LSN : News : Stat: Thrift-mas takes hold as Brits embrace second-hand gifting

WWF highlights underwater warming through thermal technology

In Hot Water by WWF International, Global

Global – During COP29 in Baku, WWF unveiled In Hot Water, a powerful stop-motion film spotlighting the devastating impact of rising ocean temperatures and marine heatwaves on underwater ecosystems. While global warming is often visualised through barren landscapes and extreme weather, this campaign shifts the focus to the often-invisible threats beneath the surface.

Created by London animation studio Nomint, the film employed thermal imaging cameras to deliver a visually arresting narrative. Using a fiery, high-contrast palette symbolising rising temperatures, the production combines art and technology to expose the unseen effects of climate change. Notably, the 3D-animated child featured in the film was 3D-printed and heated to specific levels, allowing thermal cameras to capture precise colours, which were then stitched into stop-motion sequences.

Pepe Clarke, WWF’s oceans practice leader, explains: ‘The film evokes humanity’s connection to the ocean while illustrating the catastrophic effects of climate change that remain invisible to the naked eye.’ In Hot Water showcases how design can be used to evoke urgency around the climate crisis, aligning with our findings in Rebranding Nature and Five Design Responses to the Climate Crisis.

Strategic opportunity

Consider how your business can leverage innovative technologies, creative art forms and striking visuals to communicate complex, invisible challenges such as climate change, connecting with and educating people without contributing to doomerism

Pizza Hut launches Tomato Wine for the festive season

Pizza Hut Tomato Wine, US

US - Pizza Hut has launched a limited-edition Tomato Wine, crafted in collaboration with Kansas-based Irvine’s Just Beyond Paradise Winery.

The unique wine offers an aromatic blend of fresh herbs and spices with rich notes of sun-ripened tomato and subtle hints of toasted oak, reminiscent of baked pizza crust. According to the company, the wine delivers a similar taste to white wine when chilled, despite being made from tomatoes.

‘As a brand who has pioneered many firsts in the industry, we took a beloved, classic pairing of pizza and red wine and flipped it on its head as we aim to spark intrigue and create a more memorable holiday pizza party,’ commented Pizza Hut’s director of advertising Elyse Slayton.

Modern vintners are increasingly emphasising accessible pairings, such as wine to be drunk with pizza, aiming to shed the industry’s esotericism and appeal to younger demographics. Our Comfort Cuvées report spotlights the forward-thinking brands and vineyards adopting a ‘deluxified’ approach to wine.

Strategic opportunity

Don’t be afraid to buck against tradition. Explore unconventional ingredients or formats, blending tradition with novelty to captivate adventurous consumers seeking bold and fun flavours

Microsoft Teams reinvents global communication with AI translation tools

Global – Microsoft Teams is elevating the way people connect by introducing a real-time AI-powered interpreter feature, enabling participants to speak or listen in their preferred language. Rolling out in early 2025, the feature will support up to nine languages initially and will even simulate a user’s own voice in the chosen language.

This marks a significant step in making virtual meetings more inclusive and accessible for global teams. Additionally, Teams will soon support multilingual meeting transcription, accommodating up to 31 translation languages. Expanding its AI-driven capabilities further, Teams will preview tools to analyse and summarise visual content shared during meetings, such as PowerPoint slides or web pages, ensuring users never miss key details.

With Copilot’s ability to provide concise summaries of shared files directly within the chat interface, Microsoft is positioning Teams as a seamless, multilingual collaboration hub for the increasingly interconnected world of work. Its innovation aligns with our insights on Digital Dialects in our macrotrend report The Synthocene Era.

Roblox, US

Strategic opportunity

Leverage AI-driven tools to foster inclusivity and seamless communication, empowering global teams to collaborate effectively, regardless of linguistic or cultural differences

Stat: Thrift-mas takes hold as Brits embrace second-hand gifting

Vinted, UK

UK – A shift towards second-hand shopping is set to dominate this year’s festive season, with 84% of UK consumers planning to spend part of their gift budgets on pre-loved items, according to second-hand shopping marketplace Vinted’s latest research.

Vinted teamed up with Retail Economics to publish the Recommerce 2024 Report, finding that second hand will account for more than 10% of gift spending this Christmas.

Dubbed ‘thrift-mas’, this trend could contribute £2.05bn ($2.6bn,€2.5bn) to the UK’s second-hand market. People aged 18–45 are leading the movement, making up 53% of those who are buying second-hand each month. Nostalgia, cost savings and the appeal of unique finds are major drivers, while 29% of shoppers cite sustainability as a key motivator.

The report also found that 43% of people surveyed plan to fund holiday purchases by selling items via resale platforms.

Our Resale Redux report explores how the burgeoning resale market offers guilt-free alternatives to fast fashion, providing a space where consumers can hunt for bargains, tap the latest trends and buy sustainably.

Strategic opportunity

Collaborate with resale platforms such as Vinted, Depop and eBay to sell deadstock or returned items. This will appeal to cost-conscious shoppers, reduce waste and position your brand within the growing circular economy