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Discovering the perfect Apple Watch wristband for your active lifestyle can make all the difference in your fitness journey.

As more fitness enthusiasts incorporate Apple Watches into their routines, finding a band that provides comfort, durability, and style is crucial. Whether you’re running, swimming, or hitting the gym, the right wristband ensures your watch stays secure while enhancing your workout experience.

Why Choosing the Right Apple Watch Wristband Matters

Selecting the right Apple Watch wristband is more than just a fashion statement. Here’s why it matters:

Comfort: A comfortable band makes wearing your watch pleasant throughout the day.
Durability: The right material ensures your band can withstand workouts and daily wear and tear.
Skin Protection: Wearing an ill-fitting or inappropriate band can cause skin irritation. It’s important to choose a band that minimizes these risks. Healthline discusses concerns like rashes and other skin issues related to improper bands.

Problems can occur if your band isn’t a good fit. Some common issues include:

Chafing and Irritation & Limited Mobility: A too-tight or loose band can cause discomfort or restrict your movement during workouts.

Using a well-fit band improves your experience, ensuring your focus remains on your activities, not wrist discomfort.

Types of Apple Watch Bands for Different Activities

When choosing the right Apple Watch band, it’s important to consider the activity you’ll be doing. Different materials and designs cater to various needs like comfort, flexibility, and moisture resistance. Here’s a rundown on some popular types:

Silicone Bands: These are perfect for those who engage in sweaty activities. They are durable and easy to clean, making them ideal for both gym and outdoor use. Silicone’s sweat resistance is a big plus, offering comfort during long workouts.
Nylon Bands: Nylon is lightweight and breathable, making it a great choice for running or hiking. Its woven material allows for airflow, keeping your wrist cool. Nylon bands also come in various colors, allowing for personal style.
Metal Bands: For individuals who have more laid-back activities but want a classy look, metal bands are a go-to. They’re stylish and durable for casual outings or work environments but might not be the best for intense workouts due to weight and less flexibility.

For specific activities, consider the following:

Swimming: Opt for silicone or fluoroelastomer, as these materials resist water and dry quickly.
Running: Choose lightweight and breathable options like nylon bands to keep your wrist comfortable and prevent skin irritation.

For more detailed information on the durability of these materials, such as nylon, check out this insightful resource by Britannica.

Exploring the Best Apple Watch Wristbands for Intense Workouts

Engaging in high-intensity workouts requires a band that can endure sweat and regular movement without compromising comfort. Here are some recommended bands designed to handle these challenges:

Nike Sport Band: Known for its breathable, perforated design, it limits sweat buildup, ensuring maximum comfort. The durable fluoroelastomer material maintains its condition even during the most intensive exercises.
Adidas Run Band: Tailored for runners, this band offers adjustable features for a snug fit and prevents slippage. Its water-resistant properties make it suitable for all weather conditions.
Under Armour Sport Strap: Designed with athletes in mind, this band features sweat-wicking channels to enhance comfort during workouts. The strap’s flexibility allows a full range of motion, ideal for dynamic exercises.
Nomad Active Strap: Constructed with hydrophobic leather, it’s perfect for a seamless transition from gym settings to social gatherings. This stylish band is both water and sweat-resistant.

For additional guidance on which Apple Watch band to opt for, refer to Men’s Health.

These wristbands are built to support rigorous physical activity while ensuring durability and style. Depending on your routine, selecting the right band can enhance your workout experience and keep your Apple Watch secure.

Apple Watch Bands for Women with Active Lifestyles

Finding the right Apple Watch bands is crucial for women who lead active lives. These bands need to be both functional and stylish to match various activities without compromising on looks.

Key Features of Functional and Stylish Bands:

Adjustable Straps: Ensure the band fits snugly but comfortably on the wrist. This prevents irritation and allows for ease in switching between different wrist sizes.
Breathable Materials: Opt for bands made from materials like silicone and sport-style nylon. These materials are sweat-resistant and perfect for activities that raise your heart rate.
Attractive Designs: Fashionable choices can accompany workout gear or elevate a casual look. Bands that strike the right balance are ideal.

