An exhibition set to open in London invites true crime fans to explore some of history's most famous serial killer cases. While people are seeking greater immersion in the content they consume, concerns are being raised over the ethics of real tragedies as entertainment.  

Serial killer exhibition to open for true-crime fans

As ongoing financial pressures put a squeeze on British nightlife, traditional pubs are growing in popularity among Gen Z. With young people on the hunt for community connection, so-called ‘old man pubs’ are satisfying a demand for more authentic and cost-conscious social experiences.

British Gen Zers are reviving the old man pub

As the stigma of single dining fades, more Americans are choosing to dine out alone for convenience, exploration, and personal time. Signaling desires for autonomy and self-care, the shift presents restaurants with opportunities to create accommodating and personalized experiences for solo diners.

Americans are dining out alone more than ever

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



Monocle eyes airport shopping rituals in Frankfurt

Arsenal Football Club has released Black Arsenal, a book celebrating the club’s connection to Black British culture. As the world of sports reckons with polarisation and disparity, brands can actively engage with people by emphasising the value of community and championing diverse stories.

Black Arsenal celebrates football club’s diverse history

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

Nike exhibition offers immersive cultural status to fans

Research has found that social media posts of a destination can make the spot less appealing to other visitors. With digital discovery placing much of the world at our fingertips, exclusivity is harder to attain, and people are looking for choices off the beaten path to signal their individuality.

Destination selfies deter potential visitors

The social enterprise Plate It Forward brings community to the kitchen by providing a safe working space for some of Australia’s marginalised individuals. Dining there means donating a meal to someone in need, touching on Australians’ core values and connecting with them beyond just a transaction.

Why Plate It Forward serves expat cuisine for an Aussie cause

In a stagnating toy market, LEGO has managed to remain relevant in modern times. Enjoyed by both adults and kids alike, the beloved bricks demonstrate how to engage cross-generational fans across multiple platforms through contemporary collaborations and consumer co-creation.

How LEGO engineered enduring appeal in the digital era

The Ladies League is the first sports bar in Sydney specifically designed for women, aiming to provide a welcoming and inclusive space for fans of women's sports. It meets a deeply felt need for spaces where women can enjoy sports free from the male gaze and feel genuinely welcomed and comfortable.

The Ladies League offers a safe space for women's sports

Chinese youth are showing renewed interest in traditional culture and spirituality in an attempt to regain a sense of stability. As discussions around death become gradually more open, funeral handcrafts are providing a meaningful way for Gen Zers in China to connect with heritage.

Chinese Gen Z rediscover traditional funeral art

The Indian plant-based meat company has released an ad that stars renowned cricketer Virat Kohli and Bollywood actress Anushka Sharma. The country’s burgeoning middle class is hungry for plant-based nutrition, and celebrity influence is driving the shift towards premiumisation in the space.

Blue Tribe’s celebrity appeal courts the vegan-curious

A group of Brooklyn mothers have forged a supportive network at the local skate park, taking a more inclusive approach to the sport. Born of desires to escape responsibility and build community, the grassroots group represents a wider movement to redefine the cultural narrative around motherhood.

Skateboarding offers community for New York moms

For a fourth year, Heinz has pledged support for Black-owned restaurants in the US through its grant program. As people call for more equitable solutions to address diversity issues, brands will be challenged to go beyond virtue-signaling and tackle the systemic causes of disparity.

Heinz renews support for Black restaurateurs in the US

The NFL has kicked off the 2024 season with a campaign that positions football as a force of unity. The campaign shows how DE&I has become baked into the brand’s DNA and looks to demonstrate how narratives of inclusivity can actually help drive resonance in these polarizing times.

NFL ushers in football season with DE&I-focused ad

Stores selling animation and gaming merchandise are gaining popularity among Chinese youth as places to connect with like-minded peers. With fandoms providing a crucial source of community building among Gen Z, ‘Guzi’ stores are generating appeal by creating moments of connection and belonging.

