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The Invisible Mothers campaign shows the dark side of motherhood

Peanut

UK – Nine in 10 women feel that after having a child, their identity is minimised to just one – being a mother, according to Peanut, an online community connecting mothers worldwide. The platform’s Invisible Mothers campaign celebrates all the mothers who don’t feel seen.

After surveying its UK community, Peanut has discovered that 72% of women feel invisible and 93% feel unappreciated or unacknowledged. Many also feel unsupported, and nearly all women surveyed (95%) agree that the invisibility of maternal experiences takes a toll on their mental health. The Invisible Mothers campaign portrays faceless women at different stages of parenthood – from holding a pregnancy test to balancing a toddler on their hips – to condemn the way society treats mothers.

With this campaign, Peanut aims to show mothers the appreciation they deserve and call out the many struggles they face every day, such as juggling between career and childcare or blind spots in healthcare systems. Peanut also suggests solutions to support women’s experiences; for instance, swapping commonly asked unwanted questions for better alternatives that resonate with modern parenting styles.

Strategic opportunity

As a business, how can you provide greater visibility, empathy and gender equality? Peanut’s data provides pointers – think flexible workplaces, equal and extended leave for both parents, changing facilities in restrooms or educational initiatives about gender stereotypes.

Amazon’s Explore with Alexa brings conversational AI to kids

Photography by George Pak

Amazon, US

US – According to Amazon, children use the company’s Alexa voice assistant to ask more than 25m questions a month. Armed with this knowledge, Amazon has developed Kids+ content, upgrading Alexa with a conversational AI tool to make the device more educational and entertaining.

Explore with Alexa is the virtual assistant that will never get tired of answering children’s questions and encourages curiosity-driven engagement. If kids ask about nature or animals, Alexa replies with fun facts and trivia questions. If asked to tell a joke or make an animal sound, Alexa delivers and encourages kids to keep exploring the topic.The newly introduced Kids+ content uses child-safe language, and sources information from trusted sources such as the World Wildlife Fund and A-Z Animals.

Amazon is among the first to look at adapting generative AI to be suitable for Gen Alpha but by embracing AI Optimism and tackling any safeguarding issues, Explore with Alexa highlights AI’s potential for education and companionship.

Strategic opportunity

Using Explore with Alexa as a jumping off point, consider how to develop products utilising conversational AI to guide Gen Alpha during every milestone, such as to provide sex education and answer questions about puberty as they reach their teens

Two former Google executives unveil beauty inclusivity index

Liberty Belle Skin Centre offers holistic facial rejuvenation solutions via non-surgical cosmetic medicine and skincare treatments, Australia

Global – The SeeMe Index is a new AI-driven initiative dedicated to tracking brands’ consumer-facing inclusivity efforts, offering data-driven insights to both marketers and consumers.

Founded by former Google executives Asha Shivaji and Jason R Klein, the index peers into how many larger body sizes are actually shown in ads or how many people with darker skin tones are modelling in comparison to lighter-skinned people. The result is empowering insight into an arena that has so far been devoid of data-driven accountability. The Index offers a Seal of Approval for those brands scoring 200 points or more for inclusivity efforts across ads, products and diversity, equity and inclusion commitments.

The index highlights the benefits of the AI boom in the face of AI doom, as outlined in our AI Optimism report. Asha Shivaji said in a press release that SeeMe’s goal is to ensure every individual is represented and acknowledged: ‘We recognise the power of responsible AI in achieving this goal while emphasising the importance of human oversight via experts and advocacy groups. We invite brands and consumers alike to join us in creating a world where inclusivity is the norm.’

Strategic opportunity

Look beyond the analytical and consider how AI can serve consumers’ emotional needs. Tech works best and lasts when it makes consumers feel good. What human need can you meet for your consumers using AI?

Stat: Most Gen Z consumers have changed their lifestyle amid inflation

Photography by cottonbro studio, Russia

US – Gen Z are feeling the pinch of inflation. In August 2023, Bank of America interviewed 1,167 Gen Z adults aged 18–26 for its annual Better Money Habits survey. The research reveals that more than half of Gen Z cite the high cost of living as a barrier to success.

As a result, nearly three out of four (73%) Gen Z say they’ve altered their spending habits due to inflation over the past year. These changes include cooking at home more frequently (43%), spending less on clothes (40%) and limiting grocery purchases to essentials (33%). Nearly all of those who have adopted these new spending habits plan to maintain them over the next year, even as inflation slows and price pressures decrease.

From becoming Generation Homebody to opting for lower-cost options when grocery shopping, Gen Z’s spending habits seem to be largely guided by cost-consciousness as the youngest come of age amid a cost of living crisis. At LS:N Global, we are tracking the latest consumer shifts and brand initiatives in our Cost of Living topic.

Strategic opportunity

Take inspiration from ‘fake-aways’, DIY facials and press-on nails to come up with affordable at-home variations on your products that appeal to Gen Z’s cost-conscious spending habits