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Natura creates sonic identity using the pulse of the Amazon

Natura, Brazil

Brazil – Brazilian beauty brand Natura has introduced its first sonic logo by harnessing the bioelectric signals of Amazon rainforest trees. Collaborating with Africa Creative and sound design studio Soundthinkers, the company transformed the natural electrical pulses of native trees into a melody, reflecting its commitment to sustainability and biodiversity.

Using proprietary technology, sensors captured the trees’ signals, which were analysed for tempo, tone and timbre to craft a unique audio signature. This sound mark, rooted in the rhythms of the rainforest, will become a key element of Natura’s communications, emphasizing its ethos of ‘bem estar’ (wellbeing) and connection to nature.

As a founding member of the Union for Ethical BioTrade, Natura demonstrates how brands can creatively align environmental values with innovative consumer touchpoints. The initiative offers a blueprint for companies seeking to find creative solutions by showcasing the potential of utilising Sonic Identities.

Strategic opportunity

Leverage nature-inspired innovation to create emotionally resonant brand touchpoints, aligning sustainability commitments with sensory storytelling

Gymshark tackles hair barriers to fitness with Twists ‘n’ Sets pop-up

Gymshark Twists 'n' Sets pop-up, UK

UK – At the end of October 2024, athletic apparel retailer Gymshark opened Twists ‘n’ Sets, a pop-up hair supply store in Shoreditch, London.

Celebrating Black History Month, the initiative was launched in response to findings that 45% of Black women avoid gyms due to hair maintenance concerns.

Partnering with Ruka Hair, the pop-up offered personal hair appointments with a trichologist and a selection of express hair styling services. Visitors could also shop Gymshark’s expanded Diffuse Sweat Headband range, designed to protect textured hair during workouts. The accompanying campaign featured award-winning artist Bree Runway.

‘When our community let us know that they were avoiding the gym because of concerns about hair maintenance, we couldn’t sit around and do nothing,’ said global brand culture manager at Gymshark, Aaliyah Dickens. ‘We believe that, for our community to both come and get advice and treatments and try the Headband will go a long way to removing this barrier to fitness, without compromising on style.’

Our World Retail Congress 2024: Let’s Get Hyperphysical event coverage unpacked Gymshark’s talent for using hyper-locality to redefine store experiences, adapt to consumer preferences and create destination-worthy spots.

Strategic opportunity

Engage directly with your audience through community insight forums and events to identify and resolve specific pain points, strengthening loyalty and brand relevance

Sotheby’s to host first auction in Saudi Arabia at historic Diriyah site

Saudi Arabia – Sotheby’s will make history with its first auction in Saudi Arabia on 8 February 2025. Titled Origins, the landmark event will be the Kingdom’s first international luxury goods auction, blending fine art and high-end collectibles to attract seasoned and emerging collectors.

Set in Diriyah, a UNESCO World Heritage site known as the birthplace of the Saudi state, the auction will feature a two-part evening sale showcasing works by Saudi and international artists alongside luxury items such as jewellery, watches, cars and handbags. Ahead of the auction, a free public exhibition will run from 1–8 February where visitors can view the selection.

This event marks a significant step in Sotheby’s deepening relationship with Saudi Arabia. ‘We aim to create a rich, cross-category experience for collectors,’ the auction house stated, highlighting its commitment to bolstering cultural infrastructure in Saudi Arabia.

The announcement builds on Sotheby’s growing presence in the region, including its involvement in major biennales and exhibitions celebrating Middle Eastern art and culture. A Sotheby’s office is slated to open soon in Riyadh’s Al Faisaliah Tower.

Explore our The New Codes of Luxury Saudi Arabia report for key trends, consumer insights and strategic opportunities driving the emirate’s luxury market.

Ithra Culture Center by Saudi Aramco, Dhahran. Photography by Ahmad Alnaji, Saudi Arabia

Strategic opportunity

Consider how to align with Saudi Arabia’s efforts to develop cultural tourism by creating experiences or products that celebrate Saudi heritage and attracting international visitors and investors

Stat: Debt and optimism shape American Gen Z’s financial outlook

Photography by Mart Production

US – Generational mobility remains a defining feature of the American dream, according to H&R Block’s 2024 Outlook on American Life Report, which offers insights into financial trends across age groups. Despite economic headwinds, such as inflation and mounting debt, Americans – particularly Gen Z – are optimistic about their financial futures.

The report, which analysed data from 11.4m tax returns and surveyed over 7,800 individuals, found that 70% of Gen Z respondents (aged 18–28) believe they will have greater economic opportunities than their parents, the highest optimism rate among all generations. Gen Z also experienced a 30% rise in adjusted gross income between 2022 and 2023, outpacing Millennials’ 11% increase.

However, debt remains a significant challenge. Two-thirds of respondents across generations with credit card debt label it as ‘unmanageable’, with Gen Z feeling the heaviest burden. Yet, lifestyle shifts – such as the rise of DINKs (double-income, no-kids) – are helping many to navigate financial pressures, more than doubling from 7% in 2015 to 16.7% in 2024. We delve deeper into behaviours and attitudes of this cohort in Gen Z Now and Next: From Vision to Contradiction.

Strategic opportunity

Empower younger people with tools to manage debt and boost earnings while tapping into their optimism to create future-focused, accessible financial solutions