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Elf Cosmetics and Billie Jean King campaign against lack of diversity in the boardroom

Serving Facts with Billie Jean King by Elf Beauty, US

Global – Billie Jean King, the legendary icon of tennis, has teamed up with Elf Beauty in a collaboration aimed at advancing gender equality and inclusivity. Through their Board Game initiative, the beauty brand and the champion are shedding light on the under-representation of women and people of colour in corporate leadership roles.

‘Billie Jean King is the perfect partner for this initiative,’ said Lisa Topol, executive creative director and managing partner at ad agency Oberland. ‘Not only is she a tireless warrior for equality in sports, but she takes the fight wherever it’s needed, even if that means packing up her racket and serving some cold, hard facts in the middle of a board meeting.’ By partnering with King, Elf taps into the She is Mother microtrend we previously analysed. Talented women over 60 are finally getting their flowers and reaching higher levels of relevance than in their 20s in Hollywood, from modelling to ads and TikTok.

Gender inequality is prominent in the American workplace, with women making up only 27% of US corporate boards, and the average US corporate board being 88% white (source: 2023 BoardEx Non-Executive Director Database analysis of UD publicly traded companies on NASDAQ + NYSE).

Notably, Elf Beauty is one of merely four publicly traded US companies out of 4,200 with a board of directors composed of two-thirds female representation and one-third diverse representation. For more insights on the brand’s winning formula, head to our Brand Innovation Debrief: Elf Beauty analysis.

Strategic opportunity

Look for opportunities to promote and empower diverse and aspirational ambassadors that authentically embody your brand’s values and resonate with your consumers, thus setting your business apart

HMD and Nokia promote digital detox with new pocketable phones

Global – HMD, the largest European manufacturer of smartphones and makers of Nokia phones since 2016, launched a trio of compact 4G phones in April 2024 to signal a departure from the relentless smartphone race. The Nokia 215, 225 and 235 boast basic functionality and vibrant colours while offering respite from constant notifications and hefty price tags.

These candy bar-style phones cater for those seeking simplicity in a tech-driven world. ‘Some people will use the phone to disconnect, tune out and live in the moment. Others will do the exact opposite,’ said Adam Ferguson, global head of insight, proposition and product marketing at HMD.

The devices, priced affordably at under £65 ($81, €75), target a segment that either want to disconnect from the internet or are already anti-smartphones. Shioupyn Shen, founder and CEO at CloudMosa, emphasised the importance of affordable devices, stating: ‘Enabling it and getting the next billion people connected has proved impracticable – until now.’

The Nokia 215 offers the bare essentials, while the 225 adds a 0.3MP camera, and the 235 features a larger screen and a 2MP camera. The 8210 4G is not a total digital detox, as it boasts access to WhatsApp, Facebook, Google Maps and YouTube.

With their retro charm and modern connectivity, these phones aim to provide a stylish escape from digital noise. In Quiet Mode, we previously analysed how, in a world full of noise, innovative features from tech and social media companies are helping consumers who crave a new kind of quiet.

Nokia 215 4G by HMD, Finland

Strategic opportunity

Gen Z consumers are exploring a life away from overwhelming tech interfaces. How can you encourage them to connect with and build a relationship with your brand in person?

Nature has become an official Spotify artist as part of a UN conservation initiative

Sounds Right by AKQA for Museum for the United Nations – UN Live, US

Global – Launched by UN Live on 18 April 2024 before Earth Day, Nature will now be credited as an artist on Spotify. Sounds Right will see Nature’s streaming royalties collected by Brian Eno’s US and UK-registered Earth/Percent charity, which will be used to support climate action globally.

Artists from around the world including pop singer Ellie Goulding have released new tracks co-crediting Nature to encourage ‘millions of music fans around the globe to recognise the value of nature and to inspire them to take action’.

Melissa Fleming, the UN’s under-secretary-general for global communications, stated: ‘Sounds Right is a ground-breaking music movement. It unites people around the world in a shared commitment, recognising the intrinsic value of nature. Together we must act now to protect our planet for our common future.’

Some 60% of royalties from ambient tracks on Nature’s Spotify profile, as well as at least 50% of revenues from tracks in the Feat. Nature playlist will be donated to biodiversity conservation and restoration projects. What’s more, Sounds Right has created a GoFundMe page for individual donations.

We have previously discussed how companies are taking the responsibility to become Nature Stakeholders and incorporate sustainability as integral in their business offering.

Strategic opportunity

Go beyond greenwashing. How can your brand introduce sustainable innovations into your product offering that feel authentic and impactful?

Stat: Emiratis are the top spenders on K-pop outside of South Korea

Aespa by SM Entertainment, South Korea

UAE – According to the 2024 Overseas Hallyu Survey conducted across 26 countries in 2023, respondents in the UAE spent the largest amount of money on South Korean pop music (K-pop) per month, at £14 ($17.60, €16.40). This was followed by those in the US and Saudi Arabia, which spent £6.40 ($8, €7.40) each per month. That year, the average monthly spend on K-pop worldwide was £3.60 ($4.50, €4.20).

Originating in the 1990s, the Korean wave (Hallyu) began as an influx of Korean tv dramas and pop music into East and Southeast Asia, and has since found a fervent audience in the Middle East. By the 2000s, Korean dramas were a staple on several Arab tv channels, laying the groundwork for K-pop’s future popularity. Moments like Psy’s Gangnam Style viral hit in 2012 and the ascension of bands like BTS have not only captured hearts but have also proved pivotal in propelling K-pop to global prominence. As noted by Wired Middle East, these cultural products have increasingly replaced Western influences, capturing the imaginations of Arab youth.

In universities across the UAE, K-pop is more than just music; it’s a culture and a lifestyle. Communities and clubs dedicated to Korean culture are becoming commonplace in educational institutions like Gulf Medical University, where students not only share their favourite music and dramas but also engage in cultural exchanges through language and cooking classes.

In a testament to K-pop’s soaring popularity, Dubai is set to host the Waterbomb Festival in June 2024, with stars CL, pH-1 and Big Naughty performing. The festival, known for combining music performances with water-based activities, is expected to attract a large number of fans from across the country and beyond. In addition, major K-pop acts like Blackpink have included the UAE in their world tour dates, further establishing the region as a significant hub for K-pop fandom.

For more insights on pop culture in this region, head to our analysis of Emerging Youth: UAE.

Strategic opportunity

Develop localised content strategies that resonate with micro-communities’ unique cultural nuances and preferences, such as K-pop fans in the UAE. Can you offer Arabic language adaptations or collaborations with local influencers, for instance?