Need to Know
20 : 12 : 18

US – Disney and Google are bringing children's stories to life with a range of physical books that can be enhanced with the use of a Google Home device.

Featuring recognisable characters from the Disney franchise, parents sitting down to read with their children simply say: ‘Hey Google, let’s read along with Disney’ before reading the book out loud. Google Home will recognise the story and play relevant sound effects and music to enhance the storytelling experience.

Google Home will also recognise when parts of the book are skipped or when a child asks a question. In these moments, the device will play background music until the reading continues. The partnership with Disney is part of Google’s plan to make its home assistants more family-friendly.

In a bid to re-invent the traditional book format for the next generation, brands are using technology to augment reading. For more, read our microtrend Young Bibliophiles.

Los Angeles – Ceylon is creating products that address the nuances of the underserved men’s beauty market – with a focus on men of colour.

According to the brand, there is a distinct lack of products designed for the treatment and protection of non-Caucasian skin, with men using these products reporting skin irritation, hyper-pigmentation, acne scarring, razor bumps and eczema.

To counter this, Ceylon consulted dermatologists to offer a collection that is gentle on the skin of men who are Asian, Hispanic, African, Native American, Middle Eastern or from Asia-Pacific. The basic range is made up of a moisturiser, facial wash and toner. ‘Ceylon is important… it's going to help break down stereotypes in communities of colour, especially with men and their relationship to grooming, which we feel is a gateway to better health and wellness,’ says co-founder Blake Rascoe.

Although beauty brands are waking up to the importance of inclusivity and the opportunities in men’s skincare, Ceylon is the first brand to address both markets.

Sweden – This winter, the media company is sacrificing its seasonal advertising revenue in order to help homeless people find shelter.

With temperatures dropping in the Swedish capital, Stockholm, Clear Channel has created an emergency system for its digital billboards to help homeless people find nearby shelters. When the temperature drops below –7°C, the billboards will replace branded advertising with details of the nearest homeless shelter and how to get there.

While the city’s churches and non-profit-making organisations open emergency shelters in winter, information about these shelters does not always reach the homeless. Therefore, Clear Channel, whose billboards reach over a million people a day in Stockholm, aims to guide the homeless in times of crisis.

By acknowledging this problem and stepping in to offer a solution, Clear Channel is acting as a Civic Brand.

Recent research from the Centers for Disease Control and Prevention studied the rise of yoga, meditation and chiropractors among US adults. Although yoga is the most popular pursuit – 14.3% of US adults practised yoga in 2017 – meditation, at 14.2%, is not far behind. Furthermore, meditation is the fastest-growing wellness activity, suggesting it may soon overtake yoga.

The study also gave a limited racial breakdown, finding that white people were more likely to participate in all three activities than black and Hispanic consumers. The wellness industry, particularly yoga, has for years followed a narrative tailored towards affluent, white women. However, brands are beginning to take action in order to make the industry more inclusive and less alienating.