Need to Know
02 : 02 : 21

Global – Pornhub is encouraging consumers to adopt more sustainable behaviours through its new Sexstainable campaign.

Building on its previous eco-conscious efforts, the company is partnering with environmental group 2030 or Bust to launch a new channel dedicated to sustainability tips. The video channel, which features Pornhub stars, will feature guidance on best practice for eco-friendly grocery shopping, alongside the innuendo-style advice of ‘spreading your seed’ by contributing to a tree-planting initiative.

Pornhub is also tracking the viewership of its Sexstainability channel and pledging to donate funds to 2030 or Bust for each view accumulated over the next month. Through this campaign, Pornhub continues to use its channel to push public service messaging in a way that feels relatable and humorous.

By using its channel in new ways and reframing traditional narratives around sustainability, Pornhub is taking an unconventional approach to some of the ideas we explore in Backlash Brands.

US – Skincare brand Fortify+ has unveiled a line of products that it claims sanitise skin and meet consumers’ heightened hygiene concerns.

The brand's products include facial mists, cleansers and moisturisers that all use zeolite, a natural volcanic mineral that is said to curb the development of germs, bacteria and micro-organisms. The brand combines sterilisation with hydration by incorporating moisturising ingredients like collagen, hyaluronic acid and aloe vera in its range in a bid to differentiate from alcohol-based sanitisers that can dry the skin.

As Covid-19 re-affirms consumers’ desire to protect themselves against bacteria, Fortify+ seeks to satisfy this need for cleanliness. ‘When the pandemic hit, we challenged ourselves to come up with the ideal solution to meet skincare demands in the new normal,’ says the brand.

To learn about other cosmetics brands driving the rise of anti-bacterial beauty, read our Recuperative Living macrotrend.

According to data collated by The Association of American Publishers and media company Axios, the pandemic has boosted sales in the US audiobooks industry.

In the first 10 months of 2020, audiobook downloads were 17.3% higher than in the same period in 2019, with sales of £398m ($554m, €451m). In the same period, sales of ebooks reached £686m ($956m, €779m), with downloads up by 16.5% compared with the previous year. According to the research, the ebook industry’s revival is a result of consumers having more free time during the pandemic.

With more people listening to literature, brands can win by creating sonic content in order to connect with consumers. Explore more on why sound is the next frontier for branding in our interview with Steve Milton, co-founder of sensory experience company Listen.