TrendWatching

Founded by Mrs. Fields’ daughter, Fields Good reframes the functional cookie around taste, betting shoppers are tired of wellness that feels like work.

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Why Sojasun picked a fight with the manosphere, and what marketers can learn about choosing an enemy who picked you first.

Can plants calm stressed teenagers? A Dutch foundation staged indoor gardens in exam gyms to find out, and to reframe what plants are for.

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87% of wedding guests buy outfits they wear once. ThredUp’s new pop-up and dress code decoder offer a cheaper, faster way to dress for the occasion.

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A new Berlin supermarket pairs a rooftop greenhouse with a timber building built to be taken apart and reused, taking a holistic approach.

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Reserved by Spotify saves two tickets for superfans. No scalpers, no extra fees. But the partner behind it is the one fans love to hate.

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By replacing school bells in 6,300 French primary schools with the calls of threatened species, WWF turns a daily ritual into a wildlife lesson.

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When someone collapses, the outcome usually depends on instructions provided by an emergency dispatcher. ChatCPR outperformed human guidance on every measure.

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Oatly’s Amsterdam bike-thru turns the American drive-thru into a piece of novelty for cyclists, no car (or behavior change) required.

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