If you haven’t managed to snag a viral Crumbl cookie yet, don’t worry - your deodorant has you covered. Dove and Crumbl have teamed up to launch a line with “flavors” like confetti cake and lemon glaze. We feel like this goes without saying (but you really never know these days): don’t eat the toiletries.
Scroll down to read about Black Friday, #booktok, and Snoop Dogg.
Stats to power your week
🛍️ There’s always chatter about whether Black Friday discounts live up to expectations, but here’s the real deal: over half of consumers who shopped during Black Friday said they’re more satisfied with the deals this year compared to last year. GWI Zeitgeist
📚 Amazon is following Spotify by adding audiobooks to its music streaming package, which is likely to add fuel to an ongoing audiobook boom. But who are the biggest fans of books on tape, anyway? Among the audiences most likely to say it’s their preferred way to enjoy a book are Strava users, senior managers, and software developers. GWI Zeitgeist
🎮 We’ve said it before, and we’ll say it again: luxury and gaming are a match coded in heaven. But the hype is evolving. Consumers now want more than just avatar outfits - since last year, we've seen interest around in-game item collaborations like cars, tools, and furniture rise by 22%. GWI Luxury
🍺 Think no/low-alcohol beer is just for people avoiding booze altogether? Think again. These drinkers are more likely to be occasional drinkers rather than teetotalers, with 24% saying they still enjoy an alcoholic drink at least once a week. It’s a reminder that moderation is trending - and so is having options. GWI Core
What’s on our radar
Amazon is stepping up its AI game by developing one of the world's largest AI supercomputers, Project Rainer, in partnership with Anthropic. Alongside this, it launched Nova, a suite of multimodal AI models designed for text, image, and video generation.
There were also a couple of big releases from OpenAI. First was the full version of o1, OpenAI’s model that spends time “thinking” before it answers. People are still applying tests to figure out just how good it is, but the early results are promising, especially if you regularly need help with the New York Times’ Connections game.
Pizza Hut is taking a cue from Chipotle’s assembly-line style, rolling out plans for a restaurant redesign. Think digital menu boards, heated cabinets, and open prep lines where customers can see their pizza being made and customize it on the spot. Who doesn’t love a bit of fast food theater?
Coca-Cola’s “Holidays are coming” effort this year was AI-generated (as is Vodafone’s new ad) - and it seems viewers still loved it. But then again - we know people tend to rate things worse when they know they’re made by AI, and they want AI-generated content to be labeled as such. If brands have to say their ads are using AI, will they still score well?
This is even more relevant as OpenAI has released Sora, its video-generation model, which intriguingly has its video output watermarked, so viewers can tell if it’s made with AI or not.
After years of hype, self-driving cars seem to be gathering momentum, with Waymo announcing plans to expand to Miami, and adoption’s also progressing in Singapore.
One of the big trends in the US in recent decades has been secularization - more and more people not reporting any religious belief. But this might be changing - Bible sales are up this year, and the number who state they have “no religion” is falling for the first time in a while.
One of the big trends we’re currently tracking is a reduced interest in college education, and new data from the National Student Clearinghouse Research Center is showing a “concerning” fall in college enrollment. There’s likely to be a few reasons for the drop, with the cost of further education being one of the most important.
Chart of the week
Once the staple of suburban dads, "dad shoes" have stepped into the limelight - and onto the feet of America’s teens. Brands like New Balance (+115%), Reebok (+91%), and Skechers (+69%) have all seen massive growth among American teens since 2020, thanks to the rise of "dad-core" and "normcore" fashion. Retro, chunky sneakers are no longer just ironic - they’re trendy.
New Balance, in particular, has become a streetwear favorite, hitting the sweet spot between nostalgia and practicality. Meanwhile, Skechers have tapped into pop culture with campaigns featuring Doja Cat and Snoop Dogg, blending Y2K aesthetics with everyday comfort.
It’s a fashion trend that’s rewriting the rulebook - practicality and throwback vibes are officially cool again.
Local lowdown
Croatia, driven by wanderlust
In Croatia, the vacation begins before the destination. While other nations may prioritize cruises, beach resorts, or spa retreats, Croatia stands out for its love of road trips.
This yearning for the open road has deep roots. After gaining independence in the early 1990s, Croatia rebuilt much of its infrastructure, including highways that were long neglected under Yugoslavia’s rule. Today, those investments have made road travel not just possible, but pleasurable.
It helps that Croatia’s geography is a road tripper’s dream. Stunning coastal routes, winding mountain passes, and historic towns practically demand a coffee stop — or a slice of krumpiruša. And with Italy, Slovenia, or Bosnia and Herzegovina just a short drive away, it’s hard to resist packing the car and hitting the road.
But perhaps the biggest draw is simplicity. Croatians are among the most likely in the world to say convenience - like no visas or direct routes - guides their travel decisions. Forget multi-leg flights; Croatians just want to pack, plan, and play.
