for work, the gym, and social outings can be embraced by minimalists, professionals, and fitness enthusiasts alike, creating crossover appeal that strengthens a brand's reach," she says.

Cleary adds that in her work helping global brands develop their influencer marketing strategies, she's seen companies launch multifunctional product campaigns.

Multiuse products can also deepen relationships with existing customers, especially during an economic downturn. When companies launch value-rich products that make people's lives easier, they build trust within their customer base. On the other hand, price increases and a decrease in perceived product value isolate cash-sensitive shoppers. With consumers like Sarpong and Jauregui putting more thought into their purchases, a multifunctional aspect helps brands make buyers feel like they're getting the best option.

Twice in the past few years, the fragility of our global economic system has been pushed to the forefront. When the pandemic hit, businesses shut down, and a toilet paper shortage had people rushing to store shelves. Now, as businesses grapple with tariff-driven uncertainty and DOGE drives federal worker layoffs, consumers are feeling déjà vu. For everyday people, there isn't much you can do to shield yourself from breakdowns in complex supply chains or policy decisions made in DC, but changing your consumption patterns is one actionable way to exert your economic agency.

"The way that we've used technology has changed. The way that we shop has changed. The way we interact with people has changed. So I try to make sure that anything I purchase is multifaceted," Jauregui tells me.

"I've changed how I purchase makeup and skincare products because I want to make sure they're versatile," Jauregui adds. "If something happens tomorrow, and the world shuts down, will I be able to find a way to get this?"
Christine Ji is an investing reporter at Business Insider covering the stock market and US economy.

Business Insider's Discourse stories provide perspectives on the day's most pressing issues, informed by analysis, reporting, and expertise.

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'Everybody wants to self-optimize': Gen Z is into buying stuff that does three things at once

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Trump's tariffs are fueling a rise in weird new gadgets that can do more than one thing. They're especially popular among Gen Z.

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The traditional line between a nation's economic interests and its foreign policy has effectively dissolved. Today, trade and investment are primary tools for projecting power and ensuring national security.

The ongoing U.S. controls on semiconductor exports to China, or the European Union's use of subsidy investigations to protect its auto industry, are not simple trade disputes. They are calculated moves in a larger strategic competition between global powers. For businesses, this means the global marketplace now operates less like an open field and more like a geopolitical chessboard, where every major investment or supply chain decision carries significant political weight.

Implications:

This era of geoeconomic competition effectively dismantles the idea of a single global marketing strategy, forcing a more fragmented and politically cautious approach. A product's country of origin is now a carefully managed political statement, requiring brand messages to be hyper-localized to suit national sentiment. With rising costs from tariffs and turbulent supply chains, the focus of communication must also pivot from price to the enduring value of quality and durability. This environment means every major marketing decision now carries inherent political risk, demanding that geopolitical awareness become a core competency for the profession.

https://www.bis.gov/press-release/department-commerce-rescinds-biden-era-artificial-intelligence-diffusion-rule-strengthens-chip-related

https://www.ft.com/content/7536335f-fe02-4ac3-afd7-3efe88a69444

https://www.sustainableviews.com/eus-clean-industrial-deal-still-falls-short-100-days-in-265af6cd/

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Global trade and the new geoeconomic reality

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Geopolitical issues, protectionism and dependencies lead to growing supply chain risks. New global trade trends are emerging and posing challenges.

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Generative AI (GenAI) is transforming how brands develop creative assets, communicate with consumers, and deliver personalized content at scale. No longer just a novelty, GenAI tools like ChatGPT, DALL·E, Midjourney, and Adobe Firefly are reshaping marketing workflows from ideation to execution. These platforms are enabling marketers to generate text, visuals, video, and even voice content on-demand, fueling faster creative cycles and hyper-relevant messaging.

AI is no longer just analyzing data it’s creating brand stories, designing campaigns, and adapting content in real-time based on consumer input. It’s also empowering small teams to produce content at the level of big agencies, democratizing access to quality creative strategy.

Signals (Evidence):

Coca-Cola’s “Create Real Magic” campaign used OpenAI and DALL·E to generate consumer-submitted ads for its global brand.

Heinz ran a GenAI experiment to see how AI visually interprets “ketchup” almost all images resembled Heinz bottles, showing strong brand encoding.