‘Guzi’ stores offer community retail for Chinese youth

Nintendo is launching an immersive exhibition in Japan where fans can experience their favourite games from the company's archive. As attitudes around 'kidulting' evolve, brands can appeal to desires for play and escapism by merging modern technology with nostalgic products or experiences.

Nintendo’s Kyoto museum entices nostalgic gamers

High-end restaurants across the UK are increasingly moving away from tasting menus in favour of more flexible, budget-friendly options to accommodate changing preferences and economic pressures. People are seeking out dining experiences that offer value for money and quality amid cost concerns.

High-end restaurants shift to accessible dining menus

The tourism industry has seen a significant resurgence post-COVID-19, with numerous travellers eager for wine-focused experiences. But in this vast opportunity, how can wineries of any size, from small, family-run ventures to larger operations, truly capitalise on it?

Why is wine tourism booming globally?

Battling loneliness and tech fatigue, many Gen Zers are developing bonds with inanimate objects like water bottles, plushies, and journals. What do these emotional support objects reveal about young people’s sense of self and security amid personal, financial, and political uncertainty?

Why Gen Zers love emotional support objects 

Since the 70s, Japan has celebrated Christmas as part of its love for American culture. Despite religious differences, the Japanese adopted a unique holiday tradition that places KFC’s fried chicken at the centre of the holiday table, especially in a culture that loves festivals and convenience.

Why a KFC bucket became a Christmas tradition in Japan

China’s ageing population is a concern for its government, but travel companies are excited about the opportunities around older travellers and domestic tourism. Catering to renewed desires for adventure, providers are adjusting their services to tap into a potentially lucrative consumer base.

‘Silver travel’ primed to boost China’s domestic tourism

The Casbah Coffee Club in Liverpool, where The Beatles played their earliest gigs, has been turned into a Beatles-themed Airbnb. The accommodation, run by original drummer Pete Best, gives fans of the band an authentic, immersive experience at a historic venue, speaking to nostalgia and escapism. 

Historic Beatles venue offers fans immersive escapism

Overtourism is driving travel companies to invest in secluded spots for resorts, and sales of private islands have spiked since the end of the pandemic. As travelers turn to more off the beaten track destinations, brands are looking to take advantage of those tired of well-worn vacation spots.

Overtourism is driving a rise in private island vacations

Political polarization, social shifts, and economic pressures are reshaping how Americans celebrate major holidays and personal occasions. Canvas8 spoke to eight people across the country to find out more about how they approach gatherings, hostings and traditions in the shifting world.

How are Americans celebrating special occasions?

As people in the UK continue to grapple with the cost of living crisis, it's having an impact on celebration spending for Christmas, Eid, Diwali and other occasions. Canvas8 spoke to eight people across the country to find out their takes on gift-giving, festive meals and shared entertainment.

How are Britons celebrating special occasions?

Chivas Regal and Arsenal announced a new multi-year partnership ahead of the new football season. With Britons decreasing their alcohol consumption, the whiskey brand is appealing to fans by emphasising the values of community, progressing culture, and celebrating collective success.

Arsenal x Chivas Regal taps into football fan community

Southwest Airlines is teaming up with ten content creators to appeal to Gen Z shoppers on social media. As young people increasingly rely on social media for purchase decisions, they want brands to partner with creators who can authentically represent their products beyond the price tag.

Southwest Airlines sets sights on Gen Z social shoppers

Spending on wellness tourism is soaring as health-conscious individuals splash their cash in the pursuit of longevity. But with advancements in healthcare technology advancing at a rapid pace – incorporating everything from biohacking to hormone tracking – how can hospitality destinations keep up?

How will technology change the future of wellness travel?

A budding online community is forming around cozy gaming – a genre of low-stakes, non-violent video games designed for relaxation. As myriad global crises drive stress levels to new heights, people are retreating into calming hobbies and re-centering their pastimes around community and wellbeing.