Best Apple Watch Bands for the Outdoor Enthusiast

If you’re an outdoor enthusiast, you need a wristband that can endure what Mother Nature throws at you. This involves balancing durability with outdoor-specific features.

Features to Consider:

UV Protection: Prolonged sun exposure can damage materials; choose bands designed to resist UV rays.
Durable Construction: Look for robust bands, perhaps crafted from materials like leather or rugged nylon.

Choosing the right Apple Watch band for outdoor activities ensures comfort and reliability, so you can focus on enjoying the great outdoors.

Apple Watch Wrist Bands for Everyday Wear

Finding a wristband for your Apple Watch that suits both active and casual settings is key for those who like versatility. Here are some top picks that combine style with comfort, making them suitable for everyday wear:

Hybrid Designs: These bands pair style with functionality. Look for bands with a sleek design that doesn’t compromise on comfort.
Material Matters: Consider bands made from materials like leather or woven nylon, which are comfortable and durable for daily use.
Easy Transitions: Opt for bands that can easily shift from a gym session to a dinner date without looking out of place.
Color Choices: A range of colors allows you to personalize your look, matching the band with your outfit.

Using such wristbands ensures you’re ready for both workouts and social gatherings without needing to swap accessories.

Conclusion: Choosing the Perfect Band for Your Lifestyle

Selecting the right wristband for your Apple Watch is essential for maximizing both its functionality and your comfort throughout the day. A few reminders as you make your choice:

Consider Your Activities: Different bands suit different activities, such as running, swimming, or casual wear.
Functionality Meets Fashion: Ensure your choice doesn’t just look good but also provides the needed support for your active lifestyle.

Ultimately, the best band for your Apple Watch provides a balanced combination of material, style, and function to meet your everyday needs.

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Explore the Best Apple Watch Wristbands for Active Lifestyles

Advancements in digital technology have made it easy to pay bills, shop, and transfer money with a single tap of a button. This has evolved the way financial transactions are performed around the globe.

Businesses have also immensely benefited from the same as they can easily facilitate cross-border payments hence boosting the economic growth of developing economies. Click here to learn more about the best solution for your customers. Today we will take a look at some of the growing trends in the digital payment industry:

Digital Wallets

Digital wallets can add inertia to the payment speed by storing all debit and card information of the consumer on their device. Businesses can benefit massively from adding digital wallets to their payment mode. For starters, it enhances the conversion rate and reduces cart abandonment rates. When customers have to type in credit card numbers manually, this can be highly time-consuming. This isn’t the case with digital wallets as it fosters a fast checkout process resulting in higher sales.

IoT

Tap On Mobile is currently in vogue as a payment mode that is evolving the e-commerce experience. Nothing can match the ease of use when you simply have to tap your card after availing of a product or service. Gone are the days when you had to type in credit card details manually or even remember the passwords of your digital wallets. Businesses also prefer Tap On Mobile given its inherent simplicity. All they have to do is download an app after which an ordinary smartphone can function as a point-of-sale sans any specialized hardware.

Buy Now, Pay Later

This is another popular type of digital payment wherein online shoppers can get an extended time for honoring the payment without having to bear the brunt of interest. This trend is a hit among young shoppers who often buy on a whim but feel relaxed when the payment obligation is delayed considerably. Financially fragile households can also benefit massively from the Buy Now Pay Later scheme as this helps them with their small purchases.

Frictionless Cross-Border Payments

Financial institutions in different countries can easily connect through cross-border payments. A large number of consumers are increasingly looking for cross-border payment options wherein they can transfer funds across international borders on a real-time basis.

Account To Account Payments

Account-to-account payments are massively taking over the payment landscape in 2024. These are real-time electronic fund transfers that take place from one account to another. The best thing about this type of payment is that they can bypass traditional payment rails leading to instant settlement in the recipient’s account. Countries like Thailand and Brazil are global leaders in adopting Account-to-account payment.

