News 05.12.2022

Need to Know

Tuvalu becomes world’s first digitised nation, new grocery Consumerhaus targets Gen Z and prevailing attitudes towards cannabis legalisation.

Climate change pushes Tuvalu to become first digitised nation

The First Digital Nation by Tuvalu

Tuvalu – This low-lying Pacific nation, under threat from rapid sea level rises, wants to ensure its future, even after its land is washed away. It is turning to the metaverse for what it refers to as a digital migration of an entire country as it expects to be under water in a matter of decades.

This year Simon Kofe, the Minister for Justice, Communication and Foreign Affairs of Tuvalu, arrived at the UN Climate Change Conference (COP27) with a different message: that it is time to look at alternative solutions to save his country, highlighted in the Future Now Project – a proactive stance towards the worst-case scenario.

‘The world’s inaction means that our Pacific region must take greater action and forge our own path as leaders on the international stage, but our action alone cannot stop the current trajectory of climate change,’ said Kofe of the plan to seek digital sovereignty in order to preserve its culture, place, identity and statehood status under international law. The government of Tuvalu intends to build digital replicas of all of Tuvalu’s islands: an accurate, visually immersive virtual model of a real-world environment. The project is also one of the first to explore digital government and sovereignty.

Strategic opportunity

The initiative is aimed at highlighting climate inaction. While an entire nation plans for its real-world disappearance, ask yourself if your business’s environmental dedication goes deep enough to effect sufficient change and mitigate disaster. The clock is ticking – and we detail solutions and offer guidance in The Paralysis Paradox

New grocery Consumerhaus targets Gen Z

US – The eldest of Gen Z are now young adults – and with adulthood comes the onerous burden of supermarket shopping. Facing an array of grocers failing to represent the needs and values of this generation, founder Claire Spackman is set to launch Consumerhaus in January 2023.

Spackman’s focus is on forging deeper connections and going deeper than just updated social media strategies, more sustainability initiatives and a slicker online offer. A Gen Zer herself, Spackman tells Grocery Dive that she wants greater connection to the products she buys and the people that make them.

The result is Consumerhaus, a ‘central grocery shopping hub for Gen Z consumers’. Product selection is based on marketing resonance and social media promotion not just product quality. It will offer over 700 products from more than 100 small brands, with 60% of its assortment being grocery items. The adaptation this new challenger shows typifies the direction that brands need to take over the coming years, as detailed in our new macrotrend, Adaptive Appetites.

Consumerhaus, US

Strategic opportunity

Gen Z want to see the stories and faces behind the products they buy, but so far, there have been few centralised grocery or supermarket platforms for this. The sector will need to start directly representing this generation imminently

Americans are in strong support of cannabis legalisation

Vert cannabis branding by GRDN and L’Éloi Vert cannabis branding by GRDN and L’Éloi

UK – To date, almost half of US states have legalised the recreational use of cannabis, and over two thirds have legalised the drug for medical purposes.

According to new research by Pew Research Center, the majority of the US population agree with the direction of cannabis legalisation, with only 10% suggesting it should not be legal. The consensus is unsurprising given Jo Biden’s recent steps to decriminalise the drug, as he pardons thousands of US citizens who were simply convicted of possession of cannabis. While the current political situation suggests medical use is preferred over broader usage, the survey respondents disagreed, with more (59%) suggesting it should be legal for recreational and medical use, and fewer (30%) supporting legalisation for medical use.

North America is ahead of most continents with the legalisation of cannabis, closely followed by parts of South Africa, Australia and Southeast Asia. While Europe is still far behind, with conversations slowly picking up in countries such as Germany and the Czech Republic.

For those interested in tapping into the far-reaching market of cannabis, look out for our upcoming report launching in January.

Strategic opportunity

The cannabis market might be saturated, but there are huge opportunities as further legalisations take place globally. Find your niche and ensure it is meeting the needs of either recreational or medical users

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