Cozy-gaming community spotlights escapist hobbies

The singer’s music video is facing potential legal action for possible damage to the protected dunes of S’Espalmador in Spain. With ongoing shifts in artist-fan relationships, people are expecting their favourite artists to use their platform for social and environmental good.

Katy Perry’s comeback further mired by eco legal action

Axis Bank has joined hands with Visa to launch Primus, a premier credit card for India’s ultra-high-net-worth individuals (UHNWIs). As luxury appetites mature, affluent Indians will expect brands to offer insider, bespoke products and services that centre on one-of-a-kind experiences.

Axis Bank unlocks VIP experiences for India’s UHNWIs

In 2024, Australians will navigate the balance between their deeply held values and economic realities. While their decisions mirror their desire for societal change, the cost of living crisis has shifted priorities. How do these dual realities shape people’s lives and decisions amid trying times?

A Cultural Snapshot of Australia: 2024

The Mid-Autumn Festival's influence stretches globally, touching billions of people of Chinese descent. Specifically, Southeast Asia houses the largest concentration of China's diaspora. What do the region’s localised celebrations of the event look like, and how can brands connect with its citizens?

How have Southeast Asians localised the Mid-Autumn Festival?

American athletes at the Paris Olympic Village were surprised to discover they could access free healthcare services during the 2024 Summer Games. The revelation sparked viral discourse about healthcare accessibility, presenting an opportunity for brands to address current gaps in the system.

Free healthcare at Olympics sparks viral discourse in US

The China Film Co. has partnered with a national broadcaster to air the 2024 Paris Olympics in cinemas across the country. As economic pressures force young people into smaller home environments, Gen Zers are embracing the event, viewing opportunity as a much-needed third space.

Chinese Gen Z choose to watch the Olympics in cinemas

Breaking made headlines in its Olympic debut, but perhaps not for the reasons many had hoped. Organisational issues and unconventional moves dominated conversations, highlighting the challenges of establishing cultural relevance – especially during mainstream sporting events.

Breaking fails to land cultural relevance at Olympics

As Gen Zers engage with slower, mindful lifestyles, phillumeny – the art of collecting matchboxes – is increasingly gaining popularity. Driven by a desire for connection and shared memorabilia, people are looking for brands that can bring discovery and adventure to niche interests.

Matchbox mania speaks to Gen Z love of memorabilia 

Chipotle has collaborated with Wonderskin for Lipotle, a so-called 'burrito-proof' lip stain, just in time for National Avocado Day. Unconventional collaborations are growing as a way for brands to get attention, particularly as Gen Zers lean into increasingly messy eating behaviors.

Chipotle unveils smear-free lip stain for burrito lovers

The city of Madrid has launched a new initiative aimed at reviving public interest in reading. With many people growing fatigued with time spent on social media, brands can harness the power of interactive storytelling and experiential activation to further immerse people in new worlds.

Decline in reading takes book culture outdoors in Madrid

Airbnb has partnered with By Rotation to offer free dress rentals with accommodation for wedding guests abroad. Amid soaring wedding costs, people are increasingly seeking out integrated, eco-friendly solutions that combine travel and fashion needs while reducing expenses.

Airbnb offers outfits to rent for destination weddings

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

How might legal cannabis change socialising in Germany?

Japan’s fast-food industry is a fascinating landscape where historical roots and modern innovations merge. From the early days of speedy dining to the fusion of flavours and the focus on healthy food, it highlights exciting opportunities for creative culinary innovation and global expansion.

What are Japanese people craving for in their fast food?

Athletes with eye-catching manicures have been driving fan hype at the Olympics. As people crave connection with idols, a new mode of sports fandom is emerging that celebrates both performance and personality. The evolution makes room for partnerships that platform self-expression among athletes.

Olympic manicures speak to shifting sports culture

After becoming a mother, seven-time Olympic champion Allyson Felix has partnered with Pampers to create a nursery for the Paris 2024 Olympic Village. This historic initiative is designed to help athletes balance their sporting careers and parenting responsibilities during the Games.

