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Jameel Motorsport turns Fortnite into environmental wake-up call

Jameel Motorsport, UAE

UAE – Jameel Motorsport and Serviceplan Arabia have launched The Treeless Map, a Fortnite experience designed to raise environmental awareness by removing one of the game’s essential resources: trees. In Fortnite, trees provide vital materials for survival. By eliminating them, The Treeless Map forces players to adapt, mirroring the harsh realities of a world without natural resources.

‘By challenging players to adapt to a world without trees or water, we hope to inspire a greater appreciation for our planet’s resources and the urgent need to protect them,’ said Munir Khoja, managing director of marketing communications at Abdul Latif Jameel (Jameel Motorsport’s parent company).

Within 24 hours, the campaign rallied 10,000 players and became the second-highest rated map in the world. To ensure virtual action creates real-world impact, Jameel Motorsport partnered with Trees for the Future, pledging to plant a real tree for every player who joined The Treeless Map.

For more insights on how gaming and virtual worlds can be used for good, read our The Betterverse macrotrend report.

Strategic opportunity

Consider using popular gaming ecosystems such as Fortnite, Roblox or Minecraft to create immersive, educational experiences that raise awareness or drive behaviour change on issues such as climate action, DEI or mental health

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Oduwole unpacks her recent jaunt to Japan.

: Before jetting off, I braced myself for the worst of overtourism and while the selfie-stick stampede was real at Nara’s deer park and Arashiyama Bamboo Forest, my experiences at the Aman hotels in Tokyo (high in the clouds above the city’s madness) and Kyoto (tucked deep in tranquil forests) were the yin to that chaotic yang. I was truly blown away by my time at Aman Kyoto but we will discuss this more in our upcoming Brand Innovation Debrief on the company.

: Japan, unsurprisingly, is already riding the wellrooms of 2035 bullet train. Think next-gen bathrooms, a serious onsen obsession, forest bathing bliss and a national diet built for longevity. It’s no wonder the country was spotlighted at IFE as an aspirational country for health and nutrition.

: As an undeniable foodie, I was in absolute heaven. From yuzu-flavoured vitamin drinks to nanohana (I had never heard of these greens before!) macaroons and sakura tea ceremonies with maikos, every moment was inspiring and indulgent. I went on countless 7-Eleven (best C-store ever!) snack hunts and discovered hole in the wall omakase bars in Golden Gai. My Instagram stories turned into a feast for the eyes, filled with sake tastings, perfectly packed bento boxes and Nishiki market scenes (my own personal dreamscape).

Aman Kyoto, Japan

Quote of the week

‘Call it dating burnout recovery. Call it emotional minimalism. Or don’t call it anything. For a growing number of people, boysober isn’t a sacrifice – it’s a reset. And for once, the return on investment is actually personal’

Ashley Fike, writing in Vice

Stat: Personalisation, pop-culture and social media are reshaping travel

Gen Z and Millennials are drawn to destinations featured in films and viral content, US.

US – Personalised recommendations and digital inspiration are reshaping travel, according to Data Axle’s 2025 survey of 1,000 US consumers. As the spring and summer travel season nears, Gen Z and Millennials are leading a shift toward tailored, tech-driven experiences.

Two-thirds of Gen Z travellers turn to Instagram and TikTok for destination ideas and nearly half of Millennials and Gen Z have switched providers due to poor personalisation. ‘Today’s travellers aren’t just booking trips – they’re curating experiences that align with their values, interests and digital habits,’ says Andrew Frawley, CEO of Data Axle. The company highlights that ‘travel isn’t just about where people go, it’s about how the journey feels every step of the way’.

While Baby Boomers stick to familiar domestic paths, Gen Z is embracing adventure, AI tools and pop culture-inspired travel. Nearly 75% of Gen Z and Millennials are drawn to destinations featured in films and viral content.

Across all age groups, 61% of travellers prioritise personalisation extending beyond itineraries to activities, dining and discounts. With international travel gaining traction and digital influence at an all-time high, brands that offer bespoke, omnichannel experiences stand to gain lasting loyalty from this cohort.

Read our Pop Culture Pilgrimages to understand how tv series and films are reshaping the way Gen Z and Millennials approach travel, driven by screen tourism and media-driven itineraries.

Strategic opportunity

Design themed travel itineraries inspired by popular films and tv shows – think Emily in Paris weekends or White Lotus-style beach retreats. Partner with streaming platforms or fan communities to co-create travel experiences