?? Dearest gentle reader, scandal is afoot
Hi folks,
After the infamous Fyre Festival and “immersive” Willy Wonka experience, Detroit’s Bridgerton-themed ball has joined the list of events that didn’t meet party-goers’ expectations. With 32% of US Halloween fans planning to go to an event this year, we hope organizers and influencers manage to make it a holiday to remember (for the right reasons, of course ??).
Scroll down to read about ultra-luxury and the truth about workplace AI adoption.
Stats to power your week
?? Appetite for international content has stirred a debate around dubbing vs. subtitles. Experts have weighed up the pros and cons , but consumers prefer subtitled over dubbed, with the main reason being it maintains the original tone and emotions. GWI Zeitgeist
?? Pickleball, often described as a mix of tennis, ping-pong, and badminton, has made the headlines time and time again for being America’s fastest-growing sport . But how popular is it, really? And can emerging sports ever catch up to their parents? Well, Americans in their 20s are more likely to play pickleball than ping-pong, and overall, it’s ahead of tennis in five states. GWI USA?
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?? Coffee’s consumed pretty much everywhere, but not in the same way. Italian drinkers are most likely to use ground coffee pods (46%), Germans favor whole beans which they grind themselves (42%), and Brits’ go-to is instant or powder coffee (65%). We’ll leave it to Google to tell us what that says about each market’s personality. GWI Core Plus
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??? For many of us, using social media to plan vacations is second nature. But in the wider market, it’s a trend that’s still got a way to go. That said, we’re seeing movement in this area, with a 22% year-on-year rise in the number of people saying social’s their top source of information when researching or planning vacations. GWI Travel
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??? The “buy less, buy better” philosophy has been discussed a lot recently, and the message seems to be registering in places. It’s the first year that more UK Gen Z say high-quality products would drive them to promote a brand over rewards, while the switch happened in 2020 among older generations in Europe. GWI Core
Chart of the week
Despite ChatGPT being released in 2022 and AI moving at a very fast pace among consumers, we’re just starting to see things take off in the workplace: under 3 in 10 US/UK professionals say their company uses it.
This does reach 34% among Gen Z and millennial workers, though. Finding staff is the top business challenge according to professionals in these markets, and AI is a key part of attracting and retaining young talent.?
Employees at companies that use AI generally score them higher for “collaboration”, “productivity", and “training for staff”. So, brands that openly discuss it and allow younger workers to bring these skills to the workplace will be better prepared as this trend evolves.
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