⚙️ 25 July Deadline: UK’s Online Safety Act Enforced - Is Your Platform Ready to Comply?

From 25 July 2025, the UK enforces a pivotal shift in how digital platforms must protect young users online. The Online Safety Act (OSA) places legally binding responsibilities on social media companies, search engines, and adult content providers to filter harmful content and verify user ages. For tech platforms and brand marketers alike, this is a regulatory watershed - with significant reputational and financial stakes.

Why It Matters

The legislation follows years of scrutiny over platform accountability, particularly after high-profile cases like that of Molly Russell, the teenager who took her life after viewing harmful online content. The OSA now requires platforms to actively prevent under-18s from accessing inappropriate content - not merely respond after the fact.

Supporting Stats

• 8% of UK children aged 8–14 accessed online pornography within a month, per Ofcom (2025).

• Facial age estimation tools such as Yoti, when set to a “challenge age” of 20, wrongly allowed access to fewer than 1% of 13–17-year-olds.

• Fines of up to £18 million or 10% of global turnover can be imposed for non-compliance - for Meta, that could mean $16bn.

Pros - What’s Working?

• Codified responsibilities with regulatory oversight: Ofcom now has the power to fine, block access, or prosecute senior managers for repeated safety failures.

• Tech-led compliance: Platforms are deploying tools like selfie-ID matching, facial age estimation, and digital identity wallets. Reddit, OnlyFans, and Meta are already incorporating compliant features.

• User experience segmentation: Platforms like X and Instagram are using default teen settings and content filters to provide age-appropriate browsing environments.

Cons - Where Risks Remain

• Uneven application: Smaller adult content providers may delay or dodge compliance, gambling on low enforcement risk in the early phase.

• Privacy trade-offs: Age verification mechanisms raise concerns, even when images are not stored. Users may be deterred by ID requests or facial scanning prompts.

• Self-defined compliance: Companies can propose “valid alternatives” to Ofcom’s codes, which may lead to fragmented or inconsistent safety standards.

Opportunities - What Should Brands and Platforms Focus On?

• Innovation in identity assurance: Age verification is fuelling investment in privacy-first identity solutions - a rapidly emerging space for strategic tech partnerships.

• Brand safety and trust: Advertisers can align with verified-safe environments and avoid the reputational risks of being associated with non-compliant platforms.

• Proactive content governance: Brands can play a role in co-creating safe, engaging experiences for younger audiences across compliant platforms.

Challenges - Structural and Strategic Barriers

• Bias in age estimation AI: Accuracy may vary across demographics, raising potential for unfair access issues or legal exposure.

• Business model friction: Age checks can reduce frictionless access - a potential revenue hit for platforms reliant on anonymous or underage traffic.

• Global inconsistency: Tech companies must adapt to localised compliance regimes - the UK’s rules may set a precedent but are not yet globally harmonised.

Key Takeouts

• From 25 July 2025, the UK’s Online Safety Act is enforceable - targeting harmful online content and mandating age checks.

• Platforms must proactively restrict access to suicide, self-harm, eating disorder content, and pornography for under-18s.

• ID verification and facial age estimation are being adopted - but privacy and user experience concerns remain.

• Ofcom has enforcement power: heavy fines, service blocks, and criminal charges for persistent breaches.

• Brands have a stake in ensuring their digital presence is aligned with child-safe, compliant platforms.

Next Steps for Brand Marketers and Platform Leads

1. Audit platform compliance: Verify that your brand’s media partners or owned platforms meet OSA requirements.

2. Update digital policies: Review internal guidelines around youth engagement, ad placement, and content targeting.

3. Partner with safe tech: Explore opportunities in verified ID, digital wallets, or age assurance technologies.

4. Prepare for global ripple effects: Use the UK as a case study to model readiness for similar legislation in the EU, Australia, or US.

5. Champion responsible engagement: Position your brand as an advocate for safer online environments through partnerships, campaigns, or platform collaborations.

⚽📵 The FA’s Social Media Stand: What Brand Leaders Should Learn from Football’s Online Reckoning

Racism in football isn’t new - but the Football Association (FA) is signalling it might finally be done waiting. After England defender Jess Carter revealed the racist abuse she's endured throughout the Women’s Euros, the FA has said it may consider boycotting social media platforms altogether. As pressure mounts on tech giants like X and Instagram to act, this moment marks a sharp inflection point – not just for football governance, but for how brands engage with online platforms that fail to curb hate.

Supporting Stats

• 74% of online abuse in UK football during major tournaments is racially motivated (Kick It Out, 2024).

• 64% of fans believe social media companies should be legally accountable for abuse on their platforms (YouGov, 2023).

• After the men’s Euro 2021 final, over 2,000 abusive posts were reported against Black players – yet only 11% resulted in prosecutions (Home Office, 2022).

Pros - Why the FA’s stance matters

• Institutional visibility: The FA’s position sends a clear message that governing bodies can no longer be passive observers of digital hate. A public boycott, even symbolic, sets precedent.

• Public alignment: The FA reflects a growing cultural consensus that platforms must enforce safety and dignity. This resonates strongly with younger, values-driven audiences.

• Leveraging legislation: The UK’s Online Safety Act empowers Ofcom to fine platforms for failing to remove harmful content. The FA’s call could accelerate enforcement.

Cons - The risks and limitations

• Reduced fan engagement: Social media is a core driver of visibility for women’s football. A boycott could limit tournament reach, media coverage and grassroots excitement.

• Platform apathy: Despite pressure, companies like X and Instagram have made minimal proactive changes. As of July 2025, neither had responded to the FA’s latest reports of abuse.

• Short-term disruption: Pulling teams and players off social media mid-tournament could affect brand partnerships, audience retention and commercial commitments.

Opportunities - What brands should watch

• New standards for online sponsorships: Brands can demand safety assurances from platforms before committing ad spend, helping to shift industry norms.

• Backing zero-tolerance movements: Brands that align publicly with anti-abuse actions (like Coca-Cola during the 2023 Women's World Cup) build credibility and loyalty.

• Building alternative platforms: With declining trust in legacy platforms, there’s space to invest in safer, niche digital communities or direct-to-fan channels.

Challenges - What stands in the way

• Corporate accountability loopholes: Many platforms still argue they are not ‘publishers’ and dodge liability for user-generated abuse.

• Regulatory inertia: Ofcom’s powers under the new legislation are promising, but enforcement mechanisms are still ramping up.

• Normalisation of abuse: Without sustained visibility and pressure, online racism risks becoming ambient - tolerated as part of the ‘cost’ of public life.

Key Takeouts

• The FA is actively exploring a boycott of social media platforms due to persistent racism.

• Social platforms like X and Instagram have failed to respond to abuse reports - highlighting systemic gaps.

• New online safety laws may introduce meaningful fines and accountability, but brands can’t afford to wait.

• Public opinion and cultural momentum are firmly behind those demanding action.

Next Steps for Brand Marketers

• Audit your partnerships: Re-evaluate sponsorships or media buys involving platforms that lack adequate safety measures.

• Take a stance: Don’t wait for governing bodies to act. Public statements, policy updates and influencer partnerships can reinforce a brand’s position.

• Design with safety in mind: Ensure your digital campaigns build community without fuelling toxicity. Moderate comments, train teams, and protect talent from online harm.

