Shakespearian drama never goes away, it just reinvents itself. Its latest skin is Grand Theft Hamlet, a retelling of the familiar tragedy in the world of Grand Theft Auto Online. Yes, we really are getting a Shakespeare GTA movie before GTA 6.
Scroll down to read about German elections, a caffeine conundrum, and expat-heavy industries.
Stats to power your week
🏛️ German elections were held on Sunday, and the populist right-wing party Alternative for Germany (AfD) had its best performance yet. To help you understand the political climate over there, here’s a useful insight – when we asked consumers in December what they thought the top issue was in their country, Germany was the only one to put immigration above the cost of living. GWI Zeitgeist
💉 Southern states in the US are currently experiencing a measles outbreak, amid a rise in anti-vaccine sentiment. This is sadly no surprise – when we asked about perceptions of the MMR vaccine around the time of last year’s measles outbreaks, Texas (15%) was one of the big hotspots viewing the jab as unsafe. GWI Zeitgeist
🦉 The so-called “anti-woke” vibe shift may have come too late for restaurant chain Hooters, which is reportedly filing for bankruptcy. It almost goes without saying - it has one of the most male-skewed customer bases we track (72% male, 28% female). The restaurant chain with the most female-leaning audience is The Cheesecake Factory, so maybe first dates there are okay after all? GWI USA
🏒 The National Hockey League showcased its international talent by hosting the 4 Nations Face-Off, where Canada emerged victorious. Although we tend to associate ice hockey with North America, the biggest hockey-heads in the world can be found in the Czech Republic, where 57% of consumers follow the sport. GWI Core
☄️ Last week you might have read about an asteroid which at one point (until the odds were recalibrated) had a 3.1% chance of hitting Earth in 2032. For context, that’s the same probability you have of bumping into someone who owns gear made by Columbia Sportswear. Talk about close encounters. GWI Core
What’s on our radar
The New York Times has greenlit AI tools internally, hoping to speed up tasks like article translation and make journalistic research easier. Meanwhile, The Guardian has struck a partnership with OpenAI, giving ChatGPT users access to extensive summaries of the former’s work, while employees at the paper will be using ChatGPT Enterprise at work.
An AI tool solved a question that a team of microbiologists worked on for close to a decade in just 48 hours. AI is commonly criticized for rehashing old ideas instead of coming up with novel insights, but this might be evidence of turning a new leaf. And Anthropic is confident Claude will find “breakthrough solutions to challenging problems” in 2027.
Nike is partnering with Kim Kardashian-founded SKIMS to launch a new brand called NikeSKIMS - the first time Nike has collaborated with an external company to introduce a new brand.
Nike’s new collaboration should give them a foothold with the female athlete market, while energy drink brand Celsius will hope for a similar expansion with their acquisition of female-focused brand Alani Nu.
Celsius and other energy drink brands might benefit if caffeine-craving consumers feel coffee is getting too expensive. Or perhaps they’ll take a lesson from chocolate companies, which are also figuring out ways to navigate price rises.
If you want a crash course in streaming, you’re in luck. Twitch star Kai Cenat is launching “streaming university,” complete with guest lecturer MrBeast. It might attract a lot of Gen Z, but Gen Alpha (presumably with parental permission) are also interested. For more formal training, check out Whalar’s creator campus dubbed “The Lighthouse.”
First it was John Lewis, now Currys – more electrical retailers are selling sexual wellness devices. It’s safe to say there’s a buzz.
The latest in famous creators using AI in their works? Timbaland’s new music video and the “fantastical avians” in Stella McCartney’s summer 2025 campaign.
Chart of the week
Work is one of the top ways to find yourself in another country permanently, or at least living there for a few years. Looking at the top industries for expats, some are expected, but there are some surprises.
Many countries have military bases around the world, so it's no wonder the armed forces take the top spot. Also ranking high are industries known for high amounts of expat workers – including hotel and tourism staff, healthcare professionals, and those working in education around the world, often as tutors or language teachers.
But from a white-collar perspective, we can see marketing, advertising, and media/journalism are also part of the picture. These are well-paying jobs with higher-than-average flexibility, and employees here might want to work from the road or even seek digital nomad visas – big in places like Portugal and Italy right now.
Local lowdown
Norway’s nursery network
“Barnehage” is a Norwegian word that translates to “kindergarten” or “daycare” in English, but it can also be seen as a snapshot of the country’s general attitude towards early childhood. With this attitude comes jobs, and so, Norway is the world leader for churning out nursery workers.
To Norwegians, childhood is seen as a sacred time that must be joyful and cherished, with a focus on building up values of tolerance and respect. The government there has made sweeping reforms in the last 20 years to make full-time care available and mostly covered for all 1-6 year olds, no matter the parents’ financial or working statuses.
With laws like these, extensive research must be done to ensure the best policy, and so – this is the icing on the cake – Norway also leads the world in producing policy researchers. It all makes perfect sense.
