Out-of-home ads might sound old-school… until you give them a makeover. Rare Beauty’s new perfume is here, and Selena Gomez wants you to stop and literally smell her billboards. And forget 2D, today’s marketers are going full IMAX, making their signs pop with flying turtles or massive kebab skewers that pierce through the poster. In 2025, you’ve got to stage a full-sensory ambush to cut through the noise.
Scroll down to read about shrinking bakes, the greenhushing movement, and Christmas in July.
Stats to power your week
🪞With AI models now gracing the pages of Vogue, people have grown worried about AI’s potential impact on beauty standards. 58% think it will promote unrealistic beauty standards - and that jumps to 66% among people who want brands to show a range of models. Maybe the top concern isn’t that AI-generated faces will look fake; it’s that they’ll all look the same. GWI Zeitgeist
🦹♂️ Thanks to sitcoms like The Big Bang Theory, pop culture expos are often seen as havens for brainy, awkward guys, but the crowd could be more diverse than you think. While the brainy stereotype may stack up (those who go to gaming conventions are more likely to have a PhD), 44% are women, and even more say they’re outgoing. GWI Core
🍪 As appetites shrink, so do the snacks. 40% of weight loss drug users have noticed changes in their eating habits, while 18% have spotted negative side effects like muscle loss. And brands are already adjusting their recipes: UK bakery chain Greggs is rolling out smaller, protein-packed bakes designed for these customers. GWI Zeitgeist
🛳️ When you think of cruises, your brain might conjure up images of pensioners playing shuffleboard and lining up for the early bird buffet. But that image’s headed overboard. As it turns out, more Gen Z vacationers are eyeing up a cruise vacation in the next year than Gen X or baby boomers. The all-in-one pricing model gives them complete budget control, with new cruise lines delivering TikTok-worthy activities and themed trips. GWI Travel
✅ The UK’s Online Safety Act is getting a mixed response online, especially around its age verification rules on adult content. Some say it goes too far, with the Reform Party even labeling it “borderline dystopian.” Those shouting the loudest don’t always reflect the majority though. Back in June, 59% of UK consumers said they support age checks on social media. GWI Zeitgeist
What’s on our radar
You’ve heard of Summerween, but what about Christmas in July? Expats in Australia and New Zealand are celebrating the festive season mid-year, when temperatures dip for them. Sure, it’s still not quite the snow-globe scene from your favorite Christmas movie, but it beats roasting a turkey in 35°C heat.
Extreme weather is driving up food prices around the world, and cuts to food stamps are about to hit in America.
Amid growing scrutiny over greenwashing and changes in consumer priorities, many companies are “greenhushing” - scaling back their climate talk, while quietly chasing their targets.
China’s handing out a fresh wave of childcare subsidies in an effort to boost birthrates. Meanwhile, in South Korea - which has the world’s lowest birth rate - fertility clinics are busier than ever.
Some of the criticism around age check rules stems from uncertainty around how they’ll be enforced. YouTube’s given us one example to go off: it’ll use an account’s age and activity to determine if it belongs to someone under 18.
The fintech revolution is in full swing, but for many players, it all comes down to licensing. Klarna just secured approval from the UK’s Financial Conduct Authority, clearing the way for debit cards and savings accounts. Meanwhile, Revolut is eyeing up a US bank acquisition to fast-track its own licence and expand stateside.
An AI-altered version of The Wizard of Oz has sparked backlash online, with film fans describing the changes as “vandalism.” Meanwhile, the re-release of Raanjhanaa (a popular Hindi-language drama) with an AI-altered ending has stirred up its own storm. Consumers are clearly protective of the classics.
Chart of the week
The England Lionesses have lifted the UEFA Women’s Euros trophy twice - first on home soil in July 2022, then again just weeks ago in Switzerland. And when the Lionesses score, Brits show up.
Interest in the Women’s Euros spiked in mid-2022, and the Lionesses’ latest win may be the boost needed to finally push engagement past the 20% mark - an exciting milestone for women’s football.
A high-performing team or athlete can clearly lift an entire sport - just look at Serena Williams and women’s tennis and Simone Biles and gymnastics. But the plateau in engagement with the Women’s Euros since 2022 is a reminder that audience growth tends to build slowly, with some fans only showing up for the big moments. The challenge is turning today’s buzz into sustained growth.
🔥 Hot take
Punchy perspectives, with data that nudges the narrative
“The war on gambling ads is fueled by emotion, not evidence”
Betting ads in sport are under fire, with some are calling for outright bans; yet much of the debate ignores the bigger picture. While over 3 in 10 gamblers don’t feel that broadcasters and leagues do enough to highlight the dangers of sports betting, a massive 90% say they’re already aware of them.
Truth is, most people bet within their means: problem gambling is estimated to affect just 0.4% of UK adults. The numbers for alcohol addiction are worse, but you don’t hear many calling for an ad blackout on booze.
Like it or not, gambling is deeply woven into the business of sport, with certain leagues and clubs getting a lot of their income from these sponsors. Were that funding to dry up, sports would feel the hit. Hard.
