Need to Know
08 : 07 : 19

Netherlands – The airline has written an open letter calling for consumers to fly responsibly in order to reduce the environmental impact of air travel.

Part of KLM’s wider Fly Responsibly initiative, its open letter – published in a number of global newspapers – is accompanied by a video that asks a series of questions such as: ‘Could you take the train instead?’ or ‘Could you contribute by compensating your CO2 emissions or packing lightly?’ The video, created by agency DDB Unlimited in Amsterdam, will run across all KLM communication channels.

‘KLM has strong views on creating a sustainable future for aviation,’ says Esther te Pas, managing director at DDB Unlimited. ‘So, it’s very fulfilling to turn this vision into the ‘Fly Responsibly’ platform. This isn’t about a campaign, but an initiative with a long-term commitment to change. We’re proud to take the lead and to help KLM to really set the agenda on sustainable air travel.’

For more on sustainable travel, read our Conscious Tourism market.

Global – Designed for women, the playful online resource is designed to fill the information gap relating to the female reproductive system.

Pussypedia offers a curated number of articles and guides to the female anatomy, which are fact-checked by gynaecologists and medical researchers. Available in both English and Spanish, the free platform aims to be as accessible as possible, to ensure all readers receive accurate information about women's genitalia.

The website’s founders Zoe Mendelson and María Conejo say they are reclaiming the word ‘pussy’ to raise awareness of the lack of adequate language for the female anatomy. As well as featuring articles covering topics such as ‘how to wash it’ and ‘painful sex’, Pussypedia includes a 3D Interactive Pussy for women to explore the biology of their reproductive systems.

For more on how young women are creating practical tools to improve the female physical, mental and sexual health experience, meet the Young Female Health-preneurs.

Japan – Launched by Shisheido, Optune is a personalised skincare system that offers 80,000 potential product formulations matched against users' individual skincare needs and environmental surrounds.

Combining a dedicated app and a smart appliance, the full-scale Internet of Things (IoT) skincare system uses an algorithm to analyse skin condition data, as well as environmental data and sleep data. The results of twice-daily tests are used to mix optimal skincare on demand, matched to user’s current conditions.

Optune is Shisheido’s first subscription service, with a monthly charge of £73 ($92, €82). When applying for the service, five skincare cartridges called Optune Shots are selected based on skin conditions initially described by the user. Cartridges are then delivered to the users’ home. By simply putting their hand in the dispenser, users can access simple yet hyper-personalised, two-step skincare.

As consumers continue to demand personalisation and customisation within the beauty sector, Optune reflects how brands are creating tools that offer ongoing analysis.

Despite consumers’ desire for brands to reflect their personal beliefs, trust in brands is at an all time low, according to Edelman’s annual Trust Barometer. Just one in three of those surveyed by Edelman said they trust most of the brands they buy and use, while only 21% say they know that the brands they use keep the best interest of society in mind.

Consumers are also disappointed in brands’ lack of societal impact, with just 41% believing that brands have better ideas for solving problems than governments. Adding to this, more than half of consumers surveyed say that too many brands use social activism as a marketing ploy. To earn back consumer trust, organisations must support advocacy with action.