‍Digital Invoicing

E-invoicing or digital invoicing is rapidly transforming Business-To-Business and Business-To-Consumer transactions. It banks on invoice automation and intelligent accounting systems alongside electronic signatures. As a result, businesses can digitize their accounts, bills, and receivables management procedures to minimize paperwork and lower the overall cost.

Voice Payments

Modern-day banks, financial companies, and e-commerce stores are trying to bring in greater personalization for their clients. Given the increasing popularity of virtual assistants such as Google Home, Alexa, and Siri among tech-savvy consumers, businesses are trying to offer a similar line of services. They are combining language processing with voice recognition and machine learning algorithms to offer voice-mediated payments alongside an additional authentication layer.

Conclusion

The modern payment landscape offers innovative solutions allowing businesses to optimize their sales. The digital payments market is all set to attain rhetoric heights in years to come and merchants need to adopt modern payment methods if they wish to lure in new customers and retain old ones.

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Innovative Payment Technology Rapidly Adopted By Modern Businesses

In the UK alone, unclaimed work expenses add up to around £140 million annually. This surprising loss stems from lengthy reimbursement processes that companies operating in the British market sometimes follow.

Many employees (around 38%) opt not to claim these expenses at all. Efficiently managing corporate expenses has become essential — for financial oversight and ensuring employee satisfaction. One increasingly popular tool among companies is the expense card, which simplifies expense management and offers a host of benefits.

What Are Business Expense Cards?

Also known as business expense cards or business credit cards, expense cards are issued to employees to cover business-related costs like travel, client entertainment, and office supplies. Un+like traditional reimbursement models, where employees pay out-of-pocket and then file expense reports, business expense cards allow companies to handle payments directly and in real-time.

Business expense cards come in various formats, including physical cards and virtual options, which can be easily used on mobile wallets like Google Pay or Apple Pay. Virtual cards can be quickly issued and access can be managed for multiple employees, offering companies the flexibility to adapt quickly to their teams’ needs.

Advantages of Business Expense Cards

Enhanced Financial Control

Expense cards allow companies to set clear spending limits on each card, helping keep expenditures within budget. With real-time tracking and detailed reporting, financial managers can oversee spending as it happens, making it easier to prevent overspending or unauthorized transactions.

Streamlined Expense Reporting

The traditional reimbursement process can be tedious, requiring employees to submit receipts, fill out forms, and await approval. Business expense cards streamline this by processing transaction details automatically, reducing paperwork and speeding up reimbursements. This approach also lightens the workload for finance teams, who benefit from quicker, more accurate records.

Increased Security

Business expense cards are often equipped with advanced security measures like multi-level authentication, customizable spending limits, and real-time transaction alerts. Integration with mobile wallets adds another layer of security and convenience, helping companies protect funds and ensure that only authorized purchases are made.

Improved Budget Management

Business expense cards provide businesses with real-time spending insights, allowing for better budget control. Companies can analyze spending data to identify trends and adjust budgets accordingly, leading to more strategic planning and effective resource allocation.

Convenience and Flexibility for Employees

For employees, business expense cards eliminate the need to cover work costs with personal funds, which is particularly helpful during travel or when unexpected expenses arise. These cards can be used on a variety of platforms for tasks such as booking travel, dining with clients, or purchasing office supplies.

Expenditure of business tourists worldwide: Source Statista: Business travel spending worldwide 2022 | Statista

Key Features of Modern Expense Card Solutions

Seamless Integration with Financial Systems

Modern business expense cards integrate with existing financial software, providing a unified view of spending without needing to juggle separate systems. This integration streamlines data entry, reduces errors, and simplifies auditing, giving finance teams a more comprehensive overview of expenses.

Real-Time Tracking

Real-time monitoring is crucial for expense management, allowing both employees and financial managers to track spending instantly. This feature provides transparency, ensuring that expenses align with company policies and allowing any discrepancies to be addressed immediately.

Customizable Spending Limits

Companies can tailor spending limits based on individual roles and needs, setting boundaries to ensure that employees can’t exceed designated budgets. This feature maintains financial discipline while offering flexibility for different team members’ spending requirements.