Jasper, a leading GenAI writing platform, raised over $125M in funding and is now integrated into major marketing tech stacks.

Adobe Firefly launched with enterprise-grade GenAI tools for brand-safe content creation.

Gartner predicts that 30% of outbound marketing messages will be AI-generated by 2025.

Impact on Marketing:

Redefines creative production processes—allowing brands to test, iterate, and launch at unprecedented speed.

Makes high-quality branding accessible to startups and smaller teams.

Raises expectations for personalization across all touchpoints.

Challenges marketers to maintain brand consistency while using flexible AI-generated content.

https://www.businessinsider.com/ai-marketing-strategy-platform-campaign-automation-copywriting-brand-content-clients-2024-11

https://www.techradar.com/pro/its-like-magic-and-everything-just-works-we-spoke-to-adobes-ai-maestro-to-find-out-whats-new-with-firefly-and-how-it-levels-up-creativity-for-all

https://www.gartner.com/en/topics/generative-ai

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Coke asks consumers to generate art with new AI platform

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The first fruit of the marketer’s collaboration with Bain & Company and OpenAI combines the buzzy GPT-4 and DALL-E solutions.

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 Biotech + AI, Hyper-Personalization & Wellness

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 Biotech + AI, Hyper-Personalization & Wellness

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Trend: Biotechnology is moving beyond the lab and into our daily lives, underpinning a new era of personalized health, precision wellness, and preventative care. Whether it's through wearable-integrated diagnostics, DNA-based nutrition, or synthetic biology products, biotech is becoming the engine of consumer wellness, reshaping industries from food to fitness to pharmaceuticals.

Why it matters: This isn't just a wellness upgrade, it’s a systemic shift. Consumers will expect their products to adapt to them, not the other way around. The fusion of biotechnology, AI, and real-time data is enabling hyper-personalized health solutions, leading to new business models in supplements, skincare, mental health, and more.

Expect convergence between beauty, nutrition, pharma, and fitness through biologically tailored services, real-time diagnostics, and closed-loop health ecosystems.

The global biotech wellness market (including AI diagnostics, synthetic biology, and personalized health products) is projected to reach $1.3 trillion by 2030 (Source: BCC Research)

Synthetic biology in consumer goods is growing rapidly, with companies like Ginkgo Bioworks partnering across pharma, fragrance, and food (Source: Ginkgo Bioworks Q1 2025 Earnings)

Wearable-based biomarkers for metabolism, hydration, and cortisol are powering personalized product recommendations (Source: WHOOP, Ultrahuman, Levels Health)

https://globalwellnessinstitute.org/press-room/press-releases/globalwellnesseconomymonitor2023/

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Biotechnology Market Size, Share & Trend Report, 2034

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The biotechnology market size was valued at USD 1.64 trillion in 2024 and is expected to grow at a CAGR of 13.6% from 2025 to 2034

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Ambient Intelligence – Context-Aware, Always-On Interfaces

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Ambient Intelligence – Context-Aware, Always-On Interfaces

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Ambient Intelligence refers to environments embedded with AI and IoT technologies that are sensitive and responsive to the presence of people. These systems adapt to users' needs in real-time, often operating invisibly in the background to enhance comfort, efficiency, and personalization. By 2035, ambient intelligence is expected to be integral to daily life, with homes, workplaces, and public spaces equipped with systems that anticipate and respond to human behavior. This evolution will shift human-computer interaction from explicit commands to seamless, context-aware experiences.

LG's ThinQ ON Smart Home Hub:

https://www.theverge.com/2024/9/16/24243056/lg-thinq-smart-home-platform-thinq-on-hub

Growth of Context-Aware Computing Market:

https://www.thebusinessresearchcompany.com/market-insights/context-aware-computing-market-overview-2025

Samsung is bringing ambient sensing to SmartThings

https://www.theverge.com/2025/1/22/24349488/samsung-smartthings-ambient-sensing-home-ai

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Ambient Intelligence: The Smart Living Revolution Is Here

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Ambient Intelligence is transforming smart living with seamless, AI-powered environments. Discover how it enhances daily life with intelligent solutions

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Robots are evolving from performing repetitive tasks to becoming autonomous collaborators in various settings, including homes, warehouses, and public spaces.

