News 20.06.2023

Need to Know

The Glenlivet uncovers artificial intelligence's gender stereotypes and biases, DevaCurl's dry shampoo designed for curly hair and why a majority of British people in their 20s aren't feeling satisfied with their lives.

The Glenlivet alerts on AI's toxic masculinity biases in latest ad

Cocktails and Comedy: A Spirited Celebration of Modern Dads by The Glenlivet and Underground Overground, US

US – The Glenlivet single malt scotch whisky turned to artificial intelligence (AI) to produce a commercial script for its June 2023 campaign celebrating Father's Day – but the generated result was filled with clichés. The spirit brand identified a marketing opportunity nonetheless and organised a social experience to challenge the stereotypes around how fathers are represented in ads. A panel of four fathers or father-figures and their adult son, daughter or godson star in a four-minute film where each participant reads the AI-generated script out loud and reacts to the stereotypical narrative the machine created.

For instance, AI suggested the commercial should be a conversation between a father and son about fond memories of camping in the wild. The panel laughed at the outdated version of the father and child relationship. 'This Father's Day, we are shining a light on all the fathers and father figures who are challenging conventions of what fatherhood is today, as part of our mission to redefine norms and break stereotypes in single malt scotch whisky and beyond,' said Johan Radojewski, vice president marketing - Scotch, Irish & Prestige Whisk(e)y, Pernod Ricard US.

In Civid Ads, we previously highlighted how brands turn to advertising as a force for good. According to Edelman, 53% of consumers agree that brands have a responsibility to get involved in at least one social issue that does not directly affect their business.

Strategic opportunity

Consumers are tired of advertising tropes that push an overtly commercial message and circulate gender stereotypes. Think about how content-first ads can communicate your brand purpose rather than simply push a product

DevaCurl introduces dry no-poo dedicated to curly hair

DevaCurl, US DevaCurl, US
Dry No-Poo by DevaCurl, US Dry No-Poo by DevaCurl, US

US – NYC-born brand DevaCurl has announced the launch of its first dry shampoo imagined for curly-haired individuals who don't have the time to shampoo their hair every day. Until now, mainstream dry shampoos were not designed with curly hair in mind, as the amount of benzene and talc powder in their formula isn't adapted to curls (especially for consumers with dark curly hair).

DevaCurl's alternative formula absorbs excess oil, impurities and sweat while providing the essential hydration and nourishment that curls require. The nozzle features two spraying options: one will refresh roots, absorb oil, and add volume, while the other is designed to revive the mid-lengths to ends of the curls and enhance their shape, texture and body.

'With Dry No-Poo, we've filled a white space that the curly community has been looking for since dry shampoos came onto the market,' said Siddeeqah Ra'oof, director of brand education at DevaCurl. The product officially launched in June 2023 and retails for £26.50 ($34, €31).

In our previous analysis of the Haircare Market, we hinted at opportunities for brands to invest in functional personal care. Haircare is the top category for US Black consumers, with approximately £1.78bn ($2.29bn, €2bn) in annual sales (source: NielsenIQ), this demand represents swathes of revenues for brands developing formulas designed for Black hair.

Strategic opportunity

As African American women spend four times more on haircare than Caucasian women (source: All Things Hair), players in the beauty industry should consider how R&D should learn from diverse voices and ancestral techniques to meet Black consumers' specific needs

Cruise partners with Replate to rescue and deliver food in San Francisco

US —Self-driving car company Cruise and food recovery non-profit Replate have partnered to rescue surplus food from businesses and restaurants in San Francisco, delivering it to organisations in need.

Since 2021, Cruise has been dedicating a portion of its driverless fleet to meal delivery as part of its Cruise For Good project. Replate's platform enables companies to schedule pickups for food donations while providing data-driven metrics on the impact of said contributions. Their shared goal is to establish a sustainable cycle of food rescue, combatting hunger and waste.

The engineering and operating teams of both San Francisco-based organisations collaborated to create a seamless experience. Cruise vehicles are deployed to collect surplus food from restaurants or shops, loaded by staff, and are autonomously driven to non-profit organisations for distribution.

This partnership exemplifies neo-collectivism, where businesses come together to address societal challenges in a positive way.

Cruise and Replate, US

Strategic opportunity

Unlock the creative potential of EVs for your business. Explore seamless delivery options, develop shared mobility platforms or design EV-powered services to address community needs. Embrace innovation that has positive impact

Stat: UK happiness continues to decline

Photography by Jacob Sierra Photography by Jacob Sierra

UK – A new report from the Office for National Statistics has found happiness levels in the UK are falling short of their pre-pandemic baseline, with young people hit the hardest.

In the last quarter of 2022, only 23% of Brits claimed to have ‘very high’ levels of life satisfaction, down from an average of 30% in 2019. For people in their 20s, this figure dropped even further to 19%, lagging way behind the 32% reported by those aged 60+. Those reporting high happiness levels also dipped from 35% in 2019 to below 30%.

Running on empty, people in the UK are too exhausted to adopt a healthy lifestyle, with 38% of UK adults claiming an absence of motivation and 35% claiming fatigue as the main reasons for forgoing changes to diet and physical activity.

In our Gen Z Digital Wellness market, we observed how a rising number of depressed and anxious young people are taking charge of their mental healthcare through the use of digital tools and spaces. Many of them rely on online communities to open up and find peers with similar experiences, so we must encourage and safeguard these sharing spaces through rigorous privacy and data protection laws.

Strategic opportunity

Stress and poor mental health cost the UK economy £28bn ($36bn €33bn) annually (source: Axa). Businesses should pursue neo-collective solutions, including destigmatisation campaigns, offering therapy alternatives and developing new products to support those facing mental health challenges

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