Mobile Access for On-the-Go Management

Business expense cards often support mobile access, allowing employees to use digital wallets like Apple Pay and Google Pay for seamless transactions. Many card solutions also include mobile apps for tracking expenses, capturing digital receipts, and receiving instant alerts, making expense management more efficient.

Detailed Analytics and Reporting

Comprehensive reporting tools provide valuable insights into spending patterns, helping companies make informed financial decisions. Business expense cards allow for customizable reports that focus on specific metrics, such as departmental expenditures or vendor-specific spending.

Conclusion

Business expense cards are transforming business management by enhancing financial oversight, simplifying reporting, strengthening security, and optimizing budget control. As these tools continue to gain popularity, more companies are expected to adopt them, optimizing their expense management processes and supporting both operational transparency and employee satisfaction.

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The Advantages of Business Expense Cards in Contemporary Corporate Management

If you invest in or otherwise use cryptocurrency then you’ll probably need a crypto wallet at some point

A crypto wallet is essential for storing and using your tokens and every investor should get their hands on one. As many industry experts have rightfully pointed out, you should never use crypto exchanges as your defacto storage solution. Instead, you should have a dedicated wallet that only you have the keys to.

In this article, we’ll go through the many things that you need to keep in mind when choosing a crypto wallet:

Reviews and Recommendations

When you’re buying something as important as a crypto wallet, you want to make sure you get the best. That means reading reviews from others who have used these wallets and making your decision based on this. There is no shortage of reviews and you can even filter them by location and features. As Kane Pepi explains, you can seek out the best crypto wallet in the UK if that is where you live. You can also look for the best crypto wallet specifically for Bitcoin, Ether, or any other token you use. By doing this, you’re more likely to get one that meets your exact needs.

Price

While you want to protect your money, you also don’t want to spend it all buying a wallet. That is why you have to consider the price of your potential crypto wallet. Paper wallets, for example, are practically free to set up and use and could be a good option for those on a budget. There are also several free hot wallets you can install on your computer or phone. If you choose a cold wallet, you can expect to spend anything from tens to hundreds of dollars. Ultimately, you have to decide how much money you want to spend on your crypto wallet and have this guide your decision-making.

Security Requirements

The point of a crypto wallet is to not only store your crypto but to keep it safe as well. This is why you have to consider the level of security you want out of your crypto wallet. While a paper wallet is free to get and use, there is the risk of the paper going missing and your funds becoming inaccessible. A hot wallet might be convenient to set up and use but they are more prone to being hacked or exploited by criminals on the internet. A cold wallet might be more expensive to buy and cumbersome to use but it is the safest of all the options. Depending on what level of security you want, any of these might be the right choice.

Token Compatability

The term ‘crypto wallet’ is quite broad and includes storage solutions of all types. But it is worth noting that not every wallet is compatible with every token. Some wallets are built to store Bitcoin and nothing else while some only support Ethereum-based tokens. Before you choose any wallet, look into the types of tokens it supports. If the tokens you plan to use are listed, then it might be a good idea to opt for them. Some crypto users are comfortable having multiple wallets for different tokens and some prefer having one, so decide which applies to you.

Planned Use

While you’ll be storing your tokens in your wallet, you’re probably going to need it to complete certain transactions. For example, you might connect it to a decentralized exchange, asset marketplace, game, and whatnot. Some of these platforms are only compatible with certain types of wallets and some go as far as specifying the wallet providers they will work with. To avoid getting locked out of these activities, you’ll need to look into what wallet types they accept and use this to guide your decision. Alternatively, you can create multiple wallets for different functions.

Conclusion

The crypto wallet you choose can set the tone for the rest of your crypto experience. Before you commit to any wallet, you need to consider certain factors. Think of the types of tokens you plan to hold and what you want to do with them, making sure you choose a wallet that will help with this. You’ll also need to consider the level of security you need and the price you’re willing to pay for this. Finally, look at the reviews from others to make sure you’re buying the best wallet possible.

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5 Things to Consider When Choosing a Crypto Wallet

Luxury fashion brand Mulberry has announced a significant restructuring plan after reporting a 19% drop in group revenues to £56.1 million for the six months ending 28 September.