They’ll play roles in caregiving, retail, security, and mobility—especially in aging societies or labor-constrained sectors.

https://nvidianews.nvidia.com/news/foundation-model-isaac-robotics-platform?

https://www.engadget.com/home/smart-home/the-robots-we-saw-at-ces-2025-the-good-the-bad-and-the-completely-unhinged-174529774.html

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We use cookies to make things better

Embodied Artificial Intelligence.

1X is advancing the fields of robotics and artificial intelligence (AI) by combining them in an unprecedented way: general purpose androids, inspired by human nature.

As they move, they get smarter, becoming as strong, gentle, and capable as we are. Simply by working alongside you, 1X's androids will learn to adapt to universal applications.

Our android model NEO is an innovative bipedal type of humanoid robot. That means they're designed to look and move like a human: NEO has a head, torso, arms, and legs, just like us, so they can interact with the world in a way that feels familiar to us; they'll walk, grab things, and communicate through facial expressions.

NEO is an android with a wide range of capabilities. They excel in industrial tasks in sectors like security, logistics, manufacturing, operating machinery, and handling complex tasks. Long term, we envision NEO providing valuable home assistance and performing chores like cleaning or organizing.

1X is also looking into how NEO can offer support to individuals with mobility challenges, fetching items and providing companionship. NEO's potential also extends to research, helping the robotics community to explore fields like psychology and artificial intelligence. With NEO's continuous evolution, the possibilities for assistance, productivity, and learning are boundless.

Humanoid robots are made to look like humans for different reasons. Firstly, humans are flexible and can move around in all sorts of ways. By copying our shape and movements, 1X's androids can do complex tasks and get around easily.

Secondly, we're really good at understanding each other without words, like using expressions and gestures, and when robots look like us, they can use these familiar ways to talk and work with humans.

Lastly, since everything in our world is made for humans, it's easier to have robots that fit into our world without changing too much. So by being designed like us, humanoid robots can climb our stairs, open our doors, and be helpful everywhere we need them.

Using embodied artificial intelligence, NEO will understand its environment deeper, thanks to the fusion of their AI "senses" and their physical body. NEO continuously learns and improves, becoming smarter and more capable over time.

The more you interact with them, navigating life with NEO will feel natural and intuitive. NEO will understand their own environment and how to handle fragile items, creating seamless collaboration and immersive human-robot interaction.

NEO will be open for preorders end of 2023.

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NEO by 1X Technologies | Your Intelligent Android Assistant

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Safe, balanced, and smart: NEO is your intelligent android assistant. Learn more about 1X's next innovation in humanoid robotics, currently in development.

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As climate change intensifies, there's a growing emphasis on integrating resilience into daily life. From urban planning to personal habits, individuals and communities are adopting strategies to withstand environmental stresses, particularly extreme heat and water scarcity.

In the coming years, climate adaptation will be embedded in urban infrastructure and consumer behavior. Cities will implement heat-resilient designs, and individuals will adopt products and practices that conserve resources, leading to a societal shift towards sustainability and resilience in the face of environmental challenges.

https://10best.usatoday.com/lifestyle/7-climate-change-proof-home-upgrades/

https://www.lorealprofessionnel.com/we-act-on-water

https://www.ft.com/content/e598e669-046e-4fb4-87a3-cf7f69f6c7e3

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Cool roofs could fight Atlanta’s rising heat

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A proposed measure would require reflective and lighter-color shingles on new construction.

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Globally, private label products are gaining traction, with 50% of consumers reporting increased purchases of store brands. Notably, 46% of Millennials and Gen Z consumers are willing to pay more for private label products they enjoy, indicating a shift in perception from budget alternatives to preferred choices.

Implications: For brands, this means the Store Brand becomes a real challenger driving down prices and making it harder to get people to pay more for your product. With the economic crisis, PL brands are no longer a tradeoff between Quality and Value. What will the future look like on shelf?

