Research Associate

Mintel expands work in wellness category with new hire. UK - Market intelligence and research agency Mintel has appointed Claire Tassin to the newly created role of wellness principal strategist. Tassin (pictured) will become Mintel's leading authority on wellness insights, and joins Mintel from Morning Consult, where she launched and led the firm's retail and e-commerce offering. Prior to Morning Consult, Tassin held client engagement roles at Gartner and CEB, advising global organisations on brand strategy, consumer loyalty, innovation and growth. Advertisement Tassin's appointment comes as Mintel seeks to strengthen its work in the wellness category, including identifying emerging demand, evaluating claims and finding growth opportunities. Julie Lizer, global president of research and insights at Mintel, said: "This is an exciting time for Claire to join us as we strengthen our wellness proposition with an integrated approach uncovering emerging demand, evolving claims, and growth opportunities. "Her experience advising leading global brands on shifting consumer behaviours and cultural trends will strengthen the thought leadership and actionable insights we deliver to the market."

Brazilian professionals' willingness to learn AI is growing, but institutional investment is not keeping pace, according to a Salesforce study. A new survey by Salesforce in partnership with Morning Consult reveals that Brazil is experiencing a decisive moment in the adoption of artificial intelligence (AI) in the workplace. The data shows a strong individual commitment to training: 64% of Brazilian professionals say they would invest their own money in AI training, and 66% advocate for more investment in AI, among the highest rates in the world. At the same time, 54% already consider their workplaces prepared to use AI tools, above the global average of 48%. Even so, the speed of institutional support has not kept pace with this momentum, creating a mismatch between the motivation of professionals and the investment of companies and the government. The Brazilian scenario mirrors a global dynamic: in markets around the world, professionals want to keep pace with AI innovation. Globally, 64% support increased investment in overall skills development, and 53% call for specific AI training. Many are willing to take matters into their own hands, with 45% planning to increase their personal spending on AI learning in the coming year and almost two-thirds stating they would take AI courses if there were discounts or financial support from governments. In contrast, institutions have moved slowly: only a third of professionals expect to see their companies invest more in AI skills training in the next 12 months; only 29% say their organizations already invest enough in AI training, and 28% believe their governments invest enough in skills programs. In advanced economies, confidence is particularly low: in the US, only 28% consider national spending on AI skills sufficient; in the UK, that percentage drops to 22%. In Latin America, readiness and appetite for training are strong, but unevenly distributed. Brazil leads the region in readiness for work, with 54% of professionals stating that their countries are already prepared to use AI, followed by Mexico (50%) and Argentina (43%). Personal willingness to invest in training ranges between 57% and 64% in the region's main markets, indicating that, despite economic pressures, there is concrete motivation to learn. The message is clear: professionals want accessible, recognized programs capable of connecting skills to career progression. "Transforming skills development into consistent career progression requires coordination. Collaboration between companies, governments, academia, and civil society is essential to close readiness gaps, ensure responsible AI practices, and create concrete pathways between training and job opportunities. Investing in training is not just about filling technical positions. It's about building trust, boosting competitiveness, and making AI adoption sustainable. Companies that delay risk losing talent and trust. The priority now should be for businesses and governments to scale training, certification, and support so that no one is left behind," says Pedro Brasileiro, government relations manager at Salesforce in Brazil. The study was based on double-blind surveys conducted by Morning Consult between August 21 and 26, 2025, with a sample of the general population in 13 countries (Argentina, Australia, Brazil, Canada, France, Germany, India, Italy, Saudi Arabia, Mexico, Netherlands, United Kingdom, and United States). In total, 14.231 responses were collected, with approximately 1.100 interviews per market.