7 June 2023

Hi folks,

So we’ve finally seen Apple’s long-awaited mixed reality headset, the Vision Pro. While you’re reading everyone’s take on it, it’s helpful to look back on some reactions from the past that haven’t aged so well. In a forum post marking the iPod’s announcement in 2001, one user simply said: 

“An mp3 player with a HD! how original! kinda reminds me of a JUKEBOX i once knew..”

Scroll down to read more about duck nails, milkmen, and guts (not like that).

Stats to power your week

☀️ With a new series of “Love Island” underway, it was only right to look into how young singles plan their vacations. So if you want to meet other singles abroad, the data says you’re probably best aiming for a hostel in Egypt, or a campervan in Switzerland. (GWI Travel)

📈 It’s hard to find a bookshop these days without a #BookTok section, such is the influence TikTok has had on popular culture. Now we know the extent of how much people love it: the number outside China who say it’s their favorite social app has doubled since 2021. (GWI Core)

🪞 Only 14% of internet users say their physical appearance contributes the most to their online identity, compared to 19% who say the same for their in-person identity. On the internet, nobody knows you’re a dog. (GWI Zeitgeist)

🚘 The only way is up for electric vehicles. Not only has Toyota set a new world record for driving nonstop with electric power, the number who own one has grown 29% since 2021. (GWI Core)

🌱 Eco-credentials are losing traction in the US, with a 12% decrease in the number who want their food to be sustainably made over the last two years. Demand for probiotic food is higher than ever though, so let the fermenting commence. (GWI USA)

What’s on our radar

Big moves from some big players in the world of sustainability – Mars is trialing recyclable wrappers for its chocolate bars, and Coca-Cola wants to be your milkman.  

Which group do Americans think most deserve better DE&I efforts? Our research has found it’s actually disabled people, which makes Unilever’s decision to have over 70% of their ads feature disabled representation behind the camera so on point. 

The latest research isn’t a great sign for mankind: humans are only slightly better at knowing they’re talking to an AI than pure guesswork. 

Israel and Japan are two of the first countries to announce their position on how AI tools use copyrighted content – and they’re broadly in favor. But only 30% of consumers say AI tools should be able to use it without legal concerns. 

Gamers and beauty lovers unite! Revolution Beauty has launched a Fortnite-inspired cosmetics collection. 

After Patagonia pledged its profits to charity last year, another brand has set a high bar for brand purpose. Tony’s Chocolonely has implemented a new legal mechanism effectively guaranteeing its commitment to producing “slave-free chocolate” forever. 

NFTs aren’t completely going away. EA and Nike have announced a new partnership adding the latter’s NFT creations to the former’s games. 

Meta has threatened to pull news links from its apps if California passes a bill that would tax them for news content. 

Hollywood’s writers are still on strike, but its directors have reached a deal – with interesting implications for AI and global content distribution. 

One of the best places to catch a new trend is in nail salons at the start of summer. Based on what we’re seeing, the Y2K aesthetic is still going strong.  

Chart of the week

Discord might have a core audience of gamers, but it’s increasingly extending out to new markets – so much so that FC Barcelona joined the platform last week. 

It’s something of a cliche to call Discord a community-driven platform, but the data highlights just how much this is the case.

All social platforms aim to bring better communication and connectivity between users, but succeeding on Discord really means knowing and nurturing your most loyal fans well. 

Get more from GWI

Bits and bobs we thought you might like:

• Gender representation, ads to challenge stereotypes, and AI

• Register for Behind the screens: Social media trends in 2023

• Who’s spending and what’s trending in the “bad vibes” economy