Olympic nursery redefines motherhood in sports

AC Milan has announced a groundbreaking new maternity policy to ensure the safety of its female players and staff through pregnancy. It's a step towards safeguarding equity in football, making it an environment where everyone can feel free to make important personal decisions. 




AC Milan launches maternity policy for players and staff

Expedia, Wells Fargo and Mastercard have unveiled two new co-branded credit cards offering enhanced benefits for U.S. travelers. As people continue to prioritise experiences over material goods, they're seeking more holistic loyalty programs that integrate seamlessly into their lifestyles.

Expedia travel credit card rewards everyday spenders

The British Show Pony Society has pledged its commitment to support hobby horsing, a rising sport popularised in Finland and gaining traction among the youth. The initiative highlights the power of subcultures in connecting people through shared interests and emphasises the joyful aspects of sports.

Hobby horsing entices Gen Alpha sports buffs

Women's sports are growing in popularity, giving rise to new fandoms and a desire for mainstream sports spaces that cater to the needs of a new cohort of women's sports fans. 'Watch Me!' Sports Bar is one of the few places in the US that focuses specifically on the needs of women sports fans.

'Watch Me!' Women's sports bar appeals to growing fandom

Caitlin Clark's meteoric rise in women's basketball is reshaping sports stardom. Her authentic approach and cross-industry appeal are challenging traditional narratives around fandom – influencing brand partnerships, and reflecting shifting audience values, particularly among young Americans.

How Caitlin Clark marries basketball with youth culture

Kunstmusuem Den Haag is inviting people with dementia to a multi-sensory tour so they can experience art alongside their loved ones. People's perceptions of the syndrome are shifting, and the museum's move highlights the power of creativity in forging new bonds and boosting mental stimulation.

Dutch multi-sensory gallery supports people with dementia

With the cost of childcare stretching holiday budgets, many British parents are having to rethink traditional summer fun and find alternative ways of getting a break. With financial challenges for parents ongoing, brands have an opportunity to rewrite traditional rituals with cost front of mind.

UK parents rethink summer fun amid high living costs

British drinking habits are shifting, with low- and no-alcohol beers gaining popularity during sporting events. The shift represents a departure from the stereotypical image of rowdy, intoxicated British sports fans, with many opting for sobriety without compromising their passion for the game.

British football fans drive sales of alcohol-free beer

Chinese collectible toy retailer Pop Mart has opened its fourth store in Paris at the Louvre. As the blind box frenzy hits European shores, character goods lovers are seeking out immersive retail experiences that bring the joys of kidulting to life and enrich their engagement with IP worlds.

Pop Mart’s Louvre store sets sights on European kidults

Mattel and the American Foundation for the Blind have launched the first-ever Blind Barbie. The doll features elements that represent low-vision and blind people, appealing to demands for better representation on toy store aisles and promoting more empathetic play.

Blind Barbie increases representation in toy aisles

California craft brewery 805 Beer has dropped an documentary-style ad featuring professional surfer Lakey Peterson. The ad is reflective of a broader strategic shift in beer marketing, where brands are honing in on feel-good sports values to align with new generations of mindful drinkers.

805 Beer ad celebrates Californian surf culture 

Loved Before's stuffed animals will be featured in shops across Essex, with the selection of toys reflecting animals and insects in the area. The partnership shows the brand’s commitment to conservation through circular toy practices while also supporting Gen Alpha's discovery of local nature.

Loved Before enters eco-partnership with Wildlife Trust 

Heritage distillery Bushmills has teamed up with golf wear label Malbon to drop a limited-edition streetwear-inspired capsule. With both whiskey and golf becoming increasingly popular among American Gen Y and Zers, brands are carving out a bigger presence in youth culture through novel collabs.

