
Published 13 April 2023
With 14% of global rain-fed arable farmland suffering moderate to extreme levels of drought last year (McKinsey, 2022), many common crops are in danger of profound disruption. Belgian design agency Publicis Groupe Benelux is using packaging as a tool to educate consumers about the future consequences of these water shortages on their everyday diets.



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Gen Z’s drinking culture is a mixed picture. On the one hand, moderation and mindfulness are reshaping consumption occasions into more intentional, curated experiences. On the other, there’s still a vibrant appetite for fun, bold flavours, and playful experimentation, presenting opportunities for alcohol and leisure...