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How the Utah Office of Tourism is using digital assets to highlight nature-led travel

Utah Office of Tourism website, US

US – To mark International Dark Sky Week, the Utah Office of Tourism transformed its website into an interactive Dark Skies experience, highlighting the state’s leadership in stargazing and light pollution awareness.

Developed with digital agency Hanson Dodge, the campaign shifts the site from light to dark mode in real time, accompanied by nocturnal soundscapes featuring native wildlife such as crickets, coyotes and great horned owls. A dedicated Dark Skies page also mirrors Utah’s natural light cycle, gradually dimming in sync with the setting sun.

Utah is home to the highest concentration of certified International Dark Sky Places globally, supported by its remote geography, high elevation and long-standing conservation efforts. The initiative coincides with the state’s designation of April as Dark Sky Month.

Visitors can also explore a new Stargazing in Utah film, showcasing landscapes including Canyonlands National Park, Antelope Island State Park and the Uinta Wasatch-Cache National Forest.

As interest grows in hushpitality and restorative travel, the activation invites audiences to connect with nature digitally or in person.

Read the Souljourns section of our macrotrend report Optimised Odysseys to understand the nature-led, realism renaissance taking a hold of the travel industry.

Strategic opportunity

Amid tech overuse and AI fatigue, the natural world is becoming increasingly desirable. Brands should consider integrating awe-inspiring experiences around night-time economies that harness natural environments, soundscapes and sensory design

Foresight Friday: Fiona Harkin, director of foresight

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, director of foresight Fiona Harkin shares in the moon joy.

: It’s easy for me to get caught up in the awe of space exploration; born in the mid-70s I grew up in the wake of off-world wonder left by the 1972 moon landing (the last until Artemis II), and treasured my packet of freeze-dried astronaut ice cream from the Smithsonian. Later in life, I even saw fit to name my son Buzz…

: So, I had total buy-in when a crew of my fellow Gen X-ers went further into space than any humans have gone before. Artemis II’s astronauts – Reid Wiseman (born 1975), Victor Glover (1976), Jeremy Hansen (1976) and Christina Koch (1979) - perfectly capture the often overlooked possibilities of mid-life achievement and the power of experience, well applied. We delve further into how Gen X are making their presence felt in Gen X: From Ambiguity to Advocacy.

: On the ground, social media celebrated the visibility of women at NASA – and that women can carry out essential repairs in space as well as on earth. Note the fangirls in geeky rapture at take-off: when did you last see this kind of authentic joy and awe? Also, forget ‘touching grass’ as a reality check – I too want a plasma char kiss on my cheek as a much-needed humanity check.

Axiom Space, US

: Also note the low-fi, unfettered, undramatised, unashamedly geeky livestream. Why so striking? It was not hijacked by hyperbole or fanfare – or politics – but demonstrated the power of scientifically rooted messaging in a world that is finding it hard to discern fact from fiction.

: It’s hard not to project current issues onto this mission. One viral social media post noted the ‘peak masculinity’ of tears and hugs in space, while others celebrated the value of arts in this scientific setting as the astronauts made full use of their photographic training to take images of the dark side of the moon. Mission control noted the irreplaceability of human subjective observation as the astronauts described what they saw on their approach to the moon.

: While Nutella may have been the brand to benefit most from the space opportunity this time, the mission’s imagery represents an emerging ‘planetary’ view of our world, as opposed to a ‘global’ view. It's one in which we better acknowledge the role of more-than-human systems – whether technological or environmental – in our future. You can find out more about the influence of this in our upcoming Global Drivers report.

Quote of the Week

‘Copy. Moon joy’

NASA mission control to Artemis II, 5 April 2026

Stat: US teen birth rates continue to decline

Studio Koter, UK

US – Teen birth rates have fallen to another historic low in the US, dropping 7% in 2025, according to data from the Centers for Disease Control and Prevention. Nearly 126,000 babies were born to mothers aged 15–19, with a rate of 11.7 births per 1,000 females – down sharply from 61.8 per 1,000 in 1991 – marking a sustained 35-year decline.

The data signals a continuing shift in youth behaviour and access to reproductive healthcare. Experts attribute the lower rates of teen pregnancy to increased contraception use, reduced sexual activity and ongoing access to abortion care. The overall US birth rate also declined, by 1%.

More broadly, parenthood in several countries is being delayed: the number of women in their 20s giving birth has declined, while those in their 30s or early 40s are rising (source: OECD). This is often because of economic pressures including housing costs, healthcare expenses and stagnant wages.

In our Gen Z Parents Communities report we explore the issues facing young parents. Among Gen Z and Millennials, a major concern is their children’s financial security, which was cited by 33% of respondents in our Future:Poll survey.

Head to our Generations page for more analysis on how delayed life stages are reshaping life milestones – and what this means for future-proofing your business.

Strategic opportunity

Design for a new archetype of parents who are in their 30s or 40s. For them, parenting begins within established careers and financial frameworks and requires support with regard to health, time and wealth management