LSN : Daily Signals : How Spotify’s book strategy signals the return of intellectual culture

Chevrolet revives its ‘See the USA’ jingle to celebrate America’s semiquincentennial

See the USA in Your Chevrolet, Chevrolet, US

US – Chevrolet is inviting Americans to hit the road with a new ad campaign that reimagines its iconic ‘See the USA in Your Chevrolet’ jingle. Premiering during the 2026 Winter Olympics opening ceremony, the campaign features rising country singer Brooke Lee performing from the bed of a Chevrolet Silverado ZR2 atop Utah’s Castleton Tower.

The ad revisits landmarks across the US including the Seven Mile Bridge in Florida, Nashville’s music scene, St. Louis’ Gateway Arch, Mount Shasta and Redwood National Park. ‘We wanted to feature beautiful locations that highlight the tapestry of America,’ said Meg Hollerbach, advertising assistant manager for Chevrolet.

Chevrolet is revisiting its heritage jingle as part of a wider rollout to celebrate the USA’s 250th anniversary. A new vehicle design theme, inspired by the American flag, will enter production in spring and feature across five 2026 Chevy models: Corvette, Silverado EV, Silverado LD, Silverado HD and Colorado.

Read the Brand Slogans Re-imagined section of our Future Forecast 2026: Marketing, Advertising & Branding report to see how brands are reimagining their personal histories and iconic slogans, using heritage language to reflect contemporary values and stay relevant.

Strategic opportunity

Update heritage slogans to reflect progressive values and regional identity, turning iconic messaging into a forward-looking signal of sustainability, inclusivity, equity and resilience

How Spotify’s book strategy signals the return of intellectual culture

US, UK – Audio streaming app Spotify is deepening its push into publishing with two updates designed to make reading more fluid across formats. The platform has partnered with Bookshop.org, enabling users in the US and UK to purchase physical books directly via the Spotify app, linking audio discovery with print ownership and supporting independent bookshops in the process.

Alongside this, Spotify is launching Page Match, an industry-first feature that allows readers to switch seamlessly between a physical book, e-book and audiobook. By scanning a page using a smartphone camera, listeners can instantly pick up the audiobook at the exact point they left off or return to print just as easily. The feature will be available on iOS and Android for most English-language titles by the end of February 2026.

Spotify’s expanding role in reading and literature reflects a wider cultural shift explored in our The Rise of The Intellectuals report. As consumers push back against digital overload and shallow AI content, knowledge, intelligence and learning are being reclaimed as cultural capital, with reading positioned as an identity choice.

PAGEBREAK Book Retreat, Photography by Max Pittman, US

Strategic opportunity

Champion focus and intellectualism by rewarding deep engagement over doomscrolling, creating experiences, content or tools that encourage learning, curiosity and knowledge-building

Stat: Why skill investment is lagging behind AI ambition in the workplace

Work in the metaverse by Meta, US

Global – Almost three-quarters (74%) of businesses say they are prioritising investment in technology, data and platforms over spending on workforce development, according to new research from UK-based law firm Lewis Silkin.

The study surveyed 663 senior decision-makers across the UK, US, APAC and EU, spanning sectors including retail, manufacturing, technology, legal and financial services.

The findings expose a growing disconnect between organisations’ AI ambitions and their investment in human capability. Evolving skills requirements are now a central business concern, with nearly eight in 10 employers (79%) expecting skills needs to increase across their workforce. At the same time, 62% anticipate headcount growth over the next 12 months, intensifying pressure to reskill and upskill at scale.

Despite this, investment remains skewed towards infrastructure. More than half of businesses (51%) are prioritising data quality and tooling, even as employers acknowledge that AI will heighten demand for uniquely human capabilities.

Overall, 64% expect a much greater need for soft skills such as judgment, creativity and collaboration, compared with just 15% who anticipate greater demand for technical skills – highlighting a widening gap between strategic intent and long-term workforce resilience.

Discover more about the future of work in our Work States Futures macrotrend.

Strategic opportunity

Rebalance AI investment towards human capability – develop workers’ technical skills and embed them into AI rollouts to ensure long-term performance, resilience and competitive advantage