• Support athlete wellbeing: Collaborate with teams and associations to create protective infrastructures for players - especially during high-stakes tournaments.

The FA’s reckoning with online abuse is a warning shot for digital complacency. For brands, the choice is clear: lead with integrity, or be complicit in silence.

🧃Pints on the Pitch? What WSL’s Alcohol Trial Means for Fan Experience and Brand Strategy

As the Women's Super League (WSL) heads into its 2025-26 season, a new development is raising eyebrows and sparking opportunity: fans at seven top-tier clubs will now be allowed to drink alcohol in the stands. The decision follows a successful trial in WSL2 last season, and it positions the WSL as a progressive testing ground for fan experience in football. But beyond the immediate fan perks, this move carries implications for brand partnerships, sponsorship dynamics and fan culture at large.

🧭 Why This Matters Now

For Alcohol Brands: A Rare Licensing Window in UK Football

The WSL’s trial offers alcohol brands something the men’s game hasn’t in decades: direct pitchside visibility. Since the 1985 ban on drinking alcohol in sight of the pitch in men’s football, UK-based alcohol sponsors have been limited in how they activate in-stadium. This trial unlocks a unique route to re-engage with live football culture in a regulated, controlled environment.

It’s also a demographic sweet spot. WSL audiences are younger, more gender-diverse and increasingly lifestyle-driven, making them a strong match for brands looking to reposition or expand reach. According to UEFA, 70% of women’s football fans say they’re interested in the experience around the game – not just the match itself.

For Clubs: A New Layer of Matchday Monetisation

Most WSL clubs operate on leaner commercial models than their Premier League counterparts. With lower ticket prices and modest broadcast revenues, matchday sales are a key lever for growing financial sustainability. Alcohol sales, if managed responsibly, could add a meaningful new income stream.

There’s also longer-term value. If clubs can prove they can offer premium, sociable matchday experiences, they become more attractive to sponsors across hospitality, lifestyle, F&B and events sectors - not just sport-specific backers.

For the Men’s Game: A Test Case for Reform

The fact that alcohol consumption is still banned in sight of the pitch in men’s professional football dates back to concerns over hooliganism in the 1980s. But fan behaviour, stadium infrastructure and crowd management have evolved considerably.

With the Football Supporters’ Association and safety groups closely watching the WSL trial, a successful rollout could build the case for modernising outdated regulations in the men’s game. Any such shift would open up commercial opportunities for men's clubs and sponsors alike, but would require robust evidence and public confidence in responsible consumption models.

✅ Pros - Enhancing Matchday Culture

• Elevated fan experience: The trial aligns with changing expectations, particularly among younger fans who view sporting events as part of a broader leisure culture.

• Revenue opportunity: In-stadium alcohol sales can significantly boost matchday income, particularly for clubs with smaller venue capacities or less lucrative broadcast deals.

• Brand partnership potential: Alcohol brands, particularly those targeting women or inclusive audiences, now have new ways to activate around live sport in a less saturated market than the men’s game.

⚠️ Cons - Not Without Tension

• Perception of risk: Even with no reported safety issues from last season’s WSL2 trial, concerns may persist around alcohol’s association with antisocial behaviour in sport.

• Uneven playing field: With alcohol still banned in men’s professional matches in view of the pitch, there’s a risk of confusing policy discrepancies that could frustrate fans or complicate enforcement.

🌱 Opportunities for Brands

• Test-and-learn environment: The WSL offers a rare chance to pilot experiential campaigns or branded activations with more flexible licensing rules than in the men’s game.

• Tapping into lifestyle branding: Alcohol sponsors could tailor messaging that supports moderation, sociability and female empowerment, differentiating from traditional sports marketing tropes.

• Cross-over collaborations: Partnering with music, fashion, or food & beverage brands can create holistic matchday experiences that resonate beyond hardcore football fans.

🚧 Challenges Ahead

• Media and political scrutiny: If incidents occur, even isolated ones, they could threaten the trial’s viability or provoke broader public debate.

• Stadium infrastructure: Not all clubs may be equipped with the staff, training or facilities to manage responsible alcohol service effectively.

• Fanbase diversity: Clubs must navigate the needs of families, abstainers and religiously observant supporters who may not welcome a shift towards pub-like atmospheres.

🔑 Key Takeouts

• The WSL is emerging as a laboratory for progressive fan engagement strategies.

• Alcohol-in-stands trials are as much about commercial innovation as they are about culture.

• Differences in alcohol policy between the men’s and women’s game may prompt broader regulatory conversations.

📍Next Steps for Brand Marketers

• Audit your portfolio: Identify whether your brand partners or clients could responsibly engage with this evolving space.

• Pilot locally: Use participating WSL clubs as low-risk testbeds for new matchday formats or fan offers.

• Think beyond beer: Consider low-alcohol, non-alcoholic or premium beverage options that align with diverse audience segments.

• Build safeguards into campaigns: Emphasise responsible consumption and inclusive experiences to avoid backlash and align with public health frameworks.

The WSL’s alcohol-in-stands trial is about more than just pints - it’s a signal that the future of fan engagement may be shaped in the women’s game before it ever hits the men’s. Brands who move early, and move carefully, will be best placed to lead that evolution.

🎨 Hermès Keeps the Creative Fires Burning: Nearly 50 Artist Commissions in 2025

Introduction
As a beacon of luxury and craftsmanship, Hermès is doubling down on its digital-first narrative strategy in 2025 - demonstrating sustained leadership in brand culture. Half a year into this year, the maison has already commissioned almost 50 artists to create bespoke content for its social channels - an extraordinary volume that reflects both a strategic investment in artistic talent and a broader commitment to creativity-led engagement

📊 Supporting Stats

• Nearly 50 artist commissions between January and July 2025

• Instagram campaign feature timeframe: launches have been ongoing consistently since early in the year

• Brand growth correlation: In 2024, Hermès recorded an 11.3% increase in Q3 sales (constant currency), reaching €3.7bn - outpacing peers like Kering (‑16%) and LVMH (‑4.4%)

✅ What’s Working

1. Crafting Narrative-Driven, Art-First Content

Hermès leverages Instagram not to simply showcase product, but to elevate it into story. Their “micro‑installations” are artist-led animations where objects transform through surreal, magical moments. Annie Choi’s reel, for example, sees a Parisian rooftop turn into a puzzle-box unwrapping a watch like a precious gift

2. A Diversity of Artistic Voices

On board this year are talents ranging from Guilluame Dégé and Helen Ferry to Maria Jesús Contreras, Angela Kirkwood and Geoffroy de Crécy - a carefully curated international mix

3. Seasonless, Consistent Creative Cadence

Rather than hinging posts on product launches or events, Hermès focusses on a continuous stream of artistic stories, sustaining engagement through diverse content.

⚠️ Where Barriers May Arise

• Cost Intensiveness
  Commissioning dozens of artists - sometimes with animation, sound, and production- requires considerable budget and coordination.

• Creative Risk Management
  Entrusting distinct voices can introduce disparate aesthetics, posing brand coherence risks.

🌱 New Opportunities

• Amplifying Artist Profiles
  Hermès can further develop behind-the-scenes content - process reels, artist interviews, Q&A sessions - to deepen emotional connection.

• Cross-Collaborations
  Pairing visual artists with musicians, sculptors, writers or even interactive technologists could yield richer, more immersive storytelling.

