Need to Know

UK – Herbal liqueur producer Jägermeister called upon Mother Design for an identity refresh. The brief? Breathe some modernity into the brand’s 90 years of history, revisiting the heritage for a new generation of drinkers.

Like most spirits brands, Jägermeister is seeking to court the sober-curious Gen Z. Rather than tapping into the zeitgeist or entirely re-imagining the brand identity, the modernised Jägermeister brand strongly leans on legacy, with new elements tailored to the local energy of each region.

The creative concept took the iconic Jägermeister bottle as a starting point to inspire new assets. From the distinctive earthy palette to rounded motifs and edges, the visual language is a nod to the brand’s history, making it exciting and relevant to Gen Z. Mother has also developed a suite of flexible design elements that can be used by the Jägermeister teams to generate assets based on ever-evolving marketing needs. Such flexibility is key at times when Gen Z’s moderate drinking habits are pushing spirits producers to be Elastic Brands.

San Francisco – Strava, the global community for active individuals boasting over 120m athletes, has unveiled its Year In Sport: The Trend Report, which sheds light on exercise trends across generations. The study not only highlights variations in behaviours and habits among generations, but also delves into what motivates, hinders and interests individuals in staying active.

Strava’s comprehensive survey involved 6,990 active participants from its extensive community and a random sample of active individuals, both on and off the platform. Surprisingly, across generations, the primary reason for exercising with others is social connection. More than 50% of Strava users find motivation in friends or family who also exercise. Remarkably, 77% of Gen Z athletes feel a stronger connection with others when they view friends’ or family members’ activities on Strava. Conversely, celebrities and influencers rank low as motivators, even among Gen Z and Millennials.

Gen Z stand out as the most socially inclined, being 29% more likely than Millennials to work out with others. As revealed in Mass Movement, young adults are increasingly seeking human connection through in-person gatherings. Their motivation leans towards athletic performance rather than health, setting them apart from their Gen X and Millennial counterparts.

Notably, climate change has had an impact on exercise routines, with 75% reporting that extreme heat affected their exercise plans in 2023, while 27% were influenced by poor air quality.