LSN : News : Stat: US parents to sacrifice necessities to pay back-to-school expenses

Malibu and Tom Daley make a splash with Don’t Drink and Dive campaign

Don’t Drink and Dive by Malibu with Tom Daley and RLSS, UK

UK – British diver Tom Daley has partnered with Malibu and the Royal Life Saving Society UK (RLSS) to spotlight the dangers of alcohol-related water deaths.

The campaign, shot on Brighton Beach, features Daley in red, knitted swimming trunks with a powerful message stitched on the back: ‘Don’t Drink and Dive’.

An accompanying video features the Olympian heading onto a diving board after ordering a tropical cocktail. When he reaches the pool, he looks into the water to see the alarming statistic, ‘1 in 4 UK drownings involve alcohol’, emblazoned on the bottom.

Alongside the campaign, Daley has released a collection of crocheted swimwear, including sliders, bucket hats and knitted sunglasses under his Made with Love by Tom Daley brand, with all proceeds going to RLSS UK.

The campaign marks Daley’s first post-retirement project, a timely move sure to catch audiences’ attention and maximise the impact of the important message. On LS:N Global we’ve been tracking the evolution of Civic Ads since 2019, as consumers have increasingly put pressure on brands to act as forces for good in society.

Strategic opportunity

Take inspiration from Malibu’s campaign and use humour and irony to effectively communicate serious messages without appearing preachy or out of touch, especially when targeting Gen Z

Omse rebrands Other Box to showcase its workplace equality efforts

Other Box rebranding by Omse, UK

UK – Other Box, a company dedicated to championing workplace equality, has undergone a rebranding led by London-based design studio Omse.

Founded in 2016 by social entrepreneur Leyya Sattar, Other Box has grown from a start-up addressing power imbalances to an established force in the Diversity, Equality and Inclusion (DEI) field. ‘The brand reflects our evolution from a scrappy start-up to the more established, progressive and forward-thinking company we are today,’ Sattar told It's Nice That.

Construction sites were a source of inspiration for the rebranding, which embraced the concept of being a work in progress as a reflection of the ongoing journey of learning and inclusion. Omse’s redesign incorporates the typeface Gravity by Dinamo and repeated eye-catching patterns to grab attention.

‘The core strategy and purpose behind Other Box is all about how to Make Space For Difference… If we want to make the world a better place to live in, it starts with [this idea]. Small changes can go a long way to having a massive impact, but it won’t happen unless we talk about it and share the knowledge,’ said Omse founder James Kape.

Head to our Design topic on LS:N Global for more of the latest branding and design news, updates and innovations.

Strategic opportunity

How can your business use design to further DEI conversations? Transform your branding into a powerful tool for change by creatively engaging with serious topics, making your commitment to diversity and inclusion both visible and impactful

Heeyo’s AI playmate offers digital companionship for children

My First AI by Modem and Wang & Söderström, The Netherlands

Global – Heeyo, an AI chatbot, is set to become a digital companion for children around the world, offering interactive tutoring and emotional support.

Launched at the beginning of August 2024, Heeyo provides access to more than 2,000 games and activities, including storytelling, trivia and role-playing adventures. Designed for children aged 3–11, the chatbot adapts to different age groups, and parents and children can build customised AI experiences.

The start-up uses advanced AI technologies – OpenAI for chat, ElevenLabs and Microsoft Azure for text-to-audio and Stable Diffusion for text-to-image tasks – while ensuring child safety through strict COPPA (Children’s Online Privacy Protection Act) compliance, protecting children’s data.

While some content is free, Heeyo plans to monetise through a token system, with prices ranging from £3.85 ($4.99, €4.50) for 200 tokens to £46.19 ($59.99, €54.20) for 4,000.

In our AI Edu-play-tion microtrend report, we explored how generative artificial intelligence is being applied to innovative educational resources for tech-native Gen Alphas. Heeyo is carving out a space for itself within this market, blending educational content with interactive play in a way that prioritises both safety and engagement.

Strategic opportunity

Brands targeting Gen Alpha should look to partner with Heyoo to build customised AI experiences. Kids’ snack brands, for instance, could build an educational storytelling experience centred around healthy eating

Stat: US parents to sacrifice necessities to pay back-to-school expenses

FutureSchool.AI, Branding by Studio Alessia Oertel, Asia

US – As the cost of living continues to rise, an August 2024 survey by Credit Karma reveals that many US parents are prioritising back-to-school shopping over basic necessities. The survey found that 59% of parents with children under 18 expect to spend more this year on back-to-school items, with clothing and accessories topping the list at 44%.

Alarmingly, 60% of Gen Z parents and 56% of Millennials are cutting back on essentials like groceries and bills to ensure their children are prepared for the school year. To ease the financial strain, many parents are turning to discounts and second-hand shopping, with 53% taking advantage of Amazon Prime Day and 61% planning to shop at discount stores.

Courtney Alev, consumer financial advocate at Credit Karma, notes: ‘Many parents are willing to go to great lengths to ensure their kids are set up well for the school year, but for some, that comes with the feeling of dread knowing that their back-to-school shopping expenses may put them in debt.'

For more insights on how brands and businesses are innovating amid rising inflation, head to our Cost of Living Crisis topic.

Strategic opportunity

Explore or expand into the second-hand market or sustainable products. Given the rise in second-hand shopping, offering a curated selection of high-quality, pre-loved items could meet growing consumer demand