News 12.07.2024

Need to Know

UK's Eton College bans smartphones in schools, Peroni taps F1 driver Charles Leclerc and new report reveals payday spending patterns

Peroni Nastro Azzurro 0.0% taps F1 driver Charles Leclerc as first brand ambassador

Italy – Peroni Nastro Azzurro 0.0% unveiled a new campaign titled ‘0.0% to 100%’, starring F1 driver Charles Leclerc and offering a glimpse of his life off the track.

Set in Lake Como, Italy, the initial video of the series is intended to launch the ambassadorship and debut Charles Leclerc as the new face of the alcohol-free beer brand. The series of short-format videos document Leclerc’s daily life outside of racing, underlining the importance of balancing his high-paced racing career with simple, meaningful moments with family and friends over non-alcoholic Peronis.

This partnership ticks many boxes, tapping into the ongoing convergence of beverage and sports sectors, Gen Z's preference for sober living and the rise of authentic, relatable brand ambassadors. The campaign is sure to land well with the highly contradictory gen Z demographic, who values both high-octane sports and relaxed, alcohol-free lifestyle choices.

Strategic opportunity

Brands can create impactful cross-sector collaborations by aligning with popular sports figures who embody their values, thereby resonating with health-conscious and lifestyle-focused consumers

Eton College bans smartphones in school for new students

UK – British private school Eton College has announced a new policy banning incoming pupils from bringing smartphones to school from September. Instead, the school will provide pupils with basic Nokia handsets for texts and calls only. 

The new policy follows similar initiatives at other schools, such as Brighton College, which will ban internet-enabled phones for year seven pupils, Alleyn’s in Dulwich, which has advised parents to buy 'dumbphones' for their children and John Wallis Church of England Academy in Kent, which requires pupils too place their phones in magnetically sealed pouches.

Despite this, only 11% of schools in England and Wales fully separate students from their phones throughout the school day, underscoring the need for broader implementation (source: Policy Exchange).

 In our Teens, Tech and Tapping Out market report, we analysed the renewed scrutiny on global teens’ relationships with their phones and the smartphone-free zones and detox initiatives being implemented to protect young people’s mental well-being.

The Light Phone III, US

Strategic opportunity

How can you ensure your branded digital experiences are positive, inspirational and life-enhancing for younger consumers, rather than just encouraging mindless scrolling?

Foresight Friday: Dan Hastings, deputy foresight editor

 Zünc Studio for The Future Laboratory, UK Zünc Studio for The Future Laboratory, UK

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas, and virals we’re all talking about. This week, deputy foresight editor Dan Hastings tackles transphobia, Miranda Priestly's comeback and Inside Out 2's suppressed emotions.

: As two trans women were just murdered in France this week, I'm reminded of how the vitriol the trans community receives every single day from politicians and transphobes is only the tip of the iceberg. Mirror on Transgender People, a new report by Channel 4, shows that just one in every 10 transgender people feels brands are supportive of their community. It also indicates brands are reluctant to work with members of the community due to fear of backlash. To the brands that just celebrated Pride Month and put rainbows everywhere on their socials, I say: you're either with or against us. There is no LGB without the T 

: A sequel? For spring? Groundbreaking. The iconic 2006 comedy The Devil Wears Prada is getting its own sequel with key cast and crew widely expected to return, including Meryl Streep, Emily Blunt and director David Frankel. As a proper Millennial who is into fashion, I find this movie so sacred that I wonder if it really needed a sequel. This overconsumption mindset for content does not always bring quality to our screens

: In other news, Vox's analysis of the success of Sonny Angels is a fascinating read; I highly recommend this Ted Talk from luxury thought leader Rylé Tuvierra on how she was detained and molested in Dubai for being trans despite her accomplishments and Nicolas Cage being ‘terrified’ of AI after being digitally scanned for Spider-Man Noir is very relatable. ‘I don’t want you to do anything with my face and body when I’m dead,’ he said. That's why we need more responsible AI! 

Quote of the week

'Maybe this is what happens when you grow up. You feel less joy'

Amy Poehler as Joy in Inside Out 2

Stat: New report reveals payday spending patterns

Photography by Mikhail Nilov, US Photography by Mikhail Nilov, US

UK – Consumer spending spikes by 33% on payday and remains elevated for another day before returning to normal levels, according to InMarket’s 2024 Payday Insights Report. This study, which analysed spending patterns from April 2023 to April 2024, highlights the significant impact of paydays on consumer behaviour.

The report reveals that 78% of people live pay cheque to pay cheque, a statistic derived from a 2023 Payroll.org survey. This financial reality contributes to the surge in spending observed on payday and the following day.

The largest payday expenditures occur at restaurants, grocery stores and petrol stations. Notably, restaurants also see a significant increase in spending (+25.6%) the day after payday, indicating that people are treating themselves by dining out.

After covering essential expenses such as food and petrol, consumers tend to indulge in more discretionary purchases. Bookstores experience a whopping 230% increase in spending, followed by cruises (+55%), auto-related expenses (+54%) and beauty products (+51%).

The report underscores the growing importance of bi-weekly pay cheques as employees navigate rising costs for essential items. This trend highlights the ongoing financial pressures faced by many amid a cost of living crisis, as they strive to manage their budgets effectively.

Strategic opportunity

In addition to flexible pay options, consider how you can support your employees who are feeling financially strapped through offering wellbeing support, on-site financial advisers or partnering with local businesses to offer discounts

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