News 08.09.2022

Need to Know

Woolmark exposes the link between clothing and crude oil, a shoppable interior design game, and Gen Z creators are in the minority.

Woolmark shows the fashion industry’s crude oil problem

Wear Wool, Not Fossil Fuel by The Woolmark Co, Australia

Sydney, Australia – Cheap clothing and crude oil are more closely related than many consumers may realise. Now, merino wool company Woolmark is exposing the fashion industry’s reliance on unclean energy with the Wear Wool, Not Fossil Fuel campaign.

Based on data that claims that an Olympic pool’s size worth of crude oil is created every 25 minutes to make synthetic garments, the advertisement depicts three people attempting to escape a pool of black crude oil. ‘Did you know that about 70% of all clothes today are made from synthetics? That’s another word for oil. We’re literally wearing oil,’ say Sil van der Woerd and Jorik Dozy, directors of Studio Birthplace, one of the creative studios behind the film.

By choosing natural fabrics instead of clothing made from synthetics, consumers can reduce the fashion industry’s impact on the planet and promote sustainability in the sector.

Strategic opportunity

How can fashion companies reduce their reliance on synthetic materials by embracing upcycling and using deadstock fabrics?

The tennis ball basket receives a luxury redesign

Trophy by Frederik Gustav for Palmes, Denmark Trophy by Frederik Gustav for Palmes, Denmark
Trophy by Frederik Gustav for Palmes, Denmark Trophy by Frederik Gustav for Palmes, Denmark

Copenhagen – The humble tennis ball basket has been given an elevated redesign, courtesy of Copenhagen label Palmes and design duo Frederik Gustav. The stained oak design transforms the often-overlooked item from a simple tool to something almost architectural: ‘a sculpture infused by inherent function’, says Palmes.

The limited-edition design takes something that is usually taken for granted, although it is an essential piece of training equipment for tennis players practising shots hour after hour, and elevates it to a luxury item. It’s about acknowledging the hours that go into improving and the dedication it takes to win; hence, the basket’s name, Trophy.

As Palmes describes it, the piece is designed to be: ‘a poetic companion that is with us throughout the endless hours, hours and hours that we find ourselves grinding away, forehand to backhand and backhand to forehand, on the tennis court’.

As we explored in Sportive Affluents, brands are infusing familiar sporting pursuits with a luxury edge, helping to revive previously stuffy categories and attracting attention from a new generation of affluent consumers.

Strategic opportunity

Work with designers to re-invent ordinary pieces of sporting equipment and beyond, elevating them to a new luxury status and capturing the imagination of young sportive affluents

Playhouse gamifies interior design

US – While interior design games that let players experiment with décor are not new, Playhouse is a mobile game that enables players to collaborate with actual furniture brands to produce a shoppable experience.

The game allows players to decorate virtual spaces with real products from companies such as Arhaus, Article, 1stDibs, Chairish and One Kings Lane. What’s more, users can move, rotate and resize objects to gain a better idea of how they might look in real life, making the game a great way to encounter new products. Playhouse players can also submit their designs for review to score more points and allow them to purchase more items.

By creating a lifestyle game that taps into the Avant Abodes trend, Playhouse developer Robin Games is creating a discovery tool for consumers to experience new products.

Playhouse by Robin Games, US

Strategic opportunity

How can you tap into the rise of casual mobile gaming to create opportunities for product discovery and customer engagement?

Stat: Gen Z account for only a small percentage of creators

Social Tourist by Charli and Dixie D’Amelio for Hollister, US
Social Tourist by Charli and Dixie D’Amelio for Hollister, US

Despite the widespread perception of the creator economy as a youth-focused industry, new research shows that Millennials still dominate the space, with the average creator aged 40, while Gen Z account for just 14% of creators. The study by Adobe, Creators in the Creative Economy, finds that 42% of creators are Millennials, with a slight majority of these (52%) male. The study does not include creators under the age of 16, precluding a sizeable number of pre-teen creators online.

The report defines a creator as someone who makes creative work to share online at least once a month in the hope of increasing their social media presence. This differentiates creators from influencers, who are defined as having more than 5,000 followers and are able to make money from their content. Influencers account for only 14% of creators.

While an endless stream of TikTok trends give the impression that younger users are the driving force in this field, it’s Millennials that form the backbone of the Creator Economy, having been the first generation to monetise social media content and adopt the creator lifestyle.

Strategic opportunity

While younger users are an important group in the creator economy, don’t forget that Millennials still make up the majority of creators and influencers

Previous News Articles
Arabian Travel Market 2025: AI and accessible tourism

News

Arabian Travel Market 2025: AI and accessible tourism

LS:N Global reviews the most innovative discussions, impactful presentations and new product showcases seen at The Arabian Travel Market 2025 ...
Travel : Travel & Hospitality : Global Events
Stat: Consumers are willing to pay more for brands they trust

News

Stat: Consumers are willing to pay more for brands they trust

More than two-thirds of consumers in the US, the UK and Australia are willing to pay an average of 25% more for their favourite brands, according t...
Retail : Advertising And Branding : Value
Heineken launches innovation studio to supercharge social drinking

News

Heineken launches innovation studio to supercharge social drinking

Brewing company Heineken has launched Heineken Studio, a new experimental platform designed to redefine the social drinking experience.
Hospitality : Food And Drink : Beer
BritBox reveals 14-hour one-shot film tribute to British tv

News

BritBox reveals 14-hour one-shot film tribute to British tv

In a bold stand against CGI and AI imagery, BritBox’s latest campaign See It Differently brings back the magic of real-time filmmaking.
Britbox : Storytelling : Interactive Storytelling
Stat: Construction workers outpace financiers in crypto ownership 

News

Stat: Construction workers outpace financiers in crypto ownership 

Cryptocurrency is gaining surprising traction in sectors beyond Silicon Valley and Wall Street. According to the 2025 State of Crypto Holders Repor...
Stat : Stats : Cryptocurrency
Owen Nowhere brings kids’ tv to the blockchain

News

Owen Nowhere brings kids’ tv to the blockchain

We Ghosted Media has announced Owen Nowhere, a new animated kids’ series that bypasses tv and streaming in favour of a decentralised platform built...
Cryptocurrency : Cryptic Currencies : Cryptic Consumers
Jameel Motorsport turns Fortnite into environmental wake-up call

News

Jameel Motorsport turns Fortnite into environmental wake-up call

Jameel Motorsport and Serviceplan Arabia have launched The Treeless Map, a Fortnite experience designed to raise environmental awareness by removin...
Gaming : Sustainability : Technology
Foresight Friday: Seyi Oduwole, foresight analyst

News

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Od...
Japan : Travel : Travel And Hospitality
Stat: Personalisation, pop-culture and social media are reshaping travel

News

Stat: Personalisation, pop-culture and social media are reshaping travel

Personalised recommendations and digital inspiration are reshaping travel, according to Data Axle’s 2025 survey of 1,000 US consumers. As the sprin...
Travel & Hospitality : Stats : Stat
Kia Europe turns road trips into sound journeys for visually impaired people

News

Kia Europe turns road trips into sound journeys for visually impaired people

Automobile manufacturer, Kia Europe and creative agency Innocean Berlin have launched Soundscapes, a creative experiment that transforms the tradit...
Soundscapes : Mobility : Pimp My Ride
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN