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Web Summit 2024: Thirsty brands, Trump vs Hollywood and designing for sustainability

Adobe stand at Web Summit 2024. Photography by David Fitzgerald, Portugal

Portugal – On day two of Web Summit, attendees spread their attention across start-up pitches, the exhibition floor and a series of talks and panels covering everything from AI and marketing to fintech and the future of governments. Here are three insights curated by our team of analysts in attendance.

Why brands should stop acting ‘thirsty’: Most brands are guilty of what Joey Camire, chief strategy officer at Sylvain, calls acting ‘thirsty’ – a desperate need for attention or approval that, instead of attracting customers, drives them away. When brands hyper-focus on chasing trends or rapid growth, they lose sight of who they are and why consumers first connected with them. Camire shared how Microsoft mastered its thirst for growth by addressing real customer needs with Microsoft Teams and building meaningful partnerships, like its investment in OpenAI. The lesson? Always choose patience and purpose over desperation.

Donald Trump’s future impact on Hollywood: According to Janice Min, CEO and editor-in-chief of Ankler Media, the next US president’s tense relationship with California – a state that largely opposed him – could lead him to suggest relocating production outside Hollywood. New facilities are already being developed in places such as Nevada by Warner Bros Discovery (WBD). The UK and Australia could benefit from tensions between Hollywood and the next administration.

‘People will pull their punches under Trump. We saw this with Jeff Bezos and The Washington Post [refusing to endorse Kamala Harris]. Warner Bros Discovery, CNN and every broadcast news outlet is now owned by a conglomerate. It will colour the coverage. Trump is already suing ABC News and CBS. He has not started and he’s already untangled.’

Logitech’s sustainable ethos: In a fascinating fireside chat, Malin Leschly, chief design officer at Logitech, shared the recipe behind the brand’s sustainable efforts. Products like Logitech’s Wave keyboards feature components made from recycled materials, reducing their carbon footprint by 35% without compromising on performance. This approach prioritises lifecycle analysis (LCA) to quantify the impact, while initiatives like partnerships with iFixit support product longevity and repairability. For eco-conscious shoppers, Logitech’s refurbished programme on eBay offers certified, warrantied products. What’s more, Leschly shared how a Logitech mouse, with 3.44kg of Co2e, is more sustainable than a cheeseburger (4.5kg CO2e).

Strategic opportunity

Consider how to embed sustainable practices throughout product design. Could you, for instance, set lifecycle analysis (LCA) as a core key performance indicator (KPI) to measure and reduce the environmental impact of materials, production and end-of-life stages?

Shiseido celebrates Japanese craft in award-winning holiday display

Beauty from Within at Shiseido Parlour, Tokyo. Design by Hakuten, Japan

Japan – Skincare brand Shiseido’s holiday window display at the Shiseido Parlour in Ginza, Tokyo, has won Window Display of the Year at the Frame Awards, marking the third consecutive win for Shiseido Creative and design agency Hakuten.

The Beauty From Within installation re-imagines traditional Japanese umbrellas, or wagasa, as a festive Christmas tree and wreath. Traditionally associated with good fortune and spiritual protection, these hand-crafted symbols offer an unconventional twist on holiday decor. ‘I appreciated the beautiful traditional use of bamboo to emphasise the mechanical details of the layered umbrellas,’ commented Frame Awards jury member John Naranjo.

The wagasa are crafted by hand from local materials and repaired over generations, making sustainability a core consideration. As a result, Shiseido designed the umbrellas to be re-used after the installation, a feature Anette Skeie, head of design at Norco Interior, praised as ‘beautiful, sustainable, traditional, hand-crafted and outstanding’.

In our World Retail Congress 2024: Let's Get Hyperphysical report we discuss how retailers can enhance the in-store experience by designing hyper-local window displays or storefronts, creating destination-worthy stores to capture younger consumers’ attention.

Strategic opportunity

Take inspiration from Shiseido’s holiday display and create immersive retail activations that align with cultural or seasonal themes. These displays attract foot traffic and create lasting memories for customers, boosting brand loyalty

Meta expands VR education with global university partnerships

US, UK – Meta is advancing its mission to integrate virtual reality (VR) in education, partnering with 13 universities across the US and the UK to beta-test its new educational VR product.

The Meta for Education programme provides these institutions – ranging from Arizona State University to Imperial College London – with early access to tools designed to make learning more interactive in fields such as science, medicine and history. The initiative aims to collect real-world feedback on VR use in classrooms, facilitating a broader launch down the line.

In addition, Meta’s digital twin ‘metaversity’ programme is expanding to Europe, following its US debut in collaboration with VictoryXR. Starting with immersive courses at the University of Leeds, UK, the University of the Basque Country, Spain, and the University of Hannover, Germany, this programme digitally replicates campuses, with courses ranging from theatre to anatomy.

These developments underline Meta’s commitment to positioning VR as an essential educational tool globally and showcases how digital technologies are contributing to Redesigning Higher Education Spaces.

CoLab by Pearson Lloyd, UK

Strategic opportunity

Use VR to transform complex fields such as engineering and medicine or demanding training programmes into immersive, engaging learning experiences that enhance comprehension and retention

Stat: The fashion industry braces for another stormy year

Pangaia, UK

Global – According to McKinsey & Co’s and The Business of Fashion’s annual State of Fashion report, the global fashion industry faces steep challenges in 2025, with 80% of executives anticipating no improvement in the sector.

Economic strain and shifting customer priorities are key obstacles, while prioritisation of sustainability has slowed; only 18% of fashion executives cite it as a top three risk for growth in 2025, down from 29% in 2024. Fashion leaders are also wary of weak consumer confidence; 70% view this as the largest barrier to growth in 2025.

Geopolitical tensions and regional economic shifts are reshaping supply chains, with brands looking to Asia – especially Japan, South Korea and India – for growth, even as China slows.

Value-conscious consumers are driving up demand for resale and off-price models, while the over-50s Silver Generation are emerging as a lucrative, previously overlooked demographic.

In our Global Fashion Summit 2024: Fashion’s Tipping Point? report, we unpacked the fashion industry’s lack of progress in improving its sustainability credentials and the need for less talk and more action. The Business of Fashion’s report further emphasises the need for industry players to step up and shake the sector out of its inertia.

Strategic opportunity

How can your brand strategically emphasise value-focused products, engage overlooked demographics and elevate in-store experiences to navigate challenges and evolving consumer values in 2025?