Need to Know
18 : 09 : 23

Global – In a new campaign video, Apple’s environmental team, including CEO Tim Cook, sit down in a meeting with Mother Nature. On screen, the anxious-to-impress employees need to provide a status report on their 2020 pledge to reach net zero across Apple’s entire carbon footprint by 2030.

Mother Nature, played by Oscar-winner Octavia Spencer, demands updates on innovations across materials, clean energy, low-carbon shopping and restoration of natural eco-systems. She is prepared to be disappointed, but is pleasantly surprised yet severe and demanding. Apple is on track to meet its targets and uses the opportunity to unveil its first carbon-neutral product, an eco-friendly Apple Watch.

A perfect example of Subversive Sustainability Ads, the video uses humour and entertainment to launch the new carbon-neutral watch and update customers on Apple’s journey to net zero. But Apple’s reputation for built-in obsolescence and rigid controls over repairs has left the brand facing accusations of greenwashing.

US, Canada – Coca-Cola has launched a limited-edition ‘future-flavoured’ cola drink, the Y3000, which was co-created using human and artificial intelligence.

The futuristic packaging was also created in collaboration with AI, and consumers can scan a QR code on the drink to access the Coca-Cola Creations Hub, where a customised Y300 AI camera will filter their surroundings to show what life might look like in the future.

‘We hope that Coca‑Cola will still be as relevant and refreshing in the year 3000 as it is today, so we challenged ourselves to explore the concept of what a Coke from the future might taste like – and what kind of experiences would a Coke from the future unlock?,’ said Oana Vlad, senior director of global strategy at The Coca‑Cola Company, in a company blog post.

The original taste version of Coca-Cola Y3000 will be available across the US and Canada, whilst the zero-sugar option will be available in selected markets across the US, Canada, China, Europe and Africa.

As explored in our Generative AI Creativity Market report, companies are only just beginning to explore AI’s creative potential, but the opportunities for packaging design, campaign copy, and even inventing new flavours, are endless.

US – A recent study funded by the National Institutes of Health has revealed concerning trends in alcohol and marijuana consumption among adults aged 35–50 in 2022. The research found that binge drinking reached a record high in this age group, with nearly 30% reporting the behaviour, up from 23% in 2012.

Concurrently, marijuana use also reached historic levels, with 28% of adults in this group reporting usage, a significant jump from 13% in 2012. Furthermore, 4% of respondents admitted to using hallucinogens, double the figure from the previous year.

Interestingly, the study contrasted these findings with the behaviours of adults aged 19–30. This younger group reported higher marijuana use at 44%, but binge drinking had fallen to 30.5%, from 35.2% a decade earlier.

Researchers suggest that cultural shifts and changing drug regulations influence these generational substance use differences. As explored in our Sober Bars microtrend, new establishments are emerging to provide a safe space for predominantly Gen Z sober-curious consumers to enjoy drinking without the pressure to consume alcohol. Following new legislation legalising marijuana in some states, such as California, the cannabis market is also booming, with innovations in the food and drink and wellness markets.