⚠️ Strategic Challenges

• Maintaining Quality at Scale
  Nearly 50 commissions in seven months signals ambition - but consistency in creative quality becomes critical as volume increases.

• Measuring ROI
  While engagement and brand aura are key metrics, Hermès must also navigate how to attribute impact to sales, brand preference, sentiment and longer-term cultural capital.

📌 Key Takeouts

• Hermès’ artist-led storytelling effectively marries luxury and creativity.

• The commitment - nearly 50 artist commissions in mid-2025 - supports a culture-first brand positioning.

• Results include strong metrics: 11.3% sales growth in Q3 2024, outpacing peers.

• Risks include cost, brand coherence, and the need for robust measurement.

🚀 Next Steps for Brand Marketers

1. Adopt Artist Commissioning as a Core Content Strategy
   If your brand has poetic or aesthetic roots, consider commissioning artists regularly - ideally every 4-6 weeks.

2. Curate a Mix of Global & Niche Talent
   Hermès balances well-known and emerging artists - this strategy supports both credibility and discovery.

3. Prioritise Multi‑Modal Output
   Include audio, captioning and motion in your commissions to maximise cross-platform appeal.

4. Institute Monitoring Frameworks
   Track metrics beyond likes - consider long-term brand lift, sentiment analysis and downstream conversion metrics.

5. Experiment with Cross-Discipline Projects
   Start with small-scale pilots pairing your visual commissions with performance, music or film to test hybrid content formats.

Conclusion
Hermès’ 2025 approach - anchored in sustained, artist-first content - reveals a pathway for brands to evolve from product promoters to cultural curators. With scale and consistency, they’re transplanting craftsmanship into the digital realm, proving that luxury can be both artful and agile.

🔍 Spotlight: Annie Choi Brings Hermès to Life

One of the standout collaborators in Hermès’ 2025 artist lineup is Annie Choi, also known as Ancho Poncho. With a background in animation and illustration, and a portfolio spanning Studio Ghibli, Loewe, Burberry and Helmut Lang, Choi brings a surreal, poetic edge to the Hermès universe.

🎥 From Apple to Artefact

In a now-viral Instagram reel, Choi animates an ordinary apple as it unfolds into a Hermès handbag. The piece references Japanese puzzle boxes - objects that conceal surprise through elegant mechanics. With over 17,000 likes and dozens of comments, the animation has become one of Hermès’ most engaged posts this year, demonstrating how art-led storytelling can outperform traditional luxury content.

🏛️ Packaging as Architecture

Another reel reimagines Hermès’ historic Paris HQ as a magical puzzle. A rooftop statue rotates like a key, unlocking the building façade to reveal a glowing H08 watch transitioning from day to night. The animation merges urban architecture with cinematic storytelling, expanding the idea of “packaging” into a narrative experience. As Domus put it: “The Hermès headquarters becomes a rotating jewellery box. The product becomes part of the story.”

📚 Dreamlike Worlds, Real Cultural Capital

Choi’s third contribution transforms a grand, imaginary library into a discovery space for Hermès accessories. Hidden drawers and rotating shelves reveal scarves and bags tucked behind books - recalling the narrative tone of Studio Ghibli’s most iconic interiors. Publications like Creapills and WeRSM praised the campaign’s originality, calling it a “masterclass in visual poetry.”

Why This Collaboration Matters

• Story-first, not product-first: These aren’t straightforward ads. They’re visual stories where Hermès objects play supporting roles in larger imaginative worlds.

• Cultural credibility: Partnering with an artist of Choi’s calibre brings cultural weight, particularly among younger creative audiences.

• Visual cohesion: Despite the variety of scenes, Choi’s signature palette and animation style maintain aesthetic continuity across posts.

This deeper spotlight reinforces Hermès’ approach: commissioning artists not as content creators, but as storytellers. The result is a brand presence that feels more like a digital gallery than a luxury ad feed - a strategy that’s earning both engagement and industry recognition.

💰 The Hidden Crisis: Why the Gender Wealth Gap Demands Urgent Attention

The gender pay gap has long been a headline issue for campaigners and businesses alike. But new data reveals a deeper and more persistent financial divide - the gender wealth gap. While pay inequality affects women month to month, the wealth gap shapes their entire financial future, from savings to retirement. For brand marketers and strategists, this underreported disparity raises critical questions about long-term equity, representation, and economic empowerment.

📊 Supporting Stats

• The gender pay gap currently stands at 13%, according to the Women’s Budget Group.

• The gender wealth gap is wider at 21%, with men holding an average of £378,079 in total wealth compared to women’s £300,017.

• There’s a 43% pension wealth gap, with men owning nearly £67,000 more than women on average.

• Single mothers have the lowest wealth of all UK household types: just £117,405, compared to £269,627 for working-age women in couples with children.

• The top 10% of UK households now control 57% of total wealth.

(Sources: Women’s Budget Group, Fawcett Society)

✅ Pros - What’s Working?

• Increased awareness: Public discourse around pay and wealth inequality is growing, pushing institutions to investigate and address root causes.

• Policy attention: Think tanks like the Women’s Budget Group are helping quantify the issue, providing foundations for change.

• Employer transparency: Mandatory pay gap reporting is pushing some brands toward more equitable hiring and promotion practices.

⚠️ Cons - What Are the Limitations?

• Wealth is harder to track and address than income: It includes pensions, property, investments - often invisible in annual reporting.

• Unpaid care work skews outcomes: Women still carry out nearly 50% more unpaid domestic labour than men, limiting earning and investment potential.

• Legal frameworks lag behind: Wealth division upon separation often leaves women more vulnerable, especially where assets are jointly held.

🔍 Opportunities - Where Can Brands Add Value?

• Financial empowerment campaigns: Brands in finance, retail and tech can build trust by offering women-centric tools, education and planning support.

• Representation in advertising: Move beyond aspirational imagery to reflect the real financial challenges and goals of different life stages - especially single mothers.

• Support for carers: Brands and employers can create practical solutions that address the economic cost of unpaid caregiving.

🧱 Challenges - What Barriers Persist?

• Structural inequalities: Wealth accumulation is shaped by decades of systemic bias, from property ownership to pension access.

• Slow cultural shifts: Despite policy strides, expectations around gender roles in caregiving and work persist.

• Limited brand accountability: Few brands audit their impact on wealth-building opportunities across the consumer and employment journey.

📝 Key Takeouts

• The gender wealth gap (21%) is significantly wider than the pay gap (13%) and has long-term implications.

• Pension inequality is a major driver, compounded by unpaid care responsibilities.

• Single mothers are among the most financially vulnerable groups in the UK.

• Brands can’t ignore wealth inequality if they’re serious about inclusion, equity, and consumer trust.

🇨🇦💰 Olivia Smith’s £1m Move to Arsenal: What It Signals for Women’s Football and Brand Investment

The £1 million signing of Canadian forward Olivia Smith by Arsenal is more than a record-breaking deal - it’s a defining moment for the women’s game. At just 20 years old, Smith becomes the most expensive player in women’s football history, moving from Liverpool after one standout season. Her transfer signals a sharp upward shift in how clubs value emerging talent and highlights the growing commercial and strategic significance of the women’s football market.

📌 Key Takeouts

• Olivia Smith’s £1m transfer to Arsenal sets a new world record in women’s football, surpassing Chelsea’s £900k move for Naomi Girma earlier in 2025.

