News 28.04.2022

Need to Know

Hyundai strives to make the World Cup more sustainable, 818 transforms tequila waste into building bricks, and tourists crave more spontaneous trips.

Hyundai promotes sustainability goals ahead of World Cup

Goal of the Century by Hyundai and FIFA World Cup 2022, UK

South Korea – As the 2022 FIFA World Cup inches closer, automobile brand Hyundai is launching a sustainability campaign that reminds viewers and fans that the real Goal of The Century should be addressing the climate crisis.

A newly appointed Team Century, comprising ambassadors such as former footballer Steven Gerrard, Korean pop group BTS and fashion designer Jeremy Scott, will push sustainability messages through and beyond the global sporting event. In addition to the powerful marketing campaign, Hyundai plans to provide eco-friendly vehicles for national teams, VIPs and event employees throughout the tournament. There will also be an opportunity for fans to make eco-friendly pledges to correspond with the number of goals scored by their team, adding a filter of fun to fighting climate change.

As football teams continue to rally round social and environmental causes, they are pushing political agendas that are leading consumers and companies to ask can football teams become the next civic brands?

Strategic opportunity

Beyond plastic waste, consider ways in which your company can help make international events like the World Cup more sustainable – such as carbon-friendly transport

Kendall Jenner’s tequila supports rural communities

818 Bricks Program by 818 Tequila in partnership with  SACRED, Los Angeles 818 Bricks Program by 818 Tequila in partnership with  SACRED, Los Angeles
818 Bricks Program by 818 Tequila in partnership with  SACRED, Los Angeles 818 Bricks Program by 818 Tequila in partnership with  SACRED, Los Angeles

Mexico – The influencer's tequila company, 818, is supporting the Mexican communities that produce its agave spirits. Together with non-profit organisation SACRED, Jenner’s brand has been using post-production agave fibres to create adobe bricks, as part of the 818 Bricks Programme initiative. Now, the first bricks are being used to build a school library and a tasting room for a family-run distillery in the Mexican region of Jalisco.

The bricks created through the programme can last up to 400 years if properly maintained, leading to long-lasting infrastructure that makes use of waste materials. Through the 818 Bricks Programme, both the tequila brand and SACRED are bolstering local people’s skills and reviving the ancient tradition of creating adobe bricks. ‘To me, it’s so beautiful that they’re [818] thinking both about, how do we decrease our footprint on the planet and at the same time, how do we improve the communities that are helping us build our business,’ says Lou Bank, founder of SACRED.

As the adjacent market of Modern Mezcal booms, such projects demonstrate how agave-based spirits can maintain their provenance in an ethical and environmentally just way.

Strategic opportunity

Drinks brands that rely on heritage ingredients and processes must find ways to give back to local communities. Consider, for example, creating educational or job-creation schemes related to your product

Climate change education arrives in British schools

UK – Starting in September 2025, British students will be able to study climate change in schools thanks to a new natural history class. The qualification, which will be rolled out across the country, advances the government’s plans to become a world leader in sustainability solutions by 2030.

The class will give students a better understanding of the planet by investigating organisms, habitats, biodiversity and environmental and sustainability issues. As part of the government's efforts to strengthen its resilience against extreme weather events, the programme seeks to equip young people with the skills needed to pursue a professional path in climate crisis mitigation.

In addition to the new class, education secretary Nadhim Zahawi has also announced plans to accelerate carbon literacy programmes for teaching staff and roll out ultra-low carbon education buildings. ‘We are delivering a better, safer, greener world for future generations and education is one of our key weapons in the fight against climate change,’ explains Zahawi.

By elevating education in the Anthropocene era, the UK is addressing the issues that threaten the prospects of its youngest demographic, inspiring a Zalpha Reckoning on the topic of climate crisis.

The Squirrels programme by Scouts, UK

Strategic opportunity

Soon, younger generations will be more knowledgeable on the topic of climate crisis than their older counterparts. How can your company provide young people with the platform to advocate for sustainability?

Stat: Inter-Covid travellers are making last-minute bookings

Garden Home, Airbnb Garden Home, Airbnb

While travel bookings have filled many tourists with heightened anxieties amid Covid-19, research by Captify and Lastminute.com has found that people are embracing last-minute trips. This revival of spontaneous travel comes at a time when pandemic restrictions are largely being lifted, but the risk of catching Covid remains.

According to the research, between 2020 and 2021, flight bookings made less than two weeks in advance rose from 25% to 42% of flight bookings in Europe. This data points towards new opportunities for travel brands, who are well placed to entice customers with spontaneous holiday deals. Fiona Salmon, global vice-president of partnerships at Captify, explains: ‘This research comes at a pivotal moment for the travel industry, as consumer confidence is reaching pre-pandemic levels.’

These insights could lead to a renaissance of our Surprise Destinations microtrend, in which travel operators organised mystery trips for travellers to embrace uncertainty.

Strategic opportunity

With travellers open to last-minute tourism, consider introducing services such as virtual mystery boxes that generate surprise trips or deals

Previous News Articles
Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

News

Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

At Paris Haute Couture Week, Iris van Herpen unveiled Sympoiesis, a collection steeped in material innovation.
Couture : Fashion : Bioluminescent Algae
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about.
Fashion : Luxury : Pop Culture & Media
Stat: Global spending on leisure travel will triple by 2040

News

Stat: Global spending on leisure travel will triple by 2040

A new report by Boston Consulting Group reveals that the global leisure travel market is set to triple in value, growing from £3.51 trillion ($4.25...
Travel : Hospitality : Tourism
Tripadvisor rebranding elevates travellers’ voices

News

Tripadvisor rebranding elevates travellers’ voices

Tripadvisor has unveiled a major rebranding led by creative studio Koto, marking its evolution from a pioneering travel guide into a global booking...
Travel : Hospitality : Design
Atlanta’s first women’s sports bar Jolene Jolene redefines the game

News

Atlanta’s first women’s sports bar Jolene Jolene redefines the game

Jolene Jolene, Atlanta’s first-ever women’s sports bar, is proof that interest in women’s sports is reshaping the traditionally male-dominated spor...
Hospitality : Sports : Leisure
Stat: Gen Z aren’t quitting alcohol after all

News

Stat: Gen Z aren’t quitting alcohol after all

New research challenges the narrative that Gen Z are the sober generation.
Statistic : Generation Z : Alcohol
Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

News

Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

Tracee Ellis Ross has launched Pattern Beauty’s first ever tv commercial, a 60-second spot that blends humour, nostalgia and a celebration of textu...
Haircare : Pattern Beauty : Beauty
The Messenger bot quietly transforming women’s safety in Jordan

News

The Messenger bot quietly transforming women’s safety in Jordan

A discreet digital tool is offering life-saving support to vulnerable women in Jordan.
Artifical Intelligence : Technology : Women's Safety
Stat: Study finds TikTok is reshaping luxury discovery

News

Stat: Study finds TikTok is reshaping luxury discovery

A new study in the US, the UK, France and Italy, commissioned by TikTok, reveals a structural shift in how consumers discover luxury, inc...
Statistic : TikTok : Luxury
BMW rebrands motorcycling as digital detox

News

BMW rebrands motorcycling as digital detox

BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital...
Health & Wellness : Advertising : Digital Detox
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