Evidence:

https://nielseniq.com/global/en/insights/analysis/2024/the-rise-of-private-labels-a-global-perspective-on-growth-and-consumer-trends/

https://www.foodandwine.com/lidl-butchers-specialty-private-label-meat-line-11732199

https://www.supermarketperimeter.com/articles/12472-circana-69-of-consumers-view-private-label-similar-superior-to-name-brands

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The rise of private labels: A global perspective on growth and consumer trends

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Explore the global surge in private labels with our in-depth analysis on consumer trends and market growth. Read more now!

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How Clean Energy is Reshaping Markets and Messaging

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How Clean Energy is Reshaping Markets and Messaging

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Clean energy is no longer a future goal, it’s today’s biggest investment story. In 2025, over $2.2 trillion is flowing into renewables, batteries, and clean tech, double the investment in fossil fuels. From China’s solar surge to India’s record installs and the U.S. green manufacturing boom, the shift is real.

Implications: For marketers, this means tapping into new consumer values—sustainability, innovation, and responsibility—and aligning brand stories with the momentum of a greener, smarter world.

Evidence:

•https://www.cleaninvestmentmonitor.org/reports/us-clean-energy-supply-chains-2025?utm_

•https://energycapitalpower.com/5-innovative-renewable-energy-projects-powering-central-africa/

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Value driven consumers are tightening the funnel

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Value driven consumers are tightening the funnel

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In a tighter economy, people are more selective with where their money goes. They’re prioritizing value and essentials, which means marketing needs to work harder and smarter. It’s not about hype. It’s about clarity. Clear value, clear outcomes, clear reasons to engage.

Implication:

Marketers need to strip things down to what matters. That means being transparent, efficient, and direct. For higher ed, it’s showing exactly what students get and why it’s worth the investment. Financially, professionally, and personally.

Evidence:

https://www. marketwatch.com/story/what-on-earth-is-going-on-with-the-american-consumer-d594ed5b?

https://kpmg.com/us/en/media/news/consumer-pulse-summer-2025.html?

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Platforms want/need to control the creative process

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Platforms want/need to control the creative process

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Meta, Google, and Amazon are consolidating not just media placement, but also creative generation. AI-native systems like Meta’s Advantage+ are increasingly capable of building entire campaigns, from headlines to visuals to targeting logic.

The creative process is being absorbed into the ad stack. That means marketers need to shift value upstream, owning strategy, narrative inputs, and ethical oversight.

Implication:

The best lever isn’t copy, it’s what the algorithm gets fed. Creative briefing, brand rules, and voice frameworks now matter as much as headlines and CTAs.

Evidence:

http://wsj.com/tech/ai/meta-aims-to-fully-automate-ad-creation-using-ai-7d82e249

https://support.google.com/google-ads/answer/10724817

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For subtitles in your language, turn on YouTube captions. Select the settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.

Performance Max is a goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It's designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps.

Performance Max helps you drive performance based on your specified conversion goals, delivering more conversions and value by optimizing performance in real-time and across channels using Smart Bidding. Performance Max uses Google AI across bidding, budget optimization, audiences, creatives, attribution, and more. They're all empowered by your specific advertising objective, for example, if you have a CPA or ROAS target, and the creative assets, audience signals, and optional data feeds you provide.

Note: If you're using Performance Max through Google Ad Grants, your campaign may not be eligible to serve on all inventory. New channels and inventory will come over time to help you drive results across all of Google.

Note: Performance Max will show as a campaign type selection if your advertising objective is "Sales", "Leads", or "Local store visits and promotions".

On this page

Find more converting customers Drive more value Acquire rich insights

You customize the goals that matter to your business and maximize conversions or conversion value.

Performance Max allows you to engage customers across Google's channels.

With Google's real-time understanding of consumer intents and preferences, paired with your input using audience signals, Performance Max can unlock new customer segments you may not have expected.

Data-driven attribution across channels optimizes for the most incremental touchpoints that drive customers to conversion.

Google AI is used to make more accurate predictions about which ads, audiences, and creative combinations perform best for you.

Performance Max asset reporting can help you understand which creatives are impacting performance and help you optimize campaign creatives to drive ROI.

New insights, such as rising search trends, can help you understand changes in performance and inform your broader business strategy.

Performance Max is the best option to use when:

You have specific advertising and conversion goals. For example, driving online sales, lead generation, and others.