Newly appointed CEO Andrea Baldo revealed that 85 roles—approximately a quarter of the company’s 350-strong workforce—have been cut as part of efforts to “rebuild the business” amid challenging market conditions.

The job cuts predominantly affect staff at Mulberry’s London design headquarters and some office workers in Somerset. The company cited a “difficult trading environment and uncertain macroeconomic trends” impacting sales, with revenues from its wholesale and franchise business plummeting by 46% to £5.4 million due to reduced orders from partners in Italy and Denmark.

UK revenues also declined by 14% to £31.3 million, attributed to “low consumer confidence“. Pre-tax losses widened to £15.7 million for the period, compared with a £12.8 million loss a year earlier.

Mulberry is among several luxury retailers hit hard by a global decrease in luxury spending. The company’s restructuring comes a month after Mike Ashley’s Frasers Group—holding a 37% stake in Mulberry—abandoned plans for a £111 million takeover bid.

In a statement to shareholders, Baldo acknowledged the significant challenges facing the industry: “There is no question that our industry is facing a period of significant uncertainty, driven by a challenging and volatile macroeconomic environment that is impacting consumer confidence in several markets, particularly in our home country.”

Despite the setbacks, Baldo expressed confidence in the company’s future: “With the teams’ efforts on cost-cutting, a strengthened balance sheet, a renewed brand-first approach and a refreshed business strategy—details of which I’ll share in due course—I am confident we are making the right moves to bring Mulberry back to profitability.”

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Mulberry cuts 85 jobs as sales fall 19% amid global luxury downturn

The Governor of the Bank of England, Andrew Bailey, has cautioned that the recent increase in employers’ National Insurance contributions could create uncertainty over future interest rate cuts.

Addressing MPs on the Treasury Select Committee, Bailey noted that while inflation has been falling faster than anticipated—prompting the Monetary Policy Committee (MPC) to reduce interest rates to 4.75% earlier this month—the hike in employer taxes announced in last month’s Budget represents “one of the biggest uncertainties ahead”.

Bailey explained that if higher employment costs lead to job cuts, it could soften the labour market, necessitating a more gradual approach to lowering interest rates. “There are different ways in which the increase in employers’ National Insurance contributions announced in the Autumn Budget could play out in the economy,” he said. “A gradual approach to removing monetary policy restraint will help us to observe how this plays out, along with other risks to the inflation outlook.”

His comments come amid mounting concern from the business community. Over 70 major retailers—including Tesco, Marks & Spencer, Sainsbury’s, Asda, and Next—have written to Chancellor Rachel Reeves, warning that the “sheer scale” of new costs will make job losses “inevitable”. Economists predict that up to 100,000 jobs could be lost over the next five years due to the increased financial burden on businesses.

Bailey also highlighted that inflation within the UK’s services sector remains excessively high and is “incompatible” with the Bank’s target of bringing overall inflation back to 2%. Official figures due to be released tomorrow are expected to show a rise in the Consumer Price Index (CPI) to 2.1% in October, driven by increasing household energy bills.

Market traders are now adjusting their expectations, with many not anticipating another reduction in interest rates until early next year.

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Bailey warns employer tax hikes may delay interest rate cuts

Trust is an invaluable asset in business. It is the foundation upon which relationships are built, and it significantly influences customers’ decisions about whether or not to engage with your company.

How to build trust signals

Become trusted by Google

The role of the media in gaining third-party trust signals

Be a Thoughtful Leader

Embrace customer and influencer feedback

Manage your online reputation

AI increases the value of human trust signals

Use trust signals to set your brand apart

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Build trust signals for your brand to unlock next-level trust and loyalty 

Gin and tonic has overtaken tea as the nation’s favourite drink, marking a significant shift in British consumer habits.

A recent survey conducted as part of the sixth annual Bacardi Cocktail Trends Report found that 44% of Britons now opt for a G&T when meeting friends, narrowly surpassing the 41% who prefer a traditional cup of tea. The remaining 15% were undecided between the two quintessentially British beverages.

