News 13.01.2025

Need to Know

Audi Vietnam turns to neuroscience to sell cars, Beats of Meow believes Web3 record labels can empower artists and why Japan’s birth rate could result in just one child remaining by 2720.

Audi Vietnam brings neuroscience to the car-buying experience

Audi Q8, Vietnam

Vietnam – Audi Vietnam is redefining the car-buying journey with an innovative campaign for its Q8 SUV, blending neuroscience with emotional decision-making.

In collaboration with Happiness Saigon, the campaign uses EEG (electroencephalogram) technology to track brain activity during key moments of interaction with the Q8. Drivers wear specialised headsets while engaging with the car’s features, from the steering wheel to the test drive, as the EEG measures emotional responses including excitement and attention.  

‘Instead of the owner choosing their car, we also let the car choose its owner,’ explains Jazz Tonna, creative director at Happiness Saigon. Ferry Enders, managing director of Audi Vietnam, adds: ‘We want our customers to feel that Audi DNA and know instantly when the Q8 is their perfect match.’

By placing emotion at the centre of decision-making, Audi Vietnam’s neuroscience-driven approach transforms car selection into a deeply personal journey, ensuring buyers find a true connection with their perfect vehicle. Find more insights on what’s new and next in automotive in our Mobility topic.

Strategic opportunity

Explore the integration of neuroscience tools such as EEG to capture emotional responses during customer interactions with products. Use these insights to design emotionally resonant products and services

BeMeow redefines music with blockchain and meme culture

Germany – BeMeow (Beats of Meow), a pioneering web3 record label, is set to redefine the music industry by merging blockchain technology, artificial intelligence and meme culture. Positioned as the first community-driven music label of its kind, BeMeow aims to revolutionise artist compensation and fan engagement through its innovative ecosystem.

Unlike traditional models that rely on NFTs, BeMeow tokenizes music as memecoins on the Solana blockchain, allowing each song to have its own trading chart. Trading fees from these tokens generate revenue to support independent artists. Funds are then invested in initiatives such as music festivals, club events and collectible vinyl records using digital ownership. These vinyl NFTs provide passive income streams by sharing royalties and trading fees with collectors.

Future plans include introducing copyright tokens, music index tokens and a dedicated music token exchange, positioning BeMeow at the intersection of music, technology and culture.

LS:N Global has previously explored the transformative potential of web3 in fostering communities where individuals with shared interests can connect and take ownership of NFTs, products and peer-to-peer exchanges. This concept was highlighted in our Black Art Matters in Web3 interview with British artist Nubianizm.

BeMeow, Germany

Strategic opportunity

Consider how your brand can develop blockchain-based marketplaces to tokenize content, retain control of your intellectual property and directly engage with fans

Stat: Japan’s birth rate crisis could result in just one child remaining by 2720

The North Face Maternity Collection SS22, Japan
The North Face Maternity Collection SS22, Japan

Japan – Japan’s declining birth rate could create a scenario where only one child under the age of 14 remains in the nation by 2720, warns Hiroshi Yoshida, a professor at Tohoku University’s Research Center for Aged Economy and Society. His projection, based on an annual 2.3% decline in the child population, moves the timeline forward by more than a century compared to earlier estimates.

Yoshida’s analysis underscores a broader demographic crisis, with Japan’s birth rate dropping to a historic low of 1.2 live births per 1,000 population in 2023. Tokyo’s rate has fallen below one for the first time, illustrating the stark disparity between urban and rural population dynamics.

A significant factor in the decline is the decrease in marriages. Government data reveals that, as of 2020, 28% of men and 17.8% of women aged 50 had never been married – a sharp rise from 5.6% and 4.3%, respectively, in 1990.

To combat these trends, policymakers are exploring initiatives such as promoting dating apps. Notably, the Tokyo Metropolitan Government has launched its own app to encourage young people to find partners and to foster a cultural shift towards marriage and family formation. Find more insights about Japan in our Emerging Youth: Japan report. 

Strategic opportunity

Japan’s ageing population represents swathes of opportunities for technologies and services, such as robotics and AI. Consider how healthcare robots, home automation or telemedicine platforms can address the needs of the increasing number of older people

Previous News Articles
Louis Vuitton brings La Beauté to life with immersive Soho pop-up

News

Louis Vuitton brings La Beauté to life with immersive Soho pop-up

Louis Vuitton has marked the launch of its first cosmetics line with a limited-time pop-up in New York’s Soho, transforming 104 Prince Street into ...
Retail : Luxury : Beauty
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday
Stat: US adults are losing confidence in capitalism 

News

Stat: US adults are losing confidence in capitalism 

Stat : Statistic : Money
Knight Frank’s research signals the rise of wellness in luxury real estate

News

Knight Frank’s research signals the rise of wellness in luxury real estate

In The Residence Report, released in September 2025, global real estate consultancy Knight Frank explores the future of luxury residential developm...
Luxury : Real Estate : Wellness
Nike changes Just Do It to Why Do It? in new campaign

News

Nike changes Just Do It to Why Do It? in new campaign

Nike has re-imagined its iconic Just Do It slogan for today’s athletes with the launch of its latest campaign, Why Do It? 
Visual : Nike : Campaign
New Zealand’s Department of Conservation merges sustainability and local pride

News

New Zealand’s Department of Conservation merges sustainability and local pride

The Department of Conservation in New Zealand has unveiled a three-year campaign with Deloitte Digital and Deloitte’s Sustainability and Climate te...
Conservation : National Branding : New Zealand
Stat: The majority of Gen Alpha consumers buy clothes to create content

News

Stat: The majority of Gen Alpha consumers buy clothes to create content

Clothing retailer PacSun’s study of more than 6,000 Gen Z and Gen Alpha consumers in the US reveals how fashion purchases are increasingly made for...
Gen Alpha : Fashion : Retail
John Lewis celebrates 100 iconic products for its centenary

News

John Lewis celebrates 100 iconic products for its centenary

John Lewis is marking 100 years of its Never Knowingly Undersold promise with a new multi-media campaign created by advertising company Saatchi &am...
Brand Heritage : Heritage : Branding
Monzo tackles financial literacy with The Book of Money

News

Monzo tackles financial literacy with The Book of Money

British online bank Monzo has launched The Book of Money in response to research showing that half of Britons (51%) feel they are not reaching thei...
Finance : Gen Z : Education
Stat: Light preventative personal care routines on the rise

News

Stat: Light preventative personal care routines on the rise

Kenvue, owner of brands including Neutrogena, Aveeno and Listerine, has launched A New View of Care: The Power of Personal Care Routines, a global ...
Stat : Statistic : Health
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN