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Big W embraces the beautiful chaos of parenting in new campaign

Australia – Department store chain Big W is shaking up family advertising with a bold new campaign celebrating the chaos, meltdowns and small wins of everyday parenting. It portrays Australian mothers’ real lives – from holiday boredom and bedtime battles to working-from-home juggling acts.

‘We wanted to move away from the polished version of family life you often see in advertising, and instead show the truth – the chaos, the laughter, the meltdowns and the everyday magic that mums orchestrate,’ says Big W head of marketing Sabrina Douglas.

As we are increasingly exposed to flawless, AI-generated aesthetics, human-made content is gaining value – a key theme underlined in our Human by Design report.

The advertisement, fronted by the line ‘How good’s that?’, positions Big W as the go-to for products that make family life easier, spotlighting durable school supplies, time-saving kitchen gear and Lego toys that buy parents a well-earned breather.

Running across tv, social media, OOH, radio and in-store, the national roll-out delivers a raw but relatable view of parenting.

Strategic opportunity

Celebrate imperfection to cut through generic AI aesthetics – create campaigns that embrace life’s messiness, building authentic connections with consumers who crave honesty over polish.

George at Asda unveils new adult adaptive clothing range

UK – George at Asda has launched a 28-piece adult adaptive clothing collection, designed in collaboration with the late breast cancer campaigner Nicky Newman and her community. Available online from 15September 2025, the range is priced between £11 ($15, €13) and £24 ($32, €27).

The collection features discreet pockets for stoma bags, hospital-friendly plastic zips, openings for feeding tubes and easy-on fastenings, created to prioritise both comfort and dignity. It follows George at Asda’s earlier move into adaptive clothing for children and builds on the grocer’s ambition to make accessible fashion more affordable.

‘During one of the hardest times of our lives, Nicky was in and out of hospital… she found it undignified to constantly change in and out of her clothes into hospital gowns,’ said her husband, Alex Newman. ‘She wanted clothing that allowed you to retain comfort and dignity at a time when that was already difficult.’

Karl Doyle, vice-president of George Clothing, added: ‘We have worked closely with Nicky, Alex and their network of friends to create this bold adaptive range that we hope has fulfilled Nicky’s wishes.’

Our Inclusive Fashion Market report highlights how the fashion industry can better serve consumers with disabilities and close the inclusivity gap.

George at Asda Adaptive, UK

Strategic opportunity

Co-create with under-represented communities to design adaptive, dignity-first products that meet real needs while signalling your brand’s commitment to accessibility and inclusivity.

Stat: Girls’ sport participation could unlock leadership potential at work

Rapha + Shrimps, UK

UK – Girls who play extracurricular sport in the UK are 50% more likely to go on to achieve senior professional roles at work, according to Game Changing: How Sport Gives Every Girl A Better Chance, a new report from Public First, commissioned by Sky.

The study of 2,010 adults in the UK found that early participation in sport is as strong an indicator of future success as attending university, with women who play sport being 30% more likely to handle pressure, 20% more likely to enjoy challenging tasks and 30% more likely to bounce back after difficult times. Yet, girls aged 11–18 miss out on 280m hours of sport annually compared to boys.

The report found that 35% of girls say that boys have access to a wider range of teams, and 29% state that boys’ teams are given priority pitches. Sexism also remains a barrier, with 33% of girls aged 11–18 experiencing sexist comments while playing sport, rising to 42% among 15–18-year-olds.

More than half (55%), however, say watching professional athletes inspires them to play. In response, Sky is collaborating with footballer Alessia Russo and Goals 4 Girls to launch The Alessia Cup, a grassroots tournament designed to boost visibility and participation.

In our Game-Changers: The Future of Sports Fandom and Women’s Sports Economy reports, we highlighted the cultural, economic and health benefits of a thriving women’s sports industry.

Strategic opportunity

Remove barriers to girls’ sport by funding access, amplifying visibility of female athletes and sponsoring grassroots leagues or matchdays – positioning your brand as a catalyst for confidence, success and wellbeing for young women.