• Arsenal are signalling serious intent following their Champions League win, adding a proven, high-potential forward with international pedigree and WSL experience.

• Smith’s rapid rise - from youth football in Ontario to Europe’s elite – demonstrates the growing effectiveness of global development pathways in the women’s game.

• Liverpool turn a £200k investment into a £1m sale within one season, underscoring how smart recruitment can yield strong returns - though they now risk losing momentum without strategic reinvestment.

• The payment structure, including instalments and a sell-on clause, highlights how clubs are using creative deal terms to manage growth and cash flow in a fast-developing market.

• Smith’s appeal goes beyond the pitch - she is positioned as a successor to Christine Sinclair and a key figure in Canada’s next generation, offering strong narrative value for clubs and sponsors alike.

• Her game combines technical ability, physicality and personality, making her a standout profile in a market increasingly looking for complete athletes.

• Arsenal’s long-standing interest reflects a more competitive transfer landscape, where top clubs are willing to spend early to secure emerging stars.

• This deal reflects growing commercial ambition in the women’s game – but also brings pressures around sustainability, talent retention, and long-term infrastructure.

🏆 Catarina Macario's $10M Nike Deal Signals New Era for Women's Football Endorsements

The commercial power of women’s football continues to rise, and Catarina Macario is now at the centre of its latest breakthrough. The U.S. midfielder and Chelsea star has reportedly signed a $10 million, 10-year endorsement deal with Nike - an unprecedented move that places her among the highest-compensated women’s footballers globally. This milestone not only reflects Macario’s personal brand appeal but signals a broader shift in how major sponsors are valuing the women’s game.

Macario’s move from Adidas to Nike marks a historic endorsement, reportedly including a signing bonus, annual payments, and performance incentives. The timing is crucial: off-field earnings for female athletes rose by 11% in 2024 according to Forbes, and brands are increasingly aligning with players who offer narrative value, cross-market reach, and social influence. Her simultaneous role with Chelsea and the USWNT, both Nike-sponsored, makes her an ideal brand partner.

Still, the reality is this deal is an outlier. Most players in the women’s game operate far from this level of financial support. Structural issues remain - unequal media coverage, limited investment in youth pathways, and reliance on a small pool of brands like Nike dominate the space. That said, the opportunity for brands to shape the future of women’s football is real and expanding. Those willing to invest early, consistently, and holistically will not only support talent but gain meaningful returns in reach, relevance, and cultural impact.

🔑 Key Takeaways

• Catarina Macario’s Nike deal is one of the largest in women’s football history, signalling increased commercial confidence in the sport.

• The agreement reflects broader market trends, with female athletes’ off-field earnings up 11% year-on-year (Forbes, 2024).

• Despite this progress, most players still face pay disparities, limited media exposure, and fewer sponsorship pathways.

• Brands are recognising the value of dual-market athletes who offer both performance and platform appeal.

• Long-term growth in the women’s game depends on deeper investment in infrastructure, visibility, and consistent storytelling beyond peak events.

🚗 Uber’s Gender Preference Feature: A Strategic Move for Safety and Trust in Ride-Hailing

Why it matters:
Uber will begin piloting a new feature next month that allows women riders and drivers to opt into being matched only with other women. Launching in Los Angeles, San Francisco and Detroit, the feature is positioned as a way to increase comfort, control and safety, especially in light of ongoing scrutiny around harassment and assault on ride-hailing platforms.

🔑 Key Takeaways

• Uber’s new preference tool builds on earlier rollouts in markets like Saudi Arabia, France and Argentina, and follows a similar move by Lyft in 2023.

• While women can set a preference to be paired with other women, Uber notes that same-gender matching is not guaranteed - this could impact user trust in the feature.

• Framed as a tool for empowerment and safety, the update responds to long-standing feedback from women users, and may help improve driver retention, with only around 20% of Uber’s U.S. drivers currently being women (Uber, 2015).

• Legal and ethical questions could arise around exclusion, algorithmic fairness, and access for nonbinary users, especially if the feature is rolled out more widely.

• The success of this pilot will depend on clear communication, user education, and consistent UX - if buried in app settings, adoption could be low.

• Strategically, this positions Uber as a brand responding to user concerns with tangible tools rather than statements, but the perception of this as a reactive rather than proactive move may persist.

• Brands beyond ride-hailing can learn from Uber’s approach: offering user choice, building for trust, and enabling personal agency can strengthen loyalty in safety-sensitive environments.

🦁 The Lionesses vs The Rest: EURO 2025 Smashes UK Viewing Records

England’s Lionesses are dominating not just on the pitch, but across screens and platforms. The UEFA Women’s EURO 2025 is proving that women’s football can deliver mass national audiences that outstrip global men’s club competitions – and the numbers are emphatic.

✅ The Lionesses' semi-final audience was nearly 10x larger than the Club World Cup final average, and more than 4x the peak UK audience for Chelsea vs PSG.

📌 In 2017, a Lionesses semi-final would draw around 1.5 million viewers. Today, that’s multiplied by nearly 7x.

📱 Social Media & Digital Engagement

• Player Influencer Power:
  Chloe Kelly and Leah Williamson now earn up to £8,000 per sponsored Instagram post, driven by visibility and audience growth.

• Tournament-Level Social Reach (EURO 2022):

  • 453 million social interactions globally

  • 14.6 million direct engagements, 30× higher than EURO 2017
    (EURO 2025 figures pending post-final)

• ITV Digital Streaming:

  • EURO 2025 semi-final was one of ITVX’s highest live-streamed events in 2025

  • ITV reported best Sunday night viewership volume of the year across all channels on 13 July

💰 Commercial Implications

• Advertising Revenue:

  • Prime-time dominance and record reach make Lionesses matches highly valuable ad inventory.

  • With peak figures outperforming men’s club matches by 3–10x, brands are paying increasing premiums for association.

• Sponsorship Leverage:

  • UEFA EURO 2025 partners (including Visa, Adidas, PepsiCo, Unilever, and PlayStation) are benefitting from more exposure per £1 than many men's tournaments this year.

  • Athlete-level deals are strengthening – with more visibility, expect multi-channel endorsement growth.

• Rights Value Growth:

  • After a 289% increase in broadcast rights for women’s football post-2022, EURO 2025 is set to drive the next round of rights escalations, particularly in digital and global syndication.

🧾 Summary

• England’s semi-final vs Italy (10.2M) outperformed the Club World Cup final by a factor of 9x (avg) and 4.4x (peak) in the UK.

• Women's football has moved from niche interest to major national media event.

• The audience today is younger, more diverse, and brand-attentive, making it one of the most valuable segments for advertisers and rights holders.

• Social engagement and player influence are reinforcing long-tail commercial value.

• With the final still to come, EURO 2025 is already a landmark media moment for the women’s game in the UK.

🍔 Branded Burgers and Cyberfries: Tesla’s Diner Doubles Down on Experience-Led Branding

In a surprise move even by Elon Musk’s standards, Tesla has opened a 24-hour diner on Santa Monica Boulevard - complete with roller-skating servers, curated movie clips, robot popcorn, and up to 80 Superchargers. Equal parts roadside attraction and brand experiment, the Tesla Diner is a glossy example of content, commerce, and cultural cachet colliding in physical space.

