What's on Your Mind?

Branded is a weekly column devoted to the intersection of marketing, business, design, and culture. Costco has been on a good run lately. The beloved big-box club chain has been winning new fans for its no-nonsense stand on continuing its DEI policies, with comparable store sales up 6.8% in its most recent quarter. But as Costco shoppers know, its in-house Kirkland Signature brand, which includes everything from underwear to frozen pizza, has long been the discount club’s not-so-secret weapon. Kirkland marks its 30th anniversary this year, and in what’s shaping up to be a challenging economy for consumers across the board, it’s poised to become more important than eve…

Hiring professionals who see countless job applications every year begin to notice patterns of red flags that can instantly disqualify a candidate. Here, experts share their thoughts on the most commonly made mistakes. Avoid the White Fonting Trick Surprisingly, many candidates still use the “white fonting” tactic on their résumés. This practice stems from an outdated piece of advice that has spread over time: include extra keywords or copy the entire job description, reduce the font size, and change the color to white. The intention is to make the text invisible to the eye but still detectable by applicant tracking systems. It’s essentially an attempt to game the …

It’s no secret that internships offer a higher chance of landing a full-time job. However, they can be hard to nail down. Landing a full-time graduate job has become increasingly competitive, especially in an era where AI is prevalent. Researchers such as Sarah Bana talk about how companies will use AI to perform tasks like research and information gathering, basic content creation, and administrative tasks that were usually given to entry-level employees. In one study, 69% of hiring managers believed AI could do the work of a recent college graduate. This begs the question: How can you land an internship or a job as a young person just starting in the workplace…

On the first Saturday of May, millions of Americans tune in to the Kentucky Derby to watch horses and their jockeys compete on the Churchill Downs racetrack in America’s longest-running sporting event. The Derby has been held annually on the same racetrack since 1875; it’s an event largely built on tradition. Horse racing viewers tend to skew older, but this year, Churchill Downs is looking to modernize the event for new viewers by embracing old traditions while also introducing brand partnerships that appeal to Generation Z. Casey Ramage, Churchill Downs’ vice president of marketing, brand, and partnerships, says the Kentucky Derby is a “cultural moment” for eve…

Few things are as quintessential Mexico as spotting a large, lab-coat-wearing mustachioed mascot dancing in the streets. This character—dubbed Dr. Simi—is one of Mexico’s most recognizable figures. Its life-size version can be found on social media riding a bike, dancing to regional music, breaking Guinness world records, and, on occasion, fighting other mascots like Duolingo’s Duo. Customized Dr. Simi plushies have made their way onstage with the world’s most celebrated artists, including Dua Lipa, Harry Styles, and Adele, and even into the hands of the late Pope Francis. AdeleX The playful, and sometimes mischievous, mascot is the face of Farmacias Similares, a c…

When cities throw out single-family zoning rules—like Minneapolis did in 2018, or Cambridge, Massachusetts, voted to do this year—the first new multifamily construction projects on a block often come from developers, not homeowners converting existing dwellings. And no matter how desperately a city needs new housing units, change often happens slowly. In part, that’s because even if someone is interested in adding apartments to their own house for extra income, they might not know where to start. But in Toronto, which ditched single-family zoning in 2023, a tool kit makes it easier for “citizen developers” to understand their options and how much construction might cost. …

In American culture, importance and attention are often misaligned. This disconnect is one of the greatest challenges we in the STEM world face. Too often, society’s most essential stories are drowned out by the drama of the moment—pushed aside by the next headline or fleeting scroll. Today’s media environment is a relentless battle for attention, which is why, when a cultural moment aligns with science, we must seize it. Elevate it. Share it. Right now, we have just such a moment: the discovery of a new exoplanet reminiscent of Luke Skywalker’s home world, the upcoming launch of Andor Season 2, and the arrival of May 4th—also known as National Star Wars Day (a de…

Chili’s Grill & Bar turned 50 this year. But as a new generation of diners is learning, it’s still got it. Thanks to a series of well-timed marketing efforts—and at least one viral hit appetizer—diners are flocking to the restaurants, which just posted a same-store sales increase of more than 30 percent in its last fiscal quarter. Traffic is up more than 20 percent. Kevin Hochman, CEO of Chili’s parent Brinker International, credits some of this success to operational adjustments: better kitchen technology, better cook training, and a recent dishwasher-listening tour in which the often invisible, but absolutely vital, employees who clean the chain’s dishes were as…

