In this week’s Our Take, Wikipedia has discovered some new curiosity archetypes, IKEA brings a gaming grandma into a new campaign, New York is missing a key organ and Rihanna holds a press conference with kids.
Searching for answers, one tab at a time
A study carried out by Science Advances took a deep dive into the online browsing behaviours of almost half a million of Wikipedia users across 50 countries, to confirm two already existing styles of curiosity, hunters and busybodies, and a newly discovered persona… enter dancers into the curiosity chatroom.
So what do these styles say about you?
Hunters: Eyes on the prize, goal-oriented folk, drinks three espressos before 6am, seeks specific answers and follows a linear path from one article to the next. Do not F**K with them if a deadline is on the horizon.
Busybodies: the social butterflies who jump between unrelated topics and are driven by an appetite for novelty. AKA the personality hires.
Dancers: makes creative, non-linear connections between ideas, the limit does not exist when it comes to ideation, ignores budgets and often arrives at surprising and useful insights.
These ‘knowledge networks’ paint a picture of how people from different cultures and educational backgrounds navigate the largest online encyclopedias. Research co-author, Dani Basset, hyperlinked these browsing curiosity styles to the users’ cultural context.
Those in countries with higher levels of education and gender equality tend to explore a wider range of the wild, wild web; while users in nations with greater inequality conduct more focused and purpose-driven searches.
These findings suggest that the way we browse is more than just a personal preference, factors like education and access to information shape not only what we learn but also how we learn.
BRB clearing my cookies for a fresh curiosity session.
IKEA’s New Gaming Collection Gets a ‘Grumpy Gran’ Glow-Up
Move over teenage gamers, grandma’s got the controller now. IKEA just unveiled its BRÄNNBOLL collection, a 20-piece line of gaming furniture and accessories, and they’ve chosen the ultimate gamer grandma, Cath Bowie (aka Grumpygran1948), as the face of the campaign. With her no-nonsense charm and die-hard Twitch following, Grumpy Gran is here to show that gaming isn’t just for the young and wild.
IKEA’s new research highlights just how much the gaming world is changing: over seven million people in the UK aged 55 and older are regular gamers and nearly half of UK gamers are now women, despite the persistent stereotype of the male gamer. More surprising? Gaming has become a family affair, with over half of parents and a third of grandparents viewing it as a fun way to bond across generations.
Cath Bowie herself picked up gaming in 2017 thanks to her grandson, and her popularity has since exploded—she’s now a Twitch Partner, monetising her streaming hobby and winning over fans with her warmth and grit.
IKEA’s BRÄNNBOLL collection reflects this shift with ergonomic chairs, sleek storage, and stylish accessories that prove gamers want comfort and style. As IKEA’s gaming lead aptly stated, gaming is evolving and ‘Grumpy Gran’ is here to remind us all that it’s truly for everyone.
A Heartless Campaign
Spotted by one reddit user on the subway in NYC last week is a campaign that got us in the feels. An incredibly clever use of the iconic I <3 NYC logo, organ donation charity, LiveOnNY removed the heart to raise awareness of organ donation.
Simple in both its execution and design, it reminds people of the importance of organ donation. The tagline for the campaign is “Life. Pass it on” which is a beautiful reminder of just how crucial it is to carry an organ doner card.
Altering something as recognisable as the I <3 NYC logo encourages reflection and is a super smart way to land a message for a very important cause. We <3 this one very much!
Soccer Mom Riri wins the internet
Imagine a press conference taken over by kids: that’s exactly how Rihanna chose to unveil her reimagining of the new FENTY x PUMA Avanti sneakers. With young fans eagerly firing off questions, Rihanna shared her journey behind this release, making it fun, engaging, and family-friendly, which is notably not her usual vibes. When asked if she plays soccer, Rihanna quipped, “Only if I get to wear these sneakers!” This unique setup made for a refreshing break from the norm, capturing the playful and accessible vibe she brings to her brand.
With this new launch, Rihanna’s design choices—chunky yet sleek, nostalgic yet fresh—perfectly capture her essence and vision deliciously and now she seeks to shake it up a little and show herself as being playful and family-centred.
Plus as she steps further into motherhood, she’s redefining what it means to be a “cool mom”—a role that’s just as stylish, fun, and influential as any other part of her life.