But beneath the chrome and pie shakes is a strategy that should interest more than EV fans. The diner is a vivid demonstration of what it looks like when a brand designs not just products, but environments - spaces built to immerse people in its worldview.

📊 Supporting Stats

• According to Eater, the Tesla Diner is a 3,800 sq ft space with a 5,500 sq ft patio, designed by Stantec and developed with hospitality veteran Bill Chait.

• The site features up to 80 V4 Supercharger stalls, supporting Tesla’s broader goal of building 1,000+ Supercharger locations in North America by 2025 (Tesla earnings reports).

• The US experiential marketing industry is projected to reach $62 billion by 2031, growing at 6.3% CAGR (Allied Market Research).

• A 2023 McKinsey report found that companies leading in brand experience outperformed peers by over 200% in shareholder returns.

✅ Pros - What’s Working?

• Branded immersion: The diner turns EV charging into a themed brand environment — a place to hang out, not just plug in.

• High-volume content engine: With Cybertruck burger boxes and LED-lit milkshakes, the entire setup is designed for organic social sharing.

• Vertical integration: Tesla now owns not just the car and energy, but the downtime too - capturing attention during every stage of the customer journey.

• Cultural fluency: The blend of retro Americana and sci-fi futurism gives the space a familiar-yet-novel feel, perfect for generating buzz.

❌ Cons - What Are the Limitations?

• Privacy concerns: The use of geofencing, Bluetooth syncing, and app-based ordering raises questions around data collection and customer consent.

• Scalability: LA offers a perfect launchpad - but translating this high-concept format to less media-saturated markets may prove difficult.

• Core distraction: For a company already under scrutiny over delivery numbers and margins, expanding into hospitality could be seen as mission drift.

🚀 Opportunities - What Should Brands Pay Attention To?

• Experience as media: The diner functions as an Instagram set, a food outlet, a retail hub, and a Supercharger - showing how environments can become multi-format content.

• Physical extensions of digital brands: Even tech-first companies benefit from real-world spaces that reinforce brand values and spark community.

• Founder-led storytelling: Musk’s involvement adds cultural gravity - part of a broader trend where the founder becomes the message.

• Merchandising as engagement: Tesla is experimenting with selling more than cars - branded candy, T-shirts, and limited-edition items become part of the brand touchpoint.

⚠️ Challenges - What Barriers Exist?

• Sustaining hype: The real test will come when the influencers leave - can Tesla make the diner part of everyday EV life?

• Over-extension risk: Creating entertainment venues requires operational excellence - something far outside Tesla’s core capabilities.

• Brand perception: For some, the diner will reinforce Tesla’s innovation edge. For others, it may read as a distraction from quality or safety concerns in its core product lines.

🧠 Key Takeouts

• Tesla’s diner is less about food, more about feeling - reinforcing the brand through atmosphere, aesthetics, and interaction.

• Turning infrastructure into entertainment is a powerful model for modern brands.

• Experiences drive attention, and attention drives content - when designed intentionally.

• Founder presence continues to shape cultural momentum and audience trust.

• Strategic real estate can evolve into brand real estate.

🎵 Payback Time: UK Songwriters Secure Per Diems in Landmark Label Agreement

A quiet revolution is happening in the music industry - and this time, it's songwriters leading the charge. In what’s being described as a world-first agreement, UK songwriters will now receive £75 per diem plus expenses when attending label-organised writing sessions with the UK's major record labels. Even more significantly, these payments will be non-recoupable.

Why This Matters Now

For decades, songwriters have been the unsung heroes of the music business - crafting chart-topping hits while often working without upfront pay, basic subsistence, or guaranteed income. In the streaming era, where song royalties are split disproportionately, their position has become even more precarious.

This new agreement marks a major shift in how the industry recognises creative labour. Spearheaded by The Ivors Academy, the deal signals a growing momentum behind fairness and financial transparency in music creation.

The Pros - Why This Is a Win

• Direct support for creative labour: A per diem system, common in film and other production industries, finally acknowledges that creative time has real cost and value.

• Non-recoupable status: Unlike advances, these payments won’t be clawed back from future royalties - a crucial win for fair compensation.

• Industry precedent: This is reportedly the first such agreement in the world, setting a new benchmark for other markets and genres.

According to Music Business Worldwide, the initiative was secured through sustained campaigning by songwriter members and advocacy by The Ivors Academy, one of the UK’s leading music rights organisations.

The Cons - What’s Still Lacking

• Limited scope: At present, the deal only applies to sessions organised by the UK’s three major labels (Universal, Sony, Warner). Independent songwriters or those working outside label frameworks are still without coverage.

• No fix for streaming: While the per diem offers short-term relief, it doesn’t address the broader structural inequity in streaming revenues, where songwriters often earn far less than performers or labels.

Opportunities - A Door Opens for Broader Reform

• Setting global standards: This model could be replicated in other countries or by independent labels and publishers.

• Shifting the power dynamic: By recognising songwriters as workers entitled to fair conditions, the agreement may catalyse wider industry reforms - from session fees to royalty splits.

• Brand partnerships with values: For agencies and brands working in music, supporting artists and writers with fair pay has become an increasingly important reputational issue.

Challenges - What's in the Way?

• Implementation logistics: Claims will initially be processed via a temporary system through The Ivors Academy, with a new form in development. Ensuring smooth and consistent payment will be key.

• Keeping the pressure on: Without continued visibility and union-like organising, such gains can stagnate or be undermined in the long term.

Key Takeouts

• UK major labels will now provide £75 per diem plus expenses to songwriters for writing sessions.

• This is a non-recoupable payment - a landmark development.

• The agreement was secured by The Ivors Academy and its members.

• It sets a global precedent, though broader systemic issues in streaming remain unresolved.

Next Steps for Brand Marketers

• Watch how value is shifting: Creators are increasingly organising for fairer conditions. Brands working in music should ensure they’re on the right side of that shift.

• Consider how you fund creative work: Are freelance writers, composers or designers in your campaigns being treated with the same principles?

• Support fair culture: If your brand is using music as a marketing vehicle, showing active support for songwriter rights can demonstrate real cultural fluency.

🧠 Meta’s AI Ads: Scale Without Soul?

Mark Zuckerberg just declared that by 2026, every ad on Meta will be made by AI. A bold claim, and one with serious implications for anyone building brands in an algorithm-driven world.

So, here’s the big question:
If every brand uses the same AI, where does that leave originality, voice, and human nuance?

📊 Supporting Stats

• Meta currently pulls in $160bn annually from advertising (The Guardian, June 2025).

• Capital expenditure is set to hit $72bn next year, largely to build out AI infrastructure.

• News of Meta’s plans saw WPP shares drop 3%, and Publicis Groupe fall by nearly 4%.

• Meta says the move will “redefine the category of advertising” - shifting from human-crafted strategy to machine-generated execution.

✅ Pros: Automation at Scale

• Efficiency for SMEs: AI-powered tools lower the barrier to entry for brands with limited resources. Just upload a product shot, set your budget, and Meta does the rest.

• Rapid testing: Infinite variations of creative and copy, all auto-optimised based on performance.

• Accessible targeting: Built-in geolocation, dynamic personalisation and budget alignment streamline previously complex media buys.

⚠️ Cons: The Sameness Trap

• Zero differentiation: If everyone uses the same toolset, creative homogenisation becomes inevitable.

