News 24.07.2025

News

Innovation Debrief 2025–2026 goes live, Journal reimagines fragrance testers and why news coverage on back-to-office policies is impacting UK staff wellbeing.

Innovation Debrief 2025–2026 report goes live

Global – Discover the top 50 innovations acknowledging, driving and anticipating change in our new Innovation Debrief 2025–2026 report.

In Mastering AI: A Survival Guide to Our Superpowered Future, Fortune’s AI editor Jeremy Kahn explores how AI excels at producing mainstream culture but misses the avant-garde – the unexpected, the strange, the deeply human. In an exclusive interview with The Future Laboratory, he explains: ‘That actually may put a premium on humans who can operate as artists on the avant-garde because that will seem very refreshing to people. It will be something they cannot get from AI. But the question is, how do people discover that?’

Our Innovation Debrief 2025–2026 sets out to answer that question. As we approach our 25th anniversary, this report uncovers 50 standout innovations – from collagen-infused jeans to sake tested in space – each paired with strategic insights. Themes such as Mischief Marketing, Sober Socials and Resilient Appetites meet deeper reflections on accessibility, heritage and climate resilience. In an increasingly beige culture, we bring back the bold. 

The report is now live and you can download it here.

The Faroe Islands bring back the joy of getting lost

The Faroe Islands' Mystery Road Trip, The Faroe Islands

The Faroe Islands – As algorithm-driven travel fuels overtourism, The Faroe Islands’ self-navigating rental cars offers curated but partially hidden routes devised by locals. This new initiative is challenging travellers to let go of planning and control. Though not autonomous vehicles, the cars reveal only one destination at a time – appealing to travellers craving surprise and serendipity.

Using QR-code-enabled Google Maps, the routes are designed to alleviate overtourism by directing visitors to overlooked sites such as turf-roofed churches and cliffside cafés. Each car receives a unique route to avoid duplication, and local stories accompany each stop. It’s a savvy evolution of Visit Faroe Islands’ past creative campaigns, such as Sheep View 360 and Faroe Islands Translate, that merge whimsy with utility.

Published in 2024, our Anti-tourism Market foresaw the rise of ‘destination dupes’ – off-grid alternatives for screen-fatigued travellers. The Faroe Islands’ tech-enabled, human-curated solution is precisely designed to disperse footfall – while delivering a sense of adventure and local authenticity.

Strategic opportunity

Partner with local tourism boards to create data-informed campaigns or branded itineraries that spotlight hidden gems – blending local voices with digital curation to drive discovery and reduce overcrowding

Thai perfume brand Journal turns fragrance samples into NFC collectables

Journal, Thailand Journal, Thailand
Journal, Thailand Journal, Thailand

Thailand – Fragrance brand Journal is rewriting the rules of scent sampling with a wearable fragrance tester that doubles as a social connector. Designed by creative agency CJ Worx, the Magnetic Attraction wristband infuses body oil with fragrance while integrating NFC technology, allowing wearers to exchange contact info or social handles with a simple tap and transforming scent into a shared experience.

Launched with a high-profile campaign featuring Thai actor Krit Amnuaydechkorn, also known as PP Krit, the tester debuted at an experiential event that drew mass social engagement and boosted sales by over 50% in the first week. What began as a perfume sample became a viral conversation starter and proof that investing in innovative sampling can drive confident purchases, spark word-of-mouth sharing and foster lasting brand loyalty.

This aligns with the shift outlined in LS:N Global’s Scent Retail Futures report, which explores how the fragrance category is evolving in response to consumer desires for slow, immersive discovery. With 74% of luxury fragrance purchases still happening in store (source: Grand View Research), scent remains a category that thrives on physicality and intimacy.

Journal’s wearable format modernises this by offering portability and digital functionality. The brand is meeting consumers where they are: on-the-go, hyper-social and seeking experiences that bridge physical and digital.

Strategic opportunity

Consider rethinking samples as interactive touchpoints that make the discovery journey more personal, social and memorable

Stat: Survey finds hardening stances on office attendance are impacting UK staff wellbeing

Photo by Marc Mueller via Pexels Photo by Marc Mueller via Pexels

UK – Hardening return-to-office mandates are fuelling anxiety among UK workers, with 38% reporting that media coverage of stricter attendance policies is harming their wellbeing. According to a Hays survey of 3,600 UK employees and employers, tension is rising as firms such as HSBC, Barclays and Man Group enforce tighter office requirements.

We highlighted the growing tension between employers and their employees in our Work States Futures report. With 28% of working adults in the UK now operating in hybrid patterns, Hays warns that ignoring the wellbeing impact of rigid mandates risks long-term workforce resilience.

Hybrid working remains a vital support system, with 84% of hybrid employees citing improvements across mental, physical, social and financial wellbeing. Women (87%) and younger workers are particularly benefiting – and are also more negatively affected by return-to-office pressures. Financial concerns, especially commuting costs, were a key deterrent for 59% of respondents.

Strategic opportunity

Launch wellbeing support that directly addresses financial and emotional stressors, helping retain talent and future-proof workplace culture amid shifting return-to-office mandates

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