Antigua and Barbuda – The Caribbean twin-island paradise turned to sibling rivalry in its latest ad campaign designed by London-based creative agency Motel and Spanish production company Fish. In a film commissioned by the Antigua and Barbuda tourism authority and released in June 2023, islanders argue with one another about which of the two havens is the best destination. From dreamy beaches to parties and drinks, each protagonist highlights countless reasons for tourists to visit their island while gently mocking their competitors.

'The unifying message behind the campaign is 'Why choose when you can have the best of both islands,' said Charles Fernandez, Antigua and Barbuda’s minister of tourism, in a press release. 'Visitors to Antigua are reminded that our sister-island Barbuda is only minutes away and that both offer visitors two unique experiences in one vacation.'

Turning a competitor into a collaborator is part of the emerging strategies we unveiled in our Neo-collectivism macrotrend. United by values of empathy and community, consumers and businesses are shunning individualism in favour of alliances that decentralise industries and redistribute power at scale.

UK – Carra, an AI-driven haircare personalisation platform which analyses data on individual Black hair types to provide tailored product recommendations and routines, unveiled its first Texture Gap report in June 2023 to define and highlight what the type 4 consumer wants, needs and hopes for. The report is powered by Carra's Textured Hair Engine, which maps and aggregates 12m data points from across the web, social media and 2,000 global consumers who signed up on the Carra platform to talk about textured hair.

Carra's research shows that consumers with type 4 hair don’t necessarily trust haircare brands as they don’t feel that formulas are designed with their hair in mind, or that professionals have the right knowledge to deal with breakages or create innovative protective styling, for example.

They are also hyper-aware and resourceful, with the lack of skilled experts pushing them to create DIY products or find alternatives. Carra suggests that haircare brands should look into how to understand, centre, empower, educate and represent type 4 hair consumers. Those who don't are willingly refusing to enter a market estimated to be worth £7.48bn ($9.56bn, €8.75bn). Predicted to grow 4.8% annually from 2023 to 2033, the global textured haircare market could reach £12bn ($15.34bn, €14bn), according to Market Research.

In Third-space Culture, we previously analysed how changemakers including Carra's founder Winnie Awa and Thiiird magazine's editor Rhona Ezuma are championing next-gen talents from Black people, people of colour, queer, trans and non-binary communities as a way to empower these marginalised cohorts. For businesses who dare answer to their specific needs, there are opportunities for additional revenues.

Global – A global survey conducted by Kerry, the taste and nutrition innovator, found that in recent years people are not cutting back on sugar to lose weight but instead are doing so out of consideration for their long-term health. More than seven in 10 respondents said they are reducing their sugar consumption to live a healthier life, and nearly six in 10 said they wished to avoid future medical problems.

The consumer research surveyed more than 12,000 people in 24 countries and offers a roadmap for food manufacturers to consult when deliberating the sugar content in their food items. Survey respondents acknowledged the importance of sugar in giving food and drink items a nice taste. Taking this into account, they also indicated their preference for sweeteners, with 77% of respondents revealing that the kind of sweetener in products is also important to them. Only 30% of consumers surveyed are looking for strictly no-sugar options.

In Total Tastes, we charted the growth of the food-for-function movement and how people are treating their diets as medicine to live better, healthier lives. Our upcoming Beauty, Health & Wellness online event (taking place on 27 June from 4:30pm to 5:30pm BST) will also dissect the desire to elongate our lives and the changes consumers are making to achieve this.