LSN : News : Stat: Mars’ study reveals strong pet devotion

Camdom is the world’s first digital condom for safer intimacy

Camdom by Billy Boy, Germany

CAMDOM by BILLY BOY, Germany

Germany – This Sexual Health Awareness Month, condom brand Billy Boy and creative agency Innocean Berlin unveiled Camdom, an app that acts as a digital condom, safeguarding users from non-consensual recordings during intimate moments. By blocking all cameras and microphones when two smartphones are paired, Camdom tackles the growing issue of non-consensual content leaks, which can cause lasting emotional harm.

‘Smartphones have become an extension of our bodies,’ said developer Felipe Almeida in a press release. He noted the app’s ability to ‘block your camera and mic simply through Bluetooth’. If a user tries to bypass the block, an alarm alerts both parties, ensuring accountability.

Alexander Strümann of Billy Boy added: ‘We wanted to protect the digital generation from a threat that a traditional condom can’t tackle.’ Promoted across social media, podcasts, and billboards near nightclubs and universities, Camdom is available on iOS and Android, extending protection to multiple devices simultaneously.

For more best-in-class examples of technology designed for young people’s wellbeing and safety, head to our Teens, Tech and Tapping Out report.

Strategic opportunity

Explore apps or tools that use Bluetooth or similar tech to verify mutual consent before enabling sensitive features, such as camera or microphone access, especially in shared or intimate settings

Resting Reef memorialises pets as eco-friendly marine reefs

Resting Reef by Aura Murillo and Louise Skajem, UK

Indonesia – Eco-friendly funeral company Resting Reef has launched a pet memorial service that blends pet ashes with crushed shells to create eco-friendly underwater urns.

Designed to combat the decline in oyster and coral reefs, these memorial reefs support marine life by mimicking natural textures that attract and shelter organisms such as corals and algae.

The ocean cemetery is currently located in Tianyar Bay and Tulamben Village, north Bali, an area which has experienced decades of reef damage due to unsustainable fishing and coral mining. The service will regenerate marine ecosystems, sequester carbon and prevent coastal erosion while fostering biodiversity in ocean sanctuaries. The conservation initiative also offers employment to the local community and is endorsed by the UN Ocean Decade.

Beyond pets, our Death Positivity Market dives into the brands working to transform end-of-life planning through more progressive and positive funerals.

Strategic opportunity

As people increasingly seek sustainable and creative end-of-life choices, brands should look to reframe death as a means of giving back to the planet, honouring personal values and creating a lasting positive impact

Netflix new unveils Moments feature to save and share scenes

Global – Netflix has launched a feature called Moments, allowing subscribers to bookmark, save and share their favourite scenes from shows and movies. The feature is rolling out globally and aims to boost viewer engagement and compete with platforms such as YouTube.

Viewers can save clips using a Moments button located at the bottom of the screen, enabling easy access to their chosen scenes for rewatching and sharing across social media platforms including Instagram and Facebook. ‘You can share a Moment as you create it or, from the My Netflix tab, you can select a scene and tap to share it across all of your platforms,’ the company explained. This marks a significant shift from Netflix’s previous technology against screenshotting and sharing scenes.

The rollout coincides with Netflix’s new global brand campaign It’s So Good which highlights iconic moments featuring personalities like Cardi B and Simone Biles. Designed to help fans relive memorable scenes and discover new favourites, Moments can enhance the way viewers connect over the stories they love.

For more insights into all the latest news, microtrends and behaviours shaping the media explore our Pop Culture & Media section.

Netflix branding by Studio Nari, UK

Strategic opportunity

Leverage content and encourage viewers to create and share their content or personal highlights from your platform. This could amplify brand visibility and foster community interaction

Stat: Mars’ study reveals strong pet devotion

Louis Vuitton spring/summer 2025 DOG LVers Men’s Pre-collection, France

Global – Mars has unveiled ‘the largest global pet parent study to date’ of more than 20,000 pet owners across 20 countries. With a growing population of over one billion pets worldwide, 56% of people are now pet parents, and nearly half (47%) of these are first-time owners.

The Global Pet Parent Study also highlights a powerful emotional bond with animals, as 37% of pet parents consider their pets to be the most important aspect of their lives, with this sentiment rising to 45% among Gen Z and 40% among Millennials.

The study notes that cat ownership slightly surpasses dog ownership globally, with men making up 52% of cat owners. These findings align with the DINKWAD economy trend we first identified in our Innovation Debrief 2024–2025.