Malbon and Bushmills collab elevates golfing lifestyles 

Asahi has created a Japanese-style claw machine game that can be controlled remotely via smartphone, offering Australian drinkers a fun and unique 'phygital' experience. As drinking preferences and habits shift away from beer, the immersion factor is more important than ever for brands in the space.

Asahi entices Aussie beer drinkers with retro gaming

At the CBeebies Rainbow Adventure in Westfield London, youngsters are transported into the world of their favourite characters during a theatrical playtime experience. As Gen Alpha grow up, there's an appetite for IRL immersive experiences that extend engagement with their favourite shows.

CBeebies Rainbow Adventure puts Gen Alpha in fandom worlds

The Imaginary transports viewers into the magical realm of a child's mind as they play with their imaginary friends. The Netflix film emphasises the significance of imaginary friends in our early years and offers inspiration for brands to boost the power of imaginative and empathetic play. 

Netflix's The Imaginary shows the power of play

Hope & Sesame has found its footing in Guangzhou and has become one of China’s best. The Dongshankou-set speakeasy’s unique approach to unearthing craft cocktails fostered a global following among alcohol lovers, whose preferences continue to shift toward symbolic beverages and brands.

Why Hope & Sesame crafts liquor journeys in urban China

A wave of Olympic athletes are appearing on TikTok with sponsored fashion hauls courtesy of brands like Nike, Ralph Lauren, and Skims. The videos are courting a new generation of social-first sports fans who have come to view sports fandom within broader entertainment terms.

Influencer Olympians unbox sponsored gear on TikTok

Grindr has disabled certain location features in the Olympic Village to protect LGBTQ+ athletes from potential harassment or outing. Brands are increasingly recognising their role in promoting safety and inclusivity, adapting their services to address the complex realities of their global user base.

Grindr tweaks tools to protect LGBTQ+ Olympic athletes 

Bangalore’s annual Gender Bender festival is back for its tenth year. A celebration of identities across the gender spectrum, the festival acts as a platform for India’s gender non-conforming creatives and provides a safe space of solidarity and empowerment for members of the LGBTQ+ community.

Gender Bender fest celebrates gender diversity in India

The local government of Minami-Echizen in Fukui, Japan, has launched a manga-themed campaign that illuminates social issues while promoting tourism. As fandom becomes a way of life for Japan's Gen Z, speaking the language of pop culture will be the default mode of engagement for this audience.




Japan town boosts tourism with socially conscious manga

Researchers at Washington State University have found that a majority of Americans are prioritizing sustainability when traveling. The findings point to a growing aversion to greenwashing claims from companies, as people instead look to support local communities as a sustainable alternative.

Survey reveals American sustainable travel habits 

Convenience has become a north star for travel experiences. Tapping into this, GS Retail is rolling out Trip Pass Cards, which will enable tourists in Korea to use one card for a variety of services, from paying at local convenience stores to transport to getting tax refunds at duty-free shops.

GS Retail makes payments easier for tourists in Korea

Korean animations Heartsping: Teenieping of Love and Bread Barbershop: The Birth of Bread Star will soon be released in cinemas across the country. Animated films are seeing huge success in South Korea among both kids and kidults, regularly outperforming other genres. 

Popular kids' shows come to the big screen in Korea 

Lee Kum Kee has partnered with creative agency Grey Hong Kong to create a retro-inspired convenience store with recipe creator zones, culinary collaborations, and free giveaways. The store shows that even simple cooking ingredients can be made more exciting with sensory experiences.

Lee Kum Kee launches experiential pop-up in Hong Kong

A national survey has found that the number of UK adults reading regularly is declining, with younger adults finding it especially difficult to pick up a book. With many reporting that time scarcity and overwhelming distractions are to blame, there's a challenge – and opportunity – for slow media.

Digital distraction is driving a decline in UK reading 

As part of its 70th birthday promotions, Burger King has launched the 'Balloon Burst' game, which gives members of its loyalty program a chance to enter sweepstakes and earn points. As loyalty programs become the norm, creative routes that leverage deeper participation are becoming more important.

