Need to Know
29 : 11 : 21

Canada – Indigenous-owned beauty brand Cheekbone Beauty’s Right the Story campaign sets out to claim control of media narratives surrounding indigeneity. The campaign, produced in partnership with creative agency Sid Lee, speaks directly to Indigenous youth and is intended to counter the reductive and often offensive coverage of Indigenous peoples in Western media.

Right the Story was filmed on Yukon First Nations’ traditional land; shot by a 95% Indigenous crew and directed by Haudenosaunee storyteller Saunoh. Instead of paid actors, the team chose to feature a real friendship group. It's accompanied by a special-edition lipstick in the Aki red shade, which will be featured across eight flagship Sephora stores in Canada. A portion of each lipstick sale will help fund education initiatives for Indigenous youth.

Right the Story is a continuation of our Ancestral Beauty microtrend, highlighting the beauty brands championing their histories to combat cultural appropriation in the beauty sector, while also meeting the needs of historically underserved communities of the global majority.

The Netherlands – Graduate designer Francesca Tambussi is challenging conventional grocery store models with a store prototype called Hyperburgers. The store takes a peer-to-peer approach, and is designed to serve communities rather than businesses. Rather than stocking a number of items, the store requires customers to phone food suppliers and pay them directly for their products.

Customers are then required to give something back to the store in the form of volunteering or supplying packaging. By deliberately adding friction to the customer journey, Hyperburgers forces people to reflect on the unsustainable food supply chains that are now in operation. ‘The idea of the shop is to be incremental, a slow growth,’ says designer Tambussi. ‘It’s the opposite of a new liberal business where it needs to be time-efficient.’

As we explore in Enigma Brands, a foresight in our Resilience Culture macrotrend, brands are de-prioritising convenience, instead becoming more evasive entities designed to be chased by customers.

In a small study by Handshake, American members of Generation Z have been identified as feeling more optimistic about building a career network than their parents’ generation, largely because of the digital world.

A majority (80%) said that it’s easier to make professional connections than their parents’ generation, with 67% believing that you don’t have to meet in person to make a professional connection. Interestingly, women are 26% more likely than men to feel this way, highlighting the role digital career networks could play in reducing workplace gender divides.

These findings show clear evidence of the role Out-of-Work Networks could play in fostering professional development in the future. With a focus on building community over competition, digital platforms can also benefit job searchers by providing opportunities for diverse hiring.