Need to Know
17 : 09 : 21

US – Tuning into a growing interest in gaming, the skatewear brand has launched an immersive 3D environment within video game Roblox. The skatepark-style space, Vans World, will live indefinitely within the Roblox metaverse, allowing players to continuously interact with Vans – and with their peers – through this virtual environment.

Responding to the creative interests of young people, Vans also allows users to design their own Vans shoes and skateboards for their in-game avatars. ‘We didn’t build this to be there for two weeks,’ says Julia Patkowski, senior manager of global brand digital marketing at Vans. ‘We plan on building and learning from the community and updating it and creating a true, unique experience that evolves with what we hear from the community.’

By occupying space within the Roblox metaverse, Vans sets an example of how brands can creatively connect with audiences in virtual realms.

US – The beauty brand is partnering with digital advocacy organisation Algorithmic Justice League (AJL) to tackle racial bias in online spaces. For its #DecodetheBias campaign, running as part of the US’ National Coding Week, the brand will send more than 1,000 young girls to learn coding skills with non-profit organisation Black Girls Code.

Recognising that beauty algorithms often exclude women of colour, the campaign is therefore supporting diverse communities in Reclaiming Black Beauty. ‘#DecodetheBias highlights one major issue – how data, computer code and AI reinforce exclusionary beauty standards and exclude women of colour,’ explains a statement on Olay’s website. ‘These algorithmic systems rule our world and we have to ensure these systems are not continuing to perpetuate harmful forms of bias and discrimination.’

As global brands increasingly prioritise diversity and inclusion as a core business concern, such initiatives showcase practical efforts that go beyond meaningless virtue signalling.

In the US, the number of men’s college applications is falling while women account for a larger proportion of higher education students. According to research by the National Student Clearinghouse, the rise in women’s applications comes despite an overall decline in college and university enrolment.

The organisation’s data shows that women now make up almost 60% of US college students, even amid a fall in overall higher education registrations of 1.5m in the past five years. Interestingly, men account for 71% of this decline in students, despite making up 51% of the US population. Reflecting on this shift, men have cited the high cost of education and the lack of return on investment as reasons for not enrolling at college (source: The Wall Street Journal).

This behavioural change reflects new directions in the future of masculinity, as men opt for alternative routes to their desired careers.