The UK’s gin market continues to flourish, reinforcing its position as the world’s largest. Last year, gin sales reached £750 million, reflecting a sustained enthusiasm for the spirit that dates back to the 17th century. This contrasts sharply with the declining tea market, where sales of everyday black tea brands like PG Tips and Yorkshire Tea fell by 6% in 2022 to £341 million. Research firm Mintel forecasts an additional 8% decline between 2023 and 2028.

The changing tide in beverage preferences is further evidenced by the struggles of Britain’s oldest tea brand, Typhoo Tea, which recently entered administration due to over £70 million in debt and waning demand. Meanwhile, the rise of “cocktail culture” is gaining momentum, especially among younger consumers. Nearly half of Gen Z respondents—those aged 18 to 29—expressed a preference for celebrating special occasions with a cocktail instead of Champagne. Additionally, 35% are more likely to choose a cocktail over beer, and 29% over wine compared to last year.

Davide Zanardo of Bacardi UK & Ireland noted: “The G&T tops our poll for 2025, so perhaps it’s not surprising it’s now rivalling the cup of tea as the country’s national drink.”

This shift presents both challenges and opportunities for businesses in the beverage industry. While traditional tea brands face declining sales, the spirits sector is poised for growth as consumer tastes evolve. The preference for gin and tonic, along with other cocktails like piña coladas and mojitos, signals a changing landscape that companies will need to navigate carefully

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Gin and tonic surpasses tea as Britain’s favourite drink amid shifting consumer preferences

More than 70 of the UK’s largest retailers, including Tesco, Marks & Spencer, Boots, and B&Q, have warned Chancellor Rachel Reeves that her proposed hike in National Insurance will lead to unavoidable staff layoffs and store closures.

In a letter seen by Business Matters, the retailers expressed deep concern over the “sheer scale” of new costs amounting to £7 billion, stemming from changes to employers’ National Insurance contributions, an increased minimum wage, and new levies on packaging.

The letter states: “For any retailer, large or small, it will not be possible to absorb such significant cost increases over such a short timescale. The effect will be to increase inflation, slow pay growth, cause shop closures, and reduce jobs, especially at the entry level. This will impact high streets and customers right across the country. We are already starting to take difficult decisions in our businesses, and this will be true across the whole industry and our supply chain.”

Other signatories include major brands like Amazon, Aldi, Lidl, Morrisons, Greggs, Currys, JD Sports, and Specsavers. They acknowledge the government’s focus on improving the fiscal situation and investing in public services but caution that “the sheer scale of new costs and the speed with which they occur create a cumulative burden that will make job losses inevitable, and higher prices a certainty.”

Offshoring on the rise amid budget pressures

The warnings from retailers coincide with concerns from recruitment experts that tens of thousands of British jobs are at risk of being moved abroad in response to the Budget. James Reed, chief executive of recruitment firm Reed, revealed that employers are considering shifting roles to lower-cost countries like India to cope with increased expenses resulting from the “triple whammy” of higher National Insurance, a minimum wage hike, and the introduction of stronger union and workers’ rights. Government analysis suggests the new workers’ rights will cost companies almost £5 billion a year.

Neil Carberry, chief executive of the Recruitment and Employment Confederation, confirmed similar conversations with business leaders contemplating offshoring jobs post-Budget. “I have talked to many larger firms where the question has been about offshoring,” he said.

Preparations to move jobs overseas add to growing concerns about the Budget’s impact on the economy. While the Chancellor has insisted that growth is the top priority, business leaders and economists warn that the Budget could harm investment, job creation, and wage growth, while fuelling inflation.

The University of Edinburgh has warned staff to expect job cuts as its funding becomes “unsustainable” due to a fall in student numbers and the announced National Insurance increase. Sir Peter Mathieson, the university’s vice-chancellor, informed staff that the institution’s £120 million monthly running costs now exceed its income. “We have concluded that we need to take a series of actions, which will include selective voluntary and, if unavoidable, compulsory redundancies,” he wrote.