• Performance ≠ brand equity: AI-optimised ads may deliver short-term clicks, but lack long-term resonance.

• Commoditised creativity: When platforms decide what “works,” distinctiveness becomes a liability.

🌱 Opportunities: Creator-Led Brand Building

• Human-first storytelling: In a sea of AI-generated sameness, authentic, founder-led narratives will stand out.

• Culture as moat: Real voices, faces and values will become key brand assets - not just “nice-to-haves”.

• Multichannel presence: As Meta ad feeds become flooded with AI output, premium audiences may migrate to platforms like YouTube, podcasts, newsletters, or owned brand spaces.

🧱 Challenges: Platform Dependency

• No leverage: If your brand lives entirely within Meta’s ecosystem, you play by its rules - and price hikes.

• Eroding creative control: Automation limits experimentation and lateral thinking - the kind of creativity that builds cult followings.

• Agencies at risk: While Meta claims to support agencies, full-stack automation threatens their core value proposition.

💡 Key Takeouts

• AI-generated ads will dominate Meta by 2026.

• Creative optimisation will favour performance over personality.

• Mass automation risks mass commodification.

• Brands need human stories to stay culturally relevant.

• Creator-led brands offer a viable, defensible alternative.

🚀 Next Steps for Brand Marketers

• Double down on brand identity. Invest in the human, the founder, the creator behind your product.

• Build outside the feed. Explore YouTube, podcasts, brand communities, and direct channels where storytelling still matters.

• Audit your dependence. If Meta flipped a switch tomorrow, would your brand still have a voice?

• Champion cultural fluency. AI can’t read the room - but your team can.

• Use AI selectively. Let machines handle the grunt work, but protect the soul of your brand at all costs.

The AI ad age is coming. The only way to win?
Stay human.

🧒🤖 Baby Grok: What Kid-Friendly AI Signals About the Future of Childhood Tech

Elon Musk’s xAI has announced Baby Grok, a child-focused version of its AI chatbot platform. Positioned as a safer, simplified alternative to the edgier mainline Grok product, Baby Grok promises only “kid-friendly content”. The move follows recent controversy over hyper-customisable 3D AI companions - some of which were criticised for being overly sexualised.

With increasing scrutiny over how AI shapes young minds, Baby Grok arrives at a cultural flashpoint. It’s not just a product announcement, but a signal of the growing urgency to define ethical, educational, and emotional standards for how AI engages children.

Why This Matters

AI is no longer confined to adult productivity tools. It’s embedded in homes, classrooms, and now, potentially, the early digital experiences of kids. According to Ofcom (2024), 56% of UK children aged 8-11 own a smartphone. And one in three children aged 12-15 uses generative AI tools regularly (Children’s Commissioner for England, 2024). This trend raises pressing questions about content moderation, bias, emotional development, and long-term cognitive effects.

At the same time, reports like Voice of the Boys from Male Allies UK spotlight how young people are already grappling with darker tech-driven narratives: boys describing choking as normal, joking about nudify apps, or comparing AI girlfriends as a form of social status. These aren’t fringe behaviours - they’re evidence of a growing disconnect between digital design and developmental safeguarding.

Key Concerns and Watchouts

• Lack of Transparency: Beyond the “kid-friendly” label, xAI has offered little clarity on what safety architecture, content controls, or ethical oversight will differentiate Baby Grok from its mainline counterpart.

• Brand Trust Gap: Grok is known for its uncensored tone and sometimes controversial content. The pivot to child-safe AI invites scrutiny - especially from parents, educators, and child safety advocates.

• Regulatory Grey Zones: Existing frameworks like the UK’s Online Safety Act are still catching up with the realities of generative AI. This leaves open questions about data collection, content monitoring, and age verification in platforms like Baby Grok.

• Commercialisation of Childhood: By introducing AI companions into children's lives, even with the best intentions, there's a risk of deepening tech dependency and shifting play or learning into commercialised, screen-based domains.

• Moral Delegation to Machines: There’s a broader ethical issue around offloading parental, educational, or emotional support roles to AI. No matter how well-designed, chatbots can't replace nuanced human interaction - especially in formative years.

As AI expands its reach into childhood, the conversation around safety needs to evolve from technical compliance to cultural responsibility. The launch of Baby Grok is not just a product test - it’s a societal one. Whether it becomes a meaningful educational tool or another cautionary tale will depend not just on xAI, but on how regulators, brands, educators, and parents choose to respond.

🎭 Jordan Goes Broadway: The Air Jordan 40 Launch That Sang Its Legacy

To mark 40 years of the Air Jordan line, Jordan Brand didn’t just drop a new sneaker - it dropped a full-scale musical. “Too Easy”, created by long-time creative partner Wieden+Kennedy, flips a black-and-white basketball court into a full-colour stage, with NBA and WNBA stars delivering lyrics about rejection, injury, and ambition. The timing is bold - Jordan Brand revenue doubled between 2020 and 2024, before a 16% decline in the most recent fiscal year. This campaign feels both celebratory and recalibrative.

Contextual Stats & Market Position

• Nike’s footwear dominance is easing: Global sports footwear market share decreased from 28.8% in 2021 to 26.3% in 2024, reflecting stronger competition from brands like On and Hoka

• Nike still leads overall apparel/footwear: While Nike remains the largest sportswear company, its share dip highlights increasing market pressure

• Gen Z demands culture and authenticity:

  • 67% of Gen Z are more loyal to brands that speak openly on social issues

  • 54% want behind‑the‑scenes content, and 2.2× trust brands collaborating with familiar creators rather than celebrities

  • 76% use TikTok for humour and light content, while 73% prefer short‑form videos to learn about new products

  • 51% of Gen Z prioritise socially responsible companies when choosing what to buy

Cultural Relevance & the Power of Storytelling

The “Too Easy” campaign implicitly addresses this new consumer mindset:

• It creates immersive, narrative‑driven content that meets Gen Z’s appetite for story arc, theatrics, and emotional impact.

• By featuring both NBA and WNBA stars, the campaign aligns with Gen Z values of inclusivity and representation.

• The theatrical format and musical framing tap into “brand lore”, a growing trend among digital‑native audiences

Key Takeouts

• Nike holds its position but faces clear challenges: share has declined amid rising competition and softer growth in key segments like women’s footwear

• Gen Z loyalty is now earned through authentic storytelling, social consciousness, and creator‑aligned content

• Jordan Brand’s theatrical campaign builds narrative depth, expands cultural resonance, and plays to Nike’s heritage of bold creative decisions.

🏗️ Wimbledon’s Green Light: What the Expansion Ruling Means for Brands, Culture & Community Spaces

The All England Club has cleared a major legal hurdle in its controversial plan to expand the Wimbledon tennis site - a decision that could reshape not only the famous tournament but also how brands, developers and planners approach protected land in urban areas. Following a High Court ruling, 38 new courts and an 8,000-seat stadium will now be built on the former Wimbledon Park Golf Club site.

As campaigners vow to continue legal opposition, this moment offers more than a property development story. It raises deeper questions about the balance between legacy, access, commercial ambition and environmental responsibility - all of which brand strategists should be watching closely.

📊 Supporting Stats

• The £200 million expansion will nearly triple the site’s size, from 42 to 115 acres (source: All England Club).