Burger King launches rewards game for 70th birthday

Amid a growing backlash against overtourism, CLIA has warned that some cruise ships may have to avoid some of the world’s most famous destinations. As tensions grow between travellers and local inhabitants, there's a need to provide travel experiences that respect the desires of both groups.

Cruise ships face anti-tourism backlash in Europe

Sweaty Betty has refreshed its brand identity to resonate deeply with the ethos of athleisure wear and active brands centred on female empowerment and fitness. Through a new-age feel and focus on realistic marketing campaigns, it’s encouraging women to get comfortable getting active.

Why Sweaty Betty is using creativity to empower fitness

Ahead of the Olympics, Procter & Gamble has opened a beauty and grooming salon in Paris for athletes and their teams. As hair care becomes an integral step in people's everyday beauty routines, brands have the opportunity to create inclusive solutions for diverse hair needs and identities.

P&G caters to Olympic athletes with diverse beauty salon

Pampers has sought to bridge childcare gaps at the Paris Olympics by opening the first nursery for children of athletes. As people redefine work-life integration, brands can pioneer inclusive solutions that seamlessly blend career and personal ambitions with family commitments to establish trust.

Pampers bridges childcare gaps at Paris Olympics

As inflation keeps people mindful of their budgets, parents are struggling to take kids on holidays during summer vacation. To help kids have a memorable school break, Cadbury Flake – forever associated with summer fun – has launched an initiative to take families to the seaside for free.

Cadbury Flake helps kids make the most of summer break

Athleisure brand Asics is looking to challenge weight loss trends on social media with a new campaign. Centring on body positivity, the campaign emphasises real people’s stories. In doing so, the brand hopes to highlight the positive impact of fitness in a non-toxic way.

ASICS campaign highlights shift in attitudes to fitness

Wu Yanni is China’s top-ranked 100-metre hurdler, but she’s equally known for her sparkly makeup and outspoken interviews. Despite being in the constant limelight, she has earned both praise and controversy among brands and netizens, especially Chinese women who turn to her for beauty inspiration.

How Wu Yanni influences the track of Chinese sports fans

Indian families are dipping into their savings and taking loans to maintain their lifestyle while the youth are finding it tough to get jobs. What do these economic changes mean for the festival where spending traditionally peaks, and how will they reshape the experience of Diwali celebrations?

Economic challenges are changing India’s Diwali festival

Christmas in China is a secular holiday, focusing on entertainment and colourful décor over gift exchanges and religious carols. Moreover, it has become a time for socialising and romance among young Chinese people, presenting opportunities for luxury brands to connect with holiday revellers.

What does Christmas look like in China?

Podiatry hasn't historically packed a cultural punch, but as Vivobarefoot is finding, it has the potential to cut through a crowded sneaker market. With more people interrogating the value of their purchases, tailored and optimised design has taken on new credibility. 

Vivobarefoot champions power of barefoot running 

Aruba has introduced a tourist fee to enhance sustainability and control overtourism. This initiative reflects a broader effort by the luxury resort to balance the economic benefits of tourism with the preservation of natural and cultural heritage for future generations.

Aruba ramps up response to overtourism with new tax 

The Ritz-Carlton Maldives has appointed a sustainability advocate. The move is part of the resort's broader strategy to integrate sustainability into its operations, reflecting a commitment to environmental responsibility and enhancing guest experiences through sustainable luxury​.

Ritz-Carlton Maldives combats cynicism with eco advocate

Francis Ford Coppola has opened the doors to the All-Movie Hotel in Georgia, a space for visitors and filmmakers with on-site production facilities. The venture taps into growing desires for immersive, identity-led travel and luxury experiences driven by niche, insider communities.

Francis Ford Coppola opens movie-themed hotel in Georgia

Fangirls are redefining femininity and emerging as a powerful economic force. From Taylor Swift’s Eras Tour to Barbiecore, they’re driving significant spending, shaping cultural trends, and fostering vibrant communities. How can brands authentically engage with this influential audience?