You want to maximize the performance of your campaign, and you aren't limited by which channel your ads appear on.

You want to easily access all of Google's advertising channels using a single campaign.

You want to gain additional reach and conversion value beyond keyword-based Search campaigns.

Google AI powers Performance Max to maximize your campaign's performance. You add your unique expertise such as budget, business goals, and conversions that you want to measure. Google AI will then find potential customers for your goals and serve the most appropriate ad, with the optimal bid, to maximize campaign performance.

Smart Bidding combined with attribution technology helps to determine the best options for your campaign across all Google inventory and to determine bids on the auctions that have the highest probability of meeting your business goals in real-time. Google AI is enhanced when you add audience signals to your Performance Max campaign.

Automatically created assets are a campaign-level setting that help you generate additional text assets. These assets will appear in campaign-level settings as accounts are added to the beta. Learn more About automatically created assets.

Note: If Final URL expansion is on, Google may replace your Final URL with a more relevant landing page based on the user's search query, and generate a dynamic headline, description, and additional assets to match your landing page content. Learn more About automatically created assets.

Auto-generated videos are a campaign-level setting that help you generate additional video assets. These assets will appear in campaign-level settings. Learn more About video assets for Performance Max campaigns.

Performance Max uses Google AI to optimize bids and placements to drive conversions or conversion value for your goals, but you can provide important inputs like audience signals, including your customer data, and high quality text, images, and video that can significantly improve your campaign performance. You can also provide important inputs about what types of conversions are most valuable to your business by applying conversion values and setting value rules. Account-level brand safety settings are also available so you can tell Google Ads about the types of content where you don't want your ads to appear.

How Performance Max works with Search campaigns and keywords

Performance Max complements existing Search campaigns and respects your keyword targeting.

If the user's query is identical to an exact match keyword in your Search campaign, the Search campaign will be prioritized over Performance Max.

Search themes have the same prioritization as phrase match and broad match keywords. Learn more About keyword prioritization within a Google Ads account.

Your Performance Max campaign may sometimes show for branded keywords in your Search campaign, even if those keywords are set to exact match (for example, if your Search campaign is limited by budget or if the targeting is stricter). If this happens and you want to prevent this overlap, you can use brand exclusions within Performance Max or add those keywords as negative keywords in your Performance Max campaign.

For advertisers with online sales goals using a Merchant Center feed

Before you begin

Make sure your Merchant Center account is set up with the required product information, such as business details, tax information (US only), verified and claimed website, shipping settings, feed with all of your product information. Learn more about how to Sign up for Google Merchant Center.

Make sure your Google Ads account is linked to your Merchant Center account. Learn more about how to Link a Google Ads account to Merchant Center.

How to integrate with third-party platforms:

Note:

For advertisers with store goals

Here are some reminders for advertisers with store goals:

Any advertiser with store goals and local contacts or directions set up as a conversion goal can create a Performance Max campaign.

Advertisers who formerly used Local campaigns can continue optimizing to offline goals using Performance Max campaigns with no additional budget or inventory required.

For advertisers with travel goals

Related links

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Performance Max campaigns: General concepts video For subtitles in your language, turn on YouTube ca

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In today’s volatile global environment, rising nationalism, trade tensions, and regional instability are becoming more frequent and unpredictable. These geopolitical developments can rapidly escalate into crises that dominate news cycles, disrupt markets, and shift public sentiment.

Traditionally, communications professionals and marketers have monitored such events to determine when to pause paid media or issue public relations statements. However, the scope and frequency of these disruptions are increasing, requiring a more proactive and strategic approach.

Impacts:

Marketing and communications teams are likely to broaden their monitoring efforts to include a wider range of geopolitical risks—such as protectionist policies, tariffs, and regional conflicts—especially in response to growing concerns from CEOs and consumers.

To mitigate risk and maintain relevance, brands may shift toward more localized marketing efforts, tailoring messaging and campaigns to specific regions. This approach helps ensure cultural sensitivity and operational continuity in the face of global uncertainty.

Teams may also invest in real-time risk intelligence tools and scenario planning to respond swiftly to emerging geopolitical events, minimizing reputational and financial damage.

