Chat about wealth is never far away, but two moments have brought it back into focus. Tesla just approved a deal that could make Elon Musk the world’s first trillionaire. Meanwhile, Billie Eilish has called out the ultra-rich with a simple question: “If you’re a billionaire, why are you a billionaire?”. It all underscores a bigger debate: should a line be drawn on wealth? If so, where? And who gets to decide?
Scroll down to read about tariffs, creative AI tools, and Truth Social users.
Stats to power your week
🏎️ Formula 1 has its pedal down in the US, with a 26% year-on-year rise in Americans following it, and a 45% surge in those playing the game. Netflix’s Drive to Survive brought the drama, and new races in Austin, Miami, and Vegas sealed the deal. Clearly, when access meets storytelling, fandoms shift into high gear. GWI USA
♊ Among employees who use AI, engagement with Gemini has jumped an impressive 106% year-on-year - growing faster than every other tool. Already built into Google’s apps and packed with creative tools, it’s become a go-to for workers looking to turn ideas into content. GWI Work
🧋 Gen Z are stirring up the coffee scene. Unlike other drinkers, they’d pick iced coffee over espresso, and they’re 23% more likely to grab a frappe. For them, coffee’s as much about style as substance - a treat to enjoy and share, not just a caffeine hit. No wonder chains like Dunkin’ and Dutch Bros are brewing up big appeal. GWI Core Plus
🤖 The dream (or nightmare) of a humanoid home robot is edging closer with the 1X Neo. While still a luxury experiment, simpler tech hints at what’s next: 6% of consumers have bought a robot vacuum in the last 3-6 months, with purchases over 2x higher in China and Vietnam than the US or UK. The rise of home robots may depend less on the tech, and more on how ready markets are to let them in. GWI Core
👤 There’s plenty of talk about a loneliness epidemic, but it’s not all one-way traffic. Year-on-year, there’s been an 18% drop in people saying they feel lonely regularly. From tight-knit online circles to real-world catch-ups, we’re possibly being more intentional about how (and who) we connect with. GWI Zeitgeist
What’s on our radar
Much like a recession, tariffs will create winners as well as losers. Primark’s speeding up its US rollout, betting that new import rules will steer shoppers away from cheap online retailers and back to the high street. And just before tariffs took effect, foot traffic at warehouse stores spiked.
With 42% of teens saying that talking about their feelings is important to them, brands are responding. McDonald’s new “Draw How You Feel” Happy Meal boxes trade the classic red for a blank canvas. This ties into a broader trend of experiential and wellness-driven packaging.
Would people trust AI to drive their child across town alone? Toyota thinks so. It recently unveiled Mobi - a fully autonomous, electric “bubble car” built to transport kids solo. At the same time, Foxconn is teaming up with Stellantis, Nvidia, and Uber to develop Level 4 self-driving vehicles for global robotaxi use.
As older Americans turn to reverse mortgages to stay afloat, a new wave of buyers is capitalizing on assumable loans - taking over sellers’ low-rate mortgages instead of starting fresh.
Chart of the week
Netflix just posted its biggest ad-sales quarter yet, alongside a new metric - monthly active viewers. And it’s not alone: our data shows sharp increases in ad-supported viewing across several major platforms, with around 1 in 3 internet users now holding an ad-based TV streaming account.
While most of us still watch broadcast TV, ad-backed streaming is building a highly engaged, influential audience. Excluding YouTube, ad-supported viewers have an average of 4.5 TV streaming accounts and estimate spending much more time watching this channel each week than live TV audiences spend on their equivalent (8h35 vs. 5h41). They’re also more likely to scan QR codes and click on website ads.
Brands and platforms now have an opportunity to look beyond traditional ad breaks and explore shoppable, social, and interactive formats, especially as streaming expands into video podcasts and gaming.
🔥 Hot take
Punchy perspectives, with data that nudges the narrative
“Someone else’s echo chamber can be a source of perspective”
Truth Social may have a reputation as a right-wing echo chamber, but its audience isn’t so one-sided. Over 1 in 5 US users identify as Democrat or Independent voters, and almost as many describe their political views as liberal or very liberal. So, why join an app that seems built for the other side?
Ironically, disagreement could be the draw. Compared to the average Truth Social user, Democrat-leaning scrollers are 28% less likely to say they’re opinionated, and 83% more likely to be interested in public media like NPR and PBS, which tend to attract people seeking balanced and in-depth reports. This suggests that many aren’t on the app to belong, but to observe - using it as a kind of digital field trip into a different worldview. Ultimately, when algorithms push you deeper into your feed, curiosity is what pulls you out.