How fangirls became an economic force

Run clubs are gaining popularity in Australia as a milder way to socialise, fostering connections and friendships better than conventional events. This trend reflects a cultural shift, blending fitness enthusiasm with a solution to digital isolation and fulfilling the need for genuine social bonds.

Run clubs are the new dating apps for Australians

Copenhagen is offering free cultural experiences such as museum tours and art workshops to visitors who take part in climate-friendly activities or choose green transport options. The initiative is part of a broader push towards establishing more sustainable tourism practices in European cities.

Copenhagen trials rewards for sustainable travel

Casa Yuma Hotel in Mexico elevates sustainable luxury hospitality with interiors and architecture crafted entirely from local, natural materials. As demand for authentic local experiences in luxury travel grows, eco-projects like these attract environmentally conscious HNWIs.

Mexican eco-luxe hotel champions native materials

According to new research, high-income holidaymakers in the APAC region are increasingly planning their vacations around culinary destinations, pointing to a shift in priorities for HNWIs. As travelers grow to demand unique experiences, culinary tourism is becoming a major driver for luxury travel.

Culinary tourism is growing in APAC

The geography of jobs is changing, and although it’s not yet clear how things will shake out in the long term, digital nomadism is on the rise – though the stereotype of the White surfer bro coding at the beach is long outdated. So, who are today’s digital nomads and what are their challenges?

How digital nomads are shattering the status quo

Gen Zers are increasingly swapping weekends of hedonism for calmer (and cheaper) alternatives. As anxiety levels rise among young Britons and the lingering effects of the cost of living crisis tighten budgets, how can brands across food, drink, and leisure connect with this quiet cohort?

Why are Gen Zers staying in?

Nursing homes all over China have been transformed into low-cost hostels, attracting the nation’s young and burnt-out working class. More Gen Zers and Yers are shifting their life goalposts to align with their values, driving them to find respite in the pastoral away from the urban grind.

Chinese youth seek solace in repurposed nursing homes

KFC Australia is offering a two-night stay at Colonel Lodge, a holiday-themed accommodation inspired by the festive season. As people seek unique and immersive food-centric experiences, brands can leverage consumers' growing appetites and sense of indulgence by creating avenues to deepen connection.

KFC Australia entices customers with immersive getaway 

The sustainable travel platform Byway is using AI software to streamline flight-free journeys. Heightened eco-awareness has piqued interest in slow travel, and as people seek to remove the friction from sustainable options, brands can help support these values through solutions-based tech.

Byway is leveraging AI to help travellers go green

Tito’s Handmade Vodka has launched a campaign targeting those going on ‘staycations’ this summer, looking to connect with those relaxing at home instead of traveling for holidays. As more people embrace staycations as economic concerns force cutbacks, they’re looking for ways to relax at home.

Tito's Vodka taps into staycation behaviors

Despite a broader decline in UK nightlife, country-influenced nighttime events are gaining momentum among young Britons. The trend speaks to a burgeoning global interest in country music and Western aesthetics, reflecting younger audiences' borderless approach to music consumption.

British youth swap nightclubs for country music events

Scotland Food & Drink has launched a training programme to enhance food tourism in the country. As people increasingly look for immersive culinary experiences that bring them closer to the culture they're visiting, initiatives like this help brands and businesses establish their appeal. 

Scotland Food & Drink helps boost food tourism offerings

Japanese youth are using social media to explore their hobbies and, by proxy, their deepening community engagement to meet new friends. However, they still prefer in-person socialisation over online conversations, causing them to turn to disruptive platforms that are community-centric. 

Japanese youth turn to social media for hobbies

With cannabis undergoing a cultural renaissance and legal transformation, Mesobis is emerging as a standout brand, blending Latin American heritage with modern wellness. It infuses traditional flavors into hemp-derived gummies, leveraging demand for culturally authentic, accessible cannabis products.

Travel and Leisure