• 27 acres of new public parkland will be created on land that was previously private (source: AELTC).

• 75% of Londoners believe green space is “very important” to their mental wellbeing, according to the Greater London Authority (GLA).

• Nearly 1,000 formal objections were submitted to Merton Council during public consultations on the proposal (source: BBC).

✅ Pros - What’s Working?

Public Access & Community Benefit
The All England Club has pledged to open up 27 acres of new parkland for public use - a rare increase in green access in a city where open space is at a premium.

Major Event Legacy
Creating a permanent home for Wimbledon’s qualifying rounds consolidates the tournament on one campus and strengthens its global prestige.

Boost to Local Economy & Cultural Infrastructure
An expanded site means longer visitor stays, more job creation and additional year-round use of the space. It supports London’s position as a premier destination for global sports events.

⚠️ Cons - What Are the Limitations?

Heritage and Environmental Concerns
Wimbledon Park is a Grade II*-listed landscape originally designed by Capability Brown. Campaigners argue the development risks irreversible harm to a rare piece of urban heritage.

Precedent for Protected Land
Critics warn that if this ruling stands, it may weaken protections for other greenbelt and community-owned spaces, encouraging more commercial encroachment.

Divided Public Opinion
Despite the promises of new parkland, many locals and environmental groups feel the trade-off isn’t worth the loss of heritage and tranquillity.

🌱 Opportunities - What Should Brands Watch?

Designing with Legacy in Mind
There’s an opportunity for the All England Club to set a gold standard in landscape-sensitive design - creating a masterclass in blending sport, culture and conservation.

Public Access as a Brand Asset
Offering genuinely inclusive public space is no longer a nice-to-have. It’s a reputational cornerstone. Brands can learn from how access, visibility and shared value will be framed here.

New Sponsorship & Experience Ecosystems
The expansion opens up new possibilities for brand activations, community engagement and year-round cultural programming tied to the Wimbledon brand.

🧱 Challenges - What Barriers Remain?

Ongoing Legal Risks
A separate High Court case in January 2026 will determine whether a statutory trust over the land legally blocks the development. Until then, uncertainty remains.

Community Trust & Transparency
Brands involved must tread carefully. The tension between local campaigners and large institutions like the GLA or AELTC reveals a trust gap that can’t be ignored.

Environmental Performance Scrutiny
As the climate agenda sharpens, the project’s environmental credentials - from biodiversity to building impact - will come under intense scrutiny.

📝 Key Takeouts

• Wimbledon’s expansion has passed a major planning hurdle but faces continued legal challenge.

• The scheme offers a rare case study in turning a private site into public-facing green space.

• Heritage and environmental concerns highlight growing tensions between development and protection.

• The ruling may shape how public land use is interpreted in future cultural and commercial projects.

On The Record Linkedin Newsletter 23rd July

🧠⚽ Football on Prescription? Tackling Depression Through Community, Not Pills

A groundbreaking new initiative in Gloucestershire is rewriting the rulebook on mental health support. Instead of antidepressants, some patients experiencing mild to moderate depression will be offered a prescription for something unexpected: live football. Launched by Labour MP and former GP Dr Simon Opher, in collaboration with Ecotricity founder Dale Vince, the scheme allows patients to attend matches at Forest Green Rovers - a club known for its eco credentials and deep community roots. It’s a bold move, with timely implications for how the UK approaches mental wellbeing.

Dr Opher, who has long advocated for social prescribing as a clinical tool, previously offered alternatives like gardening and stand-up comedy. His approach is rooted in the idea that loneliness and disconnection are core drivers of low mood - and that reconnecting people with social spaces is a critical intervention. “It’s really quite toxic,” he says of modern isolation. “You can quantify it - it’s the same health risk as smoking about 20 cigarettes a day.”

This latest intervention, which will run across twelve GP surgeries near Forest Green’s stadium in Nailsworth, offers free matchday tickets as a way to stimulate connection, routine and joy. The idea isn’t that football is a universal cure, but rather that it’s one more option in a toolkit that moves beyond pharmaceuticals. As Dr Opher notes, “Football isn’t going to be for everyone. Nothing is, but we need a range of options.”

He also raises concerns over the scale of antidepressant use in England, with 8.7 million people currently on prescriptions - a figure that rose by 2.1% last year alone. For many of those with mild to moderate symptoms, antidepressants may offer limited benefit, especially in the absence of broader social or psychological support. “Quite a few of them would just come back no better,” he reflects on his early days as a GP. “I thought we needed to try something different.”

Forest Green Rovers, known as the world’s first vegan and carbon-neutral football club, are providing the tickets free of charge. The club has become a symbol of alternative thinking in the football world - making it a fitting host for a health scheme built on rethinking the norm.

As the pilot launches this August, questions remain around long-term effectiveness, scalability, and how such schemes might fit into wider NHS strategy. But what’s clear is this: mental health support in the UK is evolving. And sometimes, the way forward starts with a roar from the stands.

🕵️‍♂️ Algorithm Anxiety: Why France’s Criminal Probe into X Should Be on Every Brand’s Radar

In the crosshairs of European regulation, X’s standoff with French authorities is more than a legal spat - it’s a warning shot to every platform that trades in influence.

French prosecutors have launched a criminal investigation into Elon Musk’s X (formerly Twitter), probing alleged algorithmic manipulation aimed at foreign interference. The platform’s refusal to comply with demands for algorithmic transparency, citing free speech concerns and alleged bias, has escalated tensions. This isn’t just a national legal issue - it’s a flashpoint in the global debate over platform governance, data sovereignty, and brand risk in politicised digital spaces.

📊 The Stats Behind the Scrutiny

• 73% of EU citizens worry about misinformation online, with social platforms seen as major sources (Eurobarometer, 2024).

• Under the Digital Services Act (DSA), platforms like X must disclose algorithmic functions and content moderation practices to regulators.

• France’s media regulator ARCOM has already flagged X for “major shortfalls” in combating hate speech under DSA mandates.

These figures underscore why European regulators are sharpening their tools - and why platforms resisting scrutiny risk reputational and legal backlash.

✅ Pros - Why This Matters for Brand Strategy

• Increased transparency mandates could ultimately restore trust in digital platforms, especially for brands seeking safer media environments.

• X’s high-profile refusal to hand over data highlights a growing demand for algorithmic accountability, which could pave the way for industry-wide standards.

• The confrontation brings regulatory clarity to grey areas around AI-powered content curation and its potential political impact.

⚠️ Cons - Platform Tensions & Risk Exposure

• Musk’s X has already seen major advertiser exodus due to concerns over content moderation. This standoff could deepen brand safety risks.

• Regulatory non-compliance puts platforms at risk of hefty fines or service limitations in key markets, threatening access and reach.

• Allegations of “foreign interference” and algorithmic bias risk fuelling public distrust, affecting brand affinity by association.

🌍 Opportunities - Strategic Openings for Marketers

• Brands can lead by investing in transparency-first media buying, favouring platforms that submit to independent algorithmic audits.

• The moment is ripe for developing alternative content strategies, including partnerships with verified publishers and decentralised platforms.

• Rising concern over digital influence opens space for values-led campaigns around truth, trust, and data ethics.

🧱 Challenges - Friction Ahead

• Opaque algorithms remain a black box for most marketers, making it difficult to assess true audience reach or engagement dynamics.

