Apparently, the world was supposed to end last week. Spoiler: it didn’t. But that didn’t stop TikTokers from turning “rapture day” into a viral moment. Forget Harold Camping’s old-school billboards from the 2010s; today, apocalyptic hype is fueled by algorithms. It’s fast-moving, unfiltered, and inescapable on your For You page.
Scroll down to read about nicotine pouches, the new iPhone, and the latest remote working trend, WFP (work from prison).
Stats to power your week
🍺 Around the same time that alcohol prohibition famously failed in the US, Norway took a very different approach. In 1927, it created Vinmonopolet, a state-run alcohol monopoly designed to regulate access, rather than ban it outright. And you could say it still shapes behavior: Norwegians are among the least likely in Europe to drink alcohol each week. GWI Core
🖥️ Claude AI showed how integrating the collaborative design tool Figma into its interface can make the development process smoother and faster. This is the kind of everyday assist AI should aim for. We asked developers what the biggest benefits to using AI are, and time efficiency and productivity ranked top. GWI Work
⚡ Chatter about AI’s energy and water use isn’t just media noise - consumers are listening. Since December last year, concern over the environmental impact of AI has increased by 32%. It’s still not a top concern, but more people are becoming aware of the issue. GWI Zeitgeist
🚬 Influencers are being pinned as the reason nicotine pouch usage is surging among UK teenagers, and they could be a factor. Among 18-27 year olds, those who typically discover new products via influencer recommendations are 16% more likely to use the oral smoking substitute. GWI Core Plus
🍎 Early demand for Apple’s iPhone 17 Pro looks strong. While people upgrade phones less often than they did a decade ago, this habit ebbs and flows. Nearly 1 in 5 consumers say they tend to update their devices very regularly, a number that’s increased by 11% over the last two years. GWI Consumer Tech
What’s on our radar
Usually, we see video games being turned into movies; now, the script’s being flipped. Legendary developer Hideo Kojima has teamed up with film producer Jordan Peele on a new horror game. Actor Nolan North’s dream is finally being realized.
Dressing up for Halloween isn’t child’s play. The Halloween & Costume Association has reported a steady rise in adult participation since 2020. Meanwhile, catering to fresh demand, Halloween Advent calendars have started to hit the shelves.
The latest beneficiary of remote work? Prisoners. Maine inmates are making remote work…work - and now other states want in. At the same time, hybrid work is losing some wiggle room: 85% of UK job listings now demand at least two office days, up from 77% since 2024, according to recent analysis by job-search site Indeed.
Elon Musk’s xAI has signed a deal to bring its Grok chatbot to US federal agencies at a discounted rate. Across the Atlantic, the UK government is hoping for £45 billion in savings from AI after a trial showed the amount of time it freed up for programmers.
Meta has announced Vibes, a new way to discover, create, and share AI-generated videos; and a new company aims to give consumers the ability to build apps. As this happens, developers are questioning whether vibe coding (literally coding based on what “feels right” as you go) is rewiring brains to form bad habits.
Chart of the week
Late night shows have been in the news a lot lately, which got us thinking: is “prime time” actually prime time for every advertiser? Nobody’s disputing that the 7–10pm slot draws the biggest crowds. If you want maximum reach, that’s where you’ll find it.
Still, don’t sleep on late night slots. While they draw smaller crowds, their viewers are (ironically) more awake to ads. In the US and UK, people who watch late night shows are over 20% more likely to say they tend to buy brands they see advertised than prime time viewers. Not only that, but late night audiences are more likely to be eyeing up products like smart TVs, cars, or experiences.
It’s not just about how many people you reach, but who you reach, with the prime spot being the one that gives you the most bang for your buck.
🔥 Hot take
Punchy perspectives, with data that nudges the narrative
“The box office loves reboots - audiences, not so much”
It feels like film reboots are everywhere these days. Last year’s entire box office top 10 was made up of sequels, remakes, or existing IP, a pattern that’s set to continue. Why? Because they have faster turnarounds, less risk, and proven marketability - a safer bet as the industry weathers tighter budgets.
But big numbers don’t always mean big love. 60% of consumers who feel nostalgic for some form of media say there are too many “unoriginal” shows or movies. Plus, consumers are 87% more likely to say an original story would most encourage them to go to the cinema than a sequel or remake. Everything Everywhere All At Once and Parasite have swept past award seasons, while this year, Sinners and Weapons have been huge successes. Sure, originals are a gamble, yet when they hit, they hit big. Maybe it’s time to bet on them more often.
