This just in: our latest Gen Alpha report has landed, with all the insights you didn’t know you needed. From their dream jobs to their most-played games, our latest report spills it all. Read it here, check out The Guardian’s hot take, or stay tuned for a fun little teaser.
Scroll down to read about matching trips, mac & cheese balm, and meal planning.
Stats to power your week
🥤 Consumers are most likely to describe “healthy” products as low sugar or sugar-free (59%), or food with no artificial ingredients (58%). The irony is, sugar-free products often contain artificial sweeteners. Clearly, navigating health advice, goals, and labels is no picnic. GWI Zeitgeist
🗣️ As AI chatbots get more popular, and people spend more time on them, an increasing topic of debate is what personality people expect those chatbots to have. According to our latest poll, users most want their chatbots to be helpful (45%) and professional (35%). Appropriately enough, the Brits are least likely to want their chatbot upbeat. GWI Zeitgeist
🗳️ Over in the States, Elon Musk launching his own political party might sound pretty wild, given it’s been a two-party system for as long as we can remember. Though, newcomerscan still sway outcomes. Over 1 in 10 Americans say they’d vote independent if there were a ballot tomorrow, with younger groups being more open to this. GWI USA
🤖 From Expedia’s “Trip Matching” to Mango’s AI stylist, brands everywhere are offering AI-powered recommendations. But where’s the appetite increasing most? US and UK consumers are becoming interested in using AI for travel (+45% since 2023), personal organization (+38%), and meal planning (+35%). GWI Zeitgeist
🏐 Netball’s shooting big (for Americans, that’s basketball without the dribbling). The World Cup is moving to a two-year cycle instead of four, with a men’s category being added. This could be a game-changer: while men make up 15% of netball players, they account for nearly half of all followers. The question is: will the men’s side attract the same crowd? GWI Core
What’s on our radar
As interest for certain AI-generated content fades, YouTube’s stepping in. Its new monetization policy targets “inauthentic” videos - which is probably an effort to curb the AI content flood and surface high-quality creators. Meta is following suit.
Yes, that was an Instagram post in your Google search the other day - you’re not imagining it. Meanwhile, Reddit is influencing brand visibility on AI search.
Online returns are pricey - and some retailers are done footing the bill. A fair few have added return fees, with ASOS taking it a step further: it’s now deleting accounts of serial returners.
As societies swap some traditional diet practices for weight loss drugs, an old favorite is slipping back in - waist trainers.
Panera Bread just dropped a “S’Mac and Cheese lip balm,” alongside Magnolia Bakery’s collab with Glossier. While these pairings may seem odd at first, both beauty and fast food fall under the “treat budget”: small indulgences, whether edible or wearable. Meanwhile, some experts question if the term “lipstick effect” is still as relevant in today’s climate.
In 2000 you could make a film about an ad exec trying to understand what women really want. You probably still could, but with Channel 4 and Pinterest adding to the ever-growing discourse pile, it seems like understanding what men really want is the 2025 zeitgeist.
More real-world implications of heatwaves are emerging with UK shoppers staying at home and workplaces in Japan forced to come up with heatstroke policies.
Chart of the week
In November, the Australian government approved a social media ban on under-16s, offering us insight into how online crackdowns affect teens’ attitudes.
Teenagers are figuring out who they are and want to feel independent. That’s why they often push back when told what to do. As the theory goes, when they feel their freedom is being threatened, especially if rules are given without reason or without listening to them, they’re more likely to do the opposite to feel in control. So, it’s no surprise that Australian 12-15 year olds are suddenly being vocal about the value they get from social platforms.
Want teenagers to listen? Ditch the lecture. Make it a conversation by explaining the “why”, laying out their options, and letting trusted peers carry the message.
🔥 Hot take
Punchy perspectives, with data that nudges the narrative
“(Some) alcohol is good, actually”
Alcohol’s a double-edged sword. It messes with your body - liver, blood pressure, immune system, all of it - but avoiding it can be isolating. In fact, Derek Thompson has linked the decline of booze to the “death of partying” and broader sense of solitude in the world.
Among 25–34 year olds, regular drinkers aren’t just sipping: they’re far more likely to buy concert tickets and dine out than their occasional or non-drinking peers. Like it or not, alcohol helps to break the ice, with 28% of beer drinkers admitting they crack one open to feel sociable.
Don’t just take our word for it. Oxford’s Robin Dunbar showed that pub-goers feel more connected to their community and report higher life satisfaction. Consumed in moderation, you can see why some still feel the social benefits outweigh the risks.
