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Industry insights from the Global Fashion Summit 2024 in Copenhagen

Global Fashion Summit Copenhagen 2024, Denmark

Denmark – The 15th edition of the Global Fashion Summit kicked off on 22 May at the Copenhagen Concert Hall under the theme Unlocking the Next Level. The Summit’s sessions addressed key sustainability challenges, such as fashion’s policy agenda, textile recycling issues and how to end over-supply.

Organised by Global Fashion Agenda (GFA), a non-profit organisation accelerating the transition to a net-positive fashion industry, the two-day event gathers over 100 speakers to share insights on driving urgent social and environmental progress.

Her Majesty The Queen of Denmark opened the event with a speech reiterating her long-standing support since the inaugural Summit in 2009. Federica Marchionni, GFA’s CEO, also reflected on the symbolism of this anniversary, highlighting the progress that’s been achieved and the work to come. ‘Unfortunately, our Summit is still needed. We hope that somehow the era of implementation will be so strong that GFA will have no reason to be, but that is not the case,’ said Marchionni. ‘It is a moment to re-energise efforts: taking stock of change that has happened and can happen if we unlock it collectively. The age of concepts and commitments is over – it is time to see near-term goals being implemented.’

She further explained that as the deadlines for pledges made over the past decade are approaching, the fashion sector must now get ready to take further action. Look out for the full event coverage on our fashion sector, detailing the lessons for businesses trading in fashion or fashion-adjacent industries.

Strategic opportunity

The positivity and optimism displayed at the event can inspire businesses beyond the fashion landscape to champion resilience over doomerism, choose collaboration over competition, and strive for better than ‘good enough’ when it comes to sustainability

Soho House and Paper Foundation turn bedsheets into postcards

Soho House collaboration with Paper Foundation

UK – Soho House has partnered with Paper Foundation to recycle out-of-use bedsheets into hand-made illustrated postcards, as part of the private members’ club’s broader efforts to reduce its environmental impact across its properties.

Soho House collected some 200kg of bed linen that would otherwise have been wasted through wear and tear from its UK houses, and sent them to Paper Foundation’s hand-made paper mill in the Lake District. The recycled sheets were transformed into 46,000 high-quality postcards, illustrated by Soho House Chicago member Angelo Dolojan, and are now available in all Soho House bedrooms globally.

The project aims to divert waste from landfill and is a part of House Foundations, Soho House’s social responsibility and sustainability programme.

In Cultured Waste, we explored how designers are using culture and heritage to redefine waste, repositioning sustainability as a standard rather than as a unique selling point. By collaborating with a paper mill dating back to 1746, Soho House is integrating its sustainability goals with its identity as a patron of the arts and creativity.

Strategic opportunity

Consider repurposing waste materials in a way that helps create a narrative around your brand history, values and commitment to sustainability

Most US teens engage in video gaming but face mixed experiences

GirlGamers subreddit is a community space for women to discuss topics around gaming, geek culture and their experiences that occur as a result of their gender

US – A May 2024 survey by the Pew Research Center reveals that 85% of US teenagers play video games, with 41% engaging daily. The study, which included 1,423 US teens aged 13–17, says that video games are social tools for many teens.

Some 72% play to spend time with others, and 47% have made friends online through gaming. More than half of teenage players say it enhances their problem-solving skills, but 41% report a negative impact on their sleep.

Gender disparities are evident: 97% of boys play video games compared to about 75% of girls, with boys more likely to identify as gamers and play daily. Teen gamers also face significant online harassment, with 41% being called offensive names during game play.

In our Women Who Play communities report, we talked to several women gamers who insisted on the dangers they face for just being gamers. In the report, we analysed how women gamers often receive verbal abuse from men, which can be so extreme that one in 10 report feeling suicidal (source: Sky News). This kind of abuse is so commonplace that most women gamers admit that they hide their gender to avoid harassment online.

Strategic opportunity

Develop robust anti-harassment tools and safe spaces for online gaming to combat significant online harassment. This could involve AI-driven moderation, reporting systems and support for affected users

Stat: Decline in sex and nudity in top films highlights Gen Z’s changing media preferences

Beforeplay campaign by Ogilvy for Australian government, Australia

Global – The prevalence of sex and nudity in top-grossing American films has declined significantly since 2000, according to new research by film data analyst Stephen Follows. The study examined the 250 highest-grossing films since 2000 and ranked them on a scale of ‘none’ to ‘severe’ for frequency of sex and nudity.

It revealed that the amount of sex and nudity in top films has plummeted by 40% since 2000. It also found that the number of films featuring no sex or nudity has more than doubled, from under 20% in 2000 to just under 50% in 2023.

The study, which was published by The Economist, found that while sex scenes have become rarer, those that are included tend to be more graphic than in the past. This shift aligns with a broader trend among Gen Z viewers, who express a preference for platonic relationships, friendships and less sexual content in media.

Our recent Gen Z Now and Next macrotrend report explored this generation’s desire for sober lifestyles and changing media habits and relationship attitudes.

Strategic opportunity

Consider tailoring your marketing and branding to less explicit content. Instead, highlight themes of friendship which resonate with Gen Z’s values and use the growing movement for more wholesome storytelling