In the future, your roof could generate power not only from the sun but also from falling rain. In a recent study, scientists demonstrated a new way to capture renewable energy from rainwater. “There is a large amount of energy in rain,” says Siowling Soh, an engineering professor at the National University of Singapore and author of the study, which was published in ACS Central Science. “This large amount of energy is wasted every day. There is currently no commercial technology that tries to harvest it.” When water flows down a pipe, it can pick up and move tiny electric charges from the pipe’s surface. That creates a small electric current. It’s similar to the …

In a perfect world, workplaces would be environments of mutual respect, open communication, and fair treatment. Unfortunately, that’s not always the reality. Whether you’re dealing with a micromanaging boss, a dismissive colleague, or a workplace culture that undervalues your contributions, knowing how to assert yourself is essential to avoiding burnout and developing as a professional. Standing up for yourself doesn’t mean becoming combative or aggressive. Instead, it’s about cultivating confidence, setting boundaries, and advocating for your worth. Here’s how to grow a backbone at work while maintaining professionalism and integrity. Recognize your value This…

If you were to establish an electric truck company today, would the trucks be built in America? In April 2025, the answer is yes. In 2022, even after the pandemic, the answer might have been different. That was the year I initially founded Chang Robotics, a company that manufactures what we believe to be one of the world’s most powerful battery-operated commercial rigs. Its first commercial use will be for fast snow removal in airports and other mission-critical facilities. At the time, advisors, investors, and partners all said “Let’s take this to China. I’ll bet we could get this done in six months.” I declined. New Manufacturing Should Focus on Bei…

The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. We need to change the conversation about how we diagnose autism—and what we believe causes it. Lately, there’s been growing attention on environmental toxins and singular external triggers as explanations for autism. But the reality is far more nuanced. As a clinical geneticist and PhD genomic scientist with over a decade of experience working in medical affairs and clinical genomics, I’ve …

The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. This year, I launched my first direct-to-consumer product: Scribbly, an AI-powered children’s book company that puts your kid right into the story. Until now, I’ve mostly built apps for businesses, and collecting user feedback for those projects has been straightforward and structured. The D2C world is different. Read the Google reviews of any hotel or restaurant, and you’ll get a feel for…

“If this is your first time being poor, I’m Kiki, and I’m trying to make it affordable to eat by using depression, recession and wartime recipes,” says TikTok creator Kiki Rough in a video posted last month. While most people wouldn’t turn to the 1940s for dinner inspiration, Rough’s video has since racked up over four million views. “‘We are so back’ as says my 104-year-old grandparents,” one comment reads. “The economy must be cooked if this is trending,” added another. Rough’s video dropped just days after President The President’s global tariff announcements in April, which sent the stock market tumbling and triggered headlines warning of a looming rec…

Two papal tailors and no conclave orders. The conclave that begins next Wednesday to elect a successor for Pope Francis is the first in 46 ½ years for which the Vatican hasn’t ordered a set of cassocks for the new head of the Catholic Church — at least from the two best-known papal tailors. That isn’t stopping Ranieri Mancinelli, who opened his ecclesiastical tailoring shop near the Vatican in the 1960s, from making three simple white cassocks just in case: the traditional small, medium and large sizes to cover all possible heights and girths. “I’m doing this on my own to be able to present these cassocks for the next pope, without knowing who he will be,” Man…

Shares of Kohl’s Corporation (NYSE: KSS) were up nearly 10% on Thursday after the company fired CEO Ashley Buchanan after just four months on the job, appointing Chairman Michael Bender as interim chief executive officer effective immediately. Buchanan’s termination comes after an investigation by Kohl’s‘ board found he violated the company’s code of conduct twice, and was involved in undisclosed conflicts of interest stemming from a personal relationship with a vendor, according to the Wall Street Journal. “Buchanan’s termination is unrelated to the Company’s performance, financial reporting, results of operations and did not involve any other Company personnel,”…