Need to Know
30 : 03 : 23

Turkey/Syria – As news of the earthquake in Turkey and Syria disappears from mainstream news, London-based advertising agency Recipe has released a new tv advert that innovatively includes a QR code to make it easy for viewers to donate to Turkish NGO Ahbap.

Launched on 15 March, the Together We Can Rebuild advert begins with an illustration of an apartment block crumbling from an earthquake. The disintegrated building blocks then start to rise and take the shape of a QR code while a voiceover that explains the work Ahbap does and how to set up a direct donation. The QR code was developed to help audiences overcome the core barriers preventing them from donating to charities, such as not feeling close to the cause, an obscure donation process or an invasive donating campaign.

This stripped-back, minimalist, 2D animation – embedded with a QR code – is a creative execution for tv advertising formatting. As reported in our Civic Ads microtrend, the rise of climate change and homelessness pushes Post-purpose Brands to turn advertising into a force for good.

US – The Park Hyatt New York takes sleep seriously. The hotel is rolling out a patented tech-enhanced mattress designed to help guests fall asleep faster in selected Bryte Restorative Sleep Suites.

The five-star hotel has introduced Bryte Restorative Sleep Suites, a rest and relaxation haven amid the New York bustle. Overlooking Central Park, the 900-square-feet suites feature sleep-enhancing amenities such as Nollapelli Linens, sleeping masks and diffusers infusing rooms with a signature calming essential oil blend.

The suites are upgraded with a new centrepiece – the next-generation Bryte Balance restorative beds. Patented Restorative Intelligence turns the king-size beds into multi-sensory relaxation spaces, with personalisable, sleep-inducing sounds and soothing motions that promote deep sleep and minimise waking episodes. Returning guests can save their sleep preferences on the Bryte app and use additional features like Silent Wake Assist, a motion-based silent alarm clock for a gentler wake-up.

By elevating serenity and sleep support, Park Hyatt is catering for the growing appetite for personalised in-suite wellness amenities and hyper-curated transformative luxury experiences.

US – A new survey conducted by Harris Poll for Fast Company reveals that Millennials are the generation most likely to support a cap on personal wealth in the US. No other age group, including Gen Z (26%), indicated this much support.

Across all age groups surveyed, 60% of respondents said personal wealth should not be capped, while only 19% said it should. The results confirm a shift among Millennials and Gen Z, who tend to question capitalism more than their elders. While they tend to support small businesses, hustle culture and personal branding on social media, the youngest generations express concerns about companies or CEOs like Elon Musk and Mark Zuckerberg getting too wealthy and possessing too much power.

We previously highlighted how a global Paralysis Paradox is pushing business organisations to transform and adopt shared solutions and radically disruptive innovations. As capitalism faces more scrutiny, younger consumers won’t accept profit as a business’s sole motivation.