Youth unemployment is rising rapidly, with joblessness among 16 to 24-year-olds increasing from 12.1% last year to 14.8% today. Reed expressed concern that offshoring jobs would exacerbate the problem. “Graduate jobs have been hit hard over the last few months, so I’m worried about the opportunities available to young people entering the workplace,” he said.

Professional services roles in accounting, finance, recruitment, HR, and other office-based positions are most likely to be affected by offshoring. Reed noted that firms can “recalibrate where they operate pretty quickly” due to digital connectivity, making it easier to move jobs abroad almost as fast as moving money.

A government spokesperson defended the Budget measures, stating: “With our public services crumbling and an inherited £22 billion fiscal black hole from the previous government, we had to make difficult choices to fix the foundations of the country and restore desperately needed economic stability to allow businesses to thrive. By doing this, more than half of employers will either see a cut or no change in their National Insurance bills. There will be £22.6 billion more for the NHS, and workers’ payslips will be protected from higher tax. This government is committed to delivering economic growth by boosting investment and rebuilding Britain.”

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Retailers warn of inevitable job losses amid £7bn budget hit

France has launched a significant advertising campaign in the UK to attract businesses disillusioned by recent tax changes introduced in the UK’s Budget.

The “Choose France” initiative has appeared in major UK newspapers, including full-page adverts in The Times and the FT, shortly after Labour’s Budget announcement at the end of October.

One such advert featured Roxanne Varza, director of Station F—the world’s largest start-up campus located in Paris—set against the backdrop of the French tricolour with the slogan: “Make It Iconic. Choose France.” Another advert showcased Professor Fabrice Barlesi, a leading specialist in lung cancer research. These adverts aim to position France as an attractive destination for investment, innovation, and business growth.

Andrew Griffith, the Shadow Technology Secretary, commented on the campaign, saying: “It’s a sorry state of affairs if British companies are considering fleeing to France, which has historically hardly been a beacon of agile capitalism. The recent Budget created a challenging tax environment for businesses, and perhaps some are now looking at the new opportunities that France’s government is offering.”

The “Choose France” campaign was initially launched by President Emmanuel Macron’s government a year ago to encourage global investors, businesses, and individuals to relocate to France. Featuring iconic French landmarks such as the Eiffel Tower and Mont Saint-Michel, the campaign aims to enhance France’s international appeal and attract foreign investment.

Originally targeted at countries like Germany, Canada, India, the US, and the United Arab Emirates, the campaign has expanded to the UK following reactions to the UK’s recent Budget, which included tax increases amounting to £40 billion. The French Embassy stated that the campaign’s rollout to the UK is part of a planned international expansion and is “totally unrelated to those countries’ domestic policy agendas.”

Richard Exon, founder of advertising agency Joint, remarked: “These adverts serve as a timely reminder that international competition for business investment is intensifying. It’s crucial for the UK to reinforce its position to compete effectively on the global stage.”

Greg Silverman, Global Director of Brand Economics at Interbrand, added: “Country branding initiatives like ‘Choose France’ are becoming increasingly important. As globalisation faces new challenges, nations are keen to promote themselves as prime destinations for business and investment.”

This is not the first instance of countries seeking to capitalise on UK political developments. In 2016, Germany’s Free Democratic Party launched a campaign urging British start-ups to consider Berlin following the Brexit referendum.

The “Choose France” campaign includes billboard advertisements in key global locations such as airports and business districts, as well as a strong online presence. It also features prominently at international trade fairs and culminates in the annual “Choose France” summit held at the Palace of Versailles.

This year’s summit saw France attract a record €15 billion (£12.6 billion) in investment commitments, including a €4 billion pledge from Microsoft to expand its artificial intelligence and cloud infrastructure in the country.

A spokesperson for the French Embassy commented: “The ‘Make It Iconic. Choose France’ campaign seeks to promote France’s attractiveness internationally. Featuring high-profile figures from various fields, it embodies the boldness that makes France unique. The campaign began in October 2023 and is expanding to new countries, including the United Kingdom.”

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France targets UK businesses with ‘Choose France’ campaign amid tax concerns