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AG1’s new campaign is an ode to morning people

AG1, US

US – Supplements company AG1 has launched a campaign that frames the morning as a sacred window for intention-setting and self-regulation.

Inspired by the classic bedtime story Goodnight Moon by Margaret Wise Brown, the short film Good Morning, Moon has been created in collaboration with legendary music producer Rick Rubin and positions the sunrise as a time for wellness rituals.

The video follows athletes including tennis champion Sloane Stephens, surfer Mick Fanning, mountain climber Hari Budha Magar and skier Christina Lustenberger as they engage in their personal dawn routines – from breathwork and movement to quiet contemplation before the day accelerates.

The campaign taps into the growing cultural importance of morning rituals as grounding practices that help regulate mood, performance and cognitive readiness. It also reflects a wider shift in the time economy, where brands are designing products, services and communications around biological and emotional states across the day.

As explored in our report Chronodiets, different cities foster distinct daily rhythms, shaping how people eat, move and socialise across time.

Strategic opportunity

Understanding whether audiences live in ‘morning cities’ driven by early routines or ‘evening cities’ animated by late-night culture will be key for brands that are looking to create rhythm-sensitive offerings that align with lived daily patterns

Netflix refreshes kids’ profiles with simplified design and smarter recommendations

KPop Demon Hunters, courtesy of Netflix, global

Global – Netflix has updated its children’s viewing experiences by simplifying navigation and helping younger viewers to find content faster. This follows its revamp of standard profiles earlier in 2025.

The new homepage features a cleaner layout and a top navigation bar that links to My Netflix, a section where children can easily access everything they’ve watched, saved or loved. Netflix says this change reflects how kids often rewatch their favourite shows and films.

Recommendations will now refresh in real time, mirroring the system used for adult profiles. The company hopes this will reduce the time kids spend searching for something to watch.

Core features such as character- themed rows, Mystery Box suggestions and parental controls remain intact.

Netflix also announced other platform updates, including real-time voting, live party games and podcasts. Its upcoming interactive show Star Search will use live voting, building on trial runs with Dinner Time Live with David Chang.

Our Streaming’s Next Frontier report explores how platforms are evolving beyond binge-watching and are developing options such as live sports and personalised, interactive gaming to capture new audiences and sustain subscriptions.

Strategic opportunity

Streaming platforms can capture and retain young viewers by combining intuitive, personalised discovery with interactive features, turning passive watching into engaging, social experiences that drive loyalty and sustained subscription growth

Stat: Gen Z and Millennial women drive art market growth

Sotheby’s and Luxury Group by Mariott International, US

Global – Women are quickly becoming the driving force of the global art economy. According to the Art Basel & UBS Survey of Global Collecting 2025, high-net-worth women spent 46% more than men on art and antiques in 2024, with Gen Z and Millennial women outspending their male counterparts across nearly every category.

Their collections are also more balanced and bolder. Women collectors devoted 49% of their holdings to women artists, compared with 40% among men, and 55% frequently bought works by unknown artists. While men continue to dominate traditional mediums such as painting, women are driving growth in photography and digital art.

As wealth shifts to younger generations, the rise in women collectors will set the cultural tone for the art world’s next era. In The New Auction House Playbook, we unpack how global wealth distribution and next-generation collectors are reshaping the art world through demand for one-off experiences and digital-first fandom sales.

Strategic opportunity

Champion the woman collector mindset by spotlighting emerging talent, offering discovery-led experiences and creating culturally rich, limited-edition products that blend personal meaning with status