• Regulatory fragmentation across the EU and US complicates compliance planning, especially for global campaigns.

• The politicisation of platform governance threatens to drag brands into cultural flashpoints, whether they intend to engage or not.

🔑 Key Takeouts

• X’s resistance marks a growing divide between platform self-governance and state regulation.

• Regulatory bodies like the EU are moving from passive oversight to active enforcement, including criminal probes.

• Algorithmic transparency is no longer optional - it’s becoming a central trust factor in media planning.

• Brands face reputational risks by operating in opaque digital environments lacking clear governance standards.

📌 Next Steps for Brand Marketers

1. Audit your media mix for exposure to high-risk platforms facing regulatory heat.

2. Start asking vendors for algorithmic transparency reports or third-party verification.

3. Build resilience by diversifying into contextual advertising and trusted news environments.

4. Stay informed on regulatory developments in key markets - particularly around the Digital Services Act.

5. Prepare your comms team for potential spillover risks from platform controversies.

🎮 Gaming Isn’t Just for Gen Z: Why Gen X and Boomers Are Leveling Up

Once seen as the domain of teenagers and twenty-somethings, gaming has evolved into a cross-generational powerhouse. Today, it’s not unusual to find 50-somethings streaming on Twitch or grandparents playing puzzle games on tablets. For brand marketers still stuck in the “Gen Z = gamer” mindset, it’s time to reset. Gaming is now a full-household channel, with significant implications for reach, resonance and media planning.

The Stats Speak Loudly

Gaming participation is up across older demographics:

• Nearly 60% of UK adults aged 45-54 played video games in 2023 (Statista) - up from 43% in 2013

• 41% of adults aged 55-64 are gamers

• 25% of over-65s now game regularly

• 32% of Europeans aged 45-64 play video games (Statista, 2024)

• In the US, 87% of Gen X and 81% of Boomers & Seniors game on mobile weekly (ESA, Essential Facts 2025)

• 205 million Americans play weekly across mobile, console and PC (ESA, 2025)

Pros - What’s Working?

• Massive mobile reach: Older adults over-index on mobile platforms, making it the most accessible gaming format.

• Health and wellbeing benefits: Games are increasingly used for cognitive stimulation, memory retention and social engagement among older players.

• Community building: Platforms like YouTube Gaming and Twitch are home to older creators who build sizeable, loyal followings.

• Diversified content: Casual, puzzle, and story-driven games appeal more to older audiences, expanding the creative brief for marketers.

Cons - What Are the Limitations?

• Persistent stereotypes: Many marketers still associate gaming primarily with youth culture, undercutting media strategy relevance.

• Creative blind spots: Older audiences may be missed in game-based advertising due to assumptions about platform use or content fit.

• Data visibility: Audience segmentation tools often default to younger demos, making it harder to extract insight from older gamer behaviours.

Opportunities - What Should Brands Explore?

• Intergenerational storytelling: Campaigns that reflect gaming as a shared household activity, not a generational silo.

• Product placement in casual games: Older gamers are highly active in puzzle and word games - prime spots for brand visibility.

• Wellness-focused content: Games designed with mindfulness, cognitive health or social connection can drive brand equity in ageing populations.

• Creator partnerships beyond Gen Z: Influencers in their 40s, 50s and 60s are building followings. Brands that engage them signal inclusivity and relevance.

Challenges - What Barriers Exist?

• Measurement gaps: Traditional ad metrics don’t always reflect nuanced usage across devices or generations.

• Cultural bias in strategy: Youth-oriented brand teams may miss opportunities due to lack of cultural empathy with older audiences.

• Fragmented platforms: Older gamers may prefer less social or more niche gaming environments, complicating channel planning.

Key Takeouts

• Gaming is no longer youth-exclusive - it’s a cross-generational media channel with mass reach.

• Older adults are gaming frequently, especially on mobile, and they are open to branded engagement.

• Stereotypes about who games - and how – are holding brands back.

• Opportunities lie in wellness, community, and casual game integration.

Next Steps for Brand Marketers

• Audit your gaming assumptions: Is your current strategy over-indexed on Gen Z? If so, it’s time to rebalance.

• Brief for mobile-first, cross-generational reach: Design creative that appeals across age groups, especially Gen X and Boomers.

• Invest in creator diversity: Partner with older influencers to expand representation and relevance.

• Explore new formats: Think beyond traditional console tie-ins – mobile and casual games are where older gamers thrive.

• Champion inclusive design: Ensure your game-related content or ad placements are accessible, age-agnostic, and relevant to all players.

Want to reach everyone? Start with gaming. It's not fringe - it's foundational.

🇨🇭 Euro 2025: Women’s Football Delivers a Tourism Windfall for Switzerland

The UEFA Women’s Euro 2025 is turning out to be more than a sporting event - it’s proving a powerful catalyst for tourism, retail, and national visibility in Switzerland. As the group stages wrap, early indicators point to a transformative moment not just for women’s football but for the broader cultural economy of the host nation.

Women’s Football as an Economic Engine

According to Visa data shared with CNBC, Switzerland saw a 12% year-on-year increase in visitor numbers during the first week of the tournament. Most significantly, fans from Germany, Poland, and the Netherlands led with a 25% increase, while UK visitors rose 20% and those from Italy and France followed with 15% and 10% increases respectively.

Consumer spending across Swiss host cities spiked 27%, with retail sales alone up 30%. Cities like Bern and Thun reported nearly double restaurant and entertainment revenues. It’s a surge that underscores the multiplier effect of major women's sporting events - one that cities and marketers should not ignore.

📊 Supporting Stats

• 600,000+ advance tickets sold, with 35% purchased by international visitors (UEFA)

• 22 out of 24 group-stage matches sold out

• Visitor spending rose 25% in key host towns like Thun (Visa via CNBC)

• Euro 2022 saw global TV viewership reach 365 million, up from 178 million in 2017 (UEFA)

Changing Perceptions, Shaping Culture

For years, packed stadiums for women’s football seemed unlikely. But Euro 2025 builds on the momentum of Euro 2022 in England, which saw landmark achievements in audience numbers, media visibility, and commercial value. The current tournament has amplified those gains, with supporters travelling from 114 countries and matches drawing sold-out crowds.

UEFA’s Nadine Kessler highlighted that over 61,000 Germans, 41,000 English, and thousands more from the US, France, and the Netherlands have travelled to Switzerland - a figure that underscores women’s football’s growing global appeal.

Fans and stakeholders report strong local engagement in cities like Lucerne, where the tournament’s branding and energy permeated daily life. In contrast, cities like Geneva showed a more muted atmosphere earlier in the group stage, suggesting varying levels of local integration.

Still, the atmosphere around the event has been praised for its inclusivity, family appeal, and community spirit - traits that differentiate it from the male-dominated football experience and present a fresh proposition for brands and tourism boards alike.

📝 Key Takeouts

• Euro 2025 is already a tourism and commercial success for Switzerland, driven by women’s football’s global momentum.

• The economic impact is tangible: +12% visitors and +27% consumer spend in just one week.

• Fan experience and civic participation differ across host cities, highlighting the importance of local activation.

• Long-term value will depend on legacy planning, from grassroots investment to tourism brand-building.

Women’s football continues to redefine expectations. With the right vision, it can do the same for national brands, cities, and economies.