Evidence:

https://ceocouncil.wsj.com/event/ceo-council-summit-10/

https://www.forbes.com/sites/edwardsegal/2025/01/13/the-risks-that-surveyed-executives-are-worrying-about-the-most-in-2025/

https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2025/06/03/the-strategic-imperative-mitigating-the-impact-of-tariffs-and-global-economic-volatility/

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The Wall Street Journal’s CEO Council will meet in June 2025 to discuss the changes in America’s economic, business and social landscape.

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Privacy regulations such as GDPR and CCPA have been topics in marketing analytics for years now, however, as more regulations are adopted the landscape is becoming harder to navigate.

"Data governance is a red-hot sector, with one analytics firm predicting that it’ll be worth $6 billion by 2026", according to TechCrunch. Startups who focus on compliance management will be at the forefront of innovation in this sector.

Impact:

We are likely to see a rise in privacy management software for all size companies in addition to dedicated agencies and/or team members specially trained in data privacy compliance serving small to mid-sized companies.

Evidence:

https://techcrunch.com/2022/06/08/data-governance-startup-immuta-lands-100m-to-pursue-acquisitions/

https://www.forrester.com/report/modern-privacy-requirements-change-the-paradigm-for-marketing-and-advertising/RES136528

https://www.forrester.com/blogs/predictions-2025-cmos-b2c-marketing/

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Data governance startup Immuta lands $100M to pursue acquisitions

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Immuta, a company providing data governance software and services, has raised $100 million in a venture funding round that values it at around $1 billion.

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Misleading environmental claims are coming under scrutiny with the Advertising Standards Authority cracking down on greenwashing.

Impact:

Marketers are looking to use data as proof of sustainability efforts as opposed to broad terms such as 'eco-friendly'.

Evidence:

https://www.forbes.com/sites/simonmainwaring/2025/01/30/why-sustainability-is-critical-for-business-success-in-2025-and-the-data-to-prove-it/

https://sustainablebrands.com/read/shining-light-business-benefits-sustainability

https://www.forbes.com/councils/forbescommunicationscouncil/2025/04/29/12-expert-strategies-to-master-green-marketing-and-avoid-greenwashing/

https://www.marketingweek.com/climate-attitudes-changing-opportunity/

https://www.forbes.com/sites/dianneplummer/2025/02/07/green-or-greenwashed-5-ways-to-spot-truly-sustainable-products/

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Why Sustainability Is Critical For Business Success In 2025 (And The Data To Prove It)

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In the context of concurrent geopolitical, climate, and policy challenges, the business case for sustainability is clear and compelling.

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A new global study found that young adults are feeling worse than any other age group, something we haven’t seen before. In countries like the U.S. and U.K., what used to be the happiest stage of life is now marked by loneliness, anxiety, and disconnection. Researchers say too much screen time, fewer real-world friendships, and a loss of shared purpose are part of the problem. Their advice? Help young people build meaning, real relationships, and a stronger sense of belonging.

Impacts:

Young people today aren't just buying a name; they're searching for something that hits them as truly honest. Mental health is a big deal for them, so it's no surprise they're moving towards smaller, more personal settings, paying attention to voices they actually trust, and vibing with messages that are just plain real, nothing overdone.

Evidence:

• https://hfh.fas.harvard.edu/global-flourishing-study

•https://www.dailytelegraph.com.au/lifestyle/study-finds-young-people-arent-as-happy-as-they-used-to-be/news-story/98cf71c1cdbeeb6e9a2c01a9cc218c50?utm_

•https://www.ajc.com/wellness/2025/05/global-data-shows-young-adults-are-struggling-more-than-ever/?utm_

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Young adults from around the world are struggling.

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Gen Z and Gen Alpha are actively reshaping social norms by prioritizing authenticity, emotional expression, and inclusivity. They are more open about mental health and advocate for well-being over traditional measures of success like wealth or status. These generations are unafraid to question authority and challenge outdated systems, including rigid gender roles and career expectations. They’re globally connected and highly aware of social issues. They're also redefining identity norms, with a growing acceptance of diverse gender and sexual identities.

Some signals of how these groups are different are seen in the way others see them in the workforce as 'lazy'', how many are choosing to not attend traditional 4-year colleges, and instead of traditional careers wanting greater purpose .

Evidence:

https://www.theguardian.com/education/article/2024/may/19/gen-z-trade-school

https://www.investopedia.com/gen-z-wellbeing-over-wealth-11721072

https://www2.deloitte.com/us/en/pages/consumer-business/articles/understanding-generation-z-in-the-workplace.html

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Just this past week I stopped by a local convenience store around 6am for a coffee before a long drive. The store at that time was - unsurprisingly - filled with contractors doing the same before their early-morning jobs started. Most of the contractors that I saw were younger and in their 20s. It was noticeable. And apparently, I'm not the only one noticing.

According to a recent article in the Wall Street Journal, a growing number of gen-Zers are flocking to the construction trade.

"Enrollment in vocational training programs is surging as overall enrollment in community colleges and four-year institutions has fallen," writes Te-Ping Chen. "The number of students enrolled in vocational-focused community colleges rose 16 percent last year to its highest level since the National Student Clearinghouse began tracking such data in 2018. The ranks of students studying construction trades rose 23 percent during that time, while those in programs covering HVAC and vehicle maintenance and repair increased 7 percent."

Why the surge? There are some obvious reasons including the ridiculously high cost of tuition and a declining return on investment. By comparison, a two-year course at a trade school virtually guarantees a young plumber, electrician, welder or carpenter a job for life in an industry that is woefully understaffed and grappling with a housing shortage not seen in recent memory. Although physically demanding, most construction jobs start early and also end earlier in the day. The work is varied and challenging. The demand for these workers is high. And if there's a desire to be entrepreneurial and start one's own business, the construction industry is a trade with a low barrier to entry and a higher probability of building an asset of value with relatively little risk.

So why is it just recently that so many younger people are replacing a college education with these technical skills? I blame it on us, the parents. We're the ones who have been overpaying for our kids' education.

Almost 10 years ago I sent my three kids to overpriced schools. And why? Because my ego is too big. I whined and grumbled about the high cost of tuition and I knew that the education they were receiving did little to prepare them for their real-world job responsibilities. But how could I tell my friends and neighbors in our middle-class suburban community that my children would be attending a - gasp! - community college or a technical school? Oh, the shame!

"They must be having financial troubles if they can't afford a college," our friends would say. "I always knew those Marks kids weren't so smart!"

My ego was too big and my self-confidence was too low. I know others who felt the same way. So we paid through the nose for colleges where our children - who had a great time, mind you - but spent more of that time at home or drinking beer than in the actual classroom. Lesson learned. The good news is that some parents - and their kids - are learning.

"I'll be honest, it took me a little bit mentally to get on board," one mother, who studied drama and art history before obtaining an MBA (imagine what that cost!), said in the Wall Street Journal article. But she soon realized the benefits.

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All of this presents a great recruiting opportunity for companies in the construction field. And many of my clients and friends in this industry are jumping on it. They're partnering with local high schools and offering apprenticeships, summer jobs and other opportunities to give students a taste for the work and a vision of the opportunities. There's still a labor shortage, but the numbers are improving. And more technical degrees in engineering are still a good option for students that enjoy that kind of thing.

The construction and contracting field is a great career path for gen-Zers, and that's great news for many of my clients in this industry. Judging by the early-morning crowd at the convenience store, it's also a very encouraging and hopeful sign that younger generations are smart enough to realize the opportunity.

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Gen-Z students are choosing a trade over college. That shows they're smart

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Young people are increasingly opting to train as plumbers, electricians, welders and carpenters and similar vocations

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Many consumers, especially pockets of Gen Z, are revolting against digital technologies like smartphones and social media, and opting instead for analog experiences, simplicity, privacy, and connection.

Some signals of this change are the rise of "dumb" phones and digital cameras, "digital minimalism," underconsumption-core, and a growing interest in analog hobbies like collecting vinyl records.

Impacts:

How might marketers design products and experiences that resonate with consumers' desire for alternatives to digital, including those that incorporate more authentic human connection?

Evidence:

https://www.wired.com/story/digital-natives-gen-z-underconsumption-no-tech/

https://www.statista.com/chart/7699/lp-sales-in-the-united-states/

https://www.adweek.com/creativity/heineken-bodega-boring-phone-gen-z/