News 14.02.2024

Need to Know

Introducing the New Codes of Luxury, Tinder's subversive Valentine's Day activation and what makes Gen Z anxious on dating apps.

Discover LS:N Global’s latest macrotrend, Luxury States: New Codes of Luxury 2024–2025

New Frontiers by Neiman Marcus. Photography by Arnaud Lajeunie, US New Frontiers by Neiman Marcus. Photography by Arnaud Lajeunie, US

Global – In the face of economic turmoil, the luxury sector has proved its resilience and socio-economic cachet, boasting double-digit growth and record-breaking valuations. But the sector cannot rest on its laurels.

In our new macrotrend report, we introduce the Five Luxury States. As part of The Future Laboratory’s proprietary strategic framework examining people’s emotional and psychological journeys through the luxury sector, we take a peek into the future of luxury consumption and the challenges ahead for industry insiders.

The Five States (Acquisition, Discernment, Emotion, Responsibility and Elevation) are the key drivers that the luxury industry should take into account when planning new strategies to reach Gen Z consumers, setting more ambitious environmental, social and governance goals or investing in culture to remain relevant.

In the full report, you will find best-in-class case studies, key innovators, market statistics, future scenarios and strategic implications you can apply to your business.

Members of LS:N Global can access the full report and our strategic worksheets here.

Find out more

How is your brand adapting to the new luxury codes? Get in touch now to book our renowned strategists to deliver a high-impact sprint service specific to you and your team

19 Crimes introduces throuple-themed wine for Valentine's Day

19 Crimes Limited Edition Valentine's Bottle, UK 19 Crimes Limited Edition Valentine's Bottle, UK
19 Crimes Limited Edition Valentine's Bottle, UK 19 Crimes Limited Edition Valentine's Bottle, UK

UK – Australian wine label 19 Crimes is courting the Valentine's Day crowd with the release of a new bottle size tailored for unconventional love dynamics. Embracing the concept of throuples, the company aims to challenge traditional notions of romance typically centred around pairs by creating a throuple-sized bottle.

Inspired by insights revealing shifting perspectives on monogamy among younger generations, 19 Crimes' innovative bottle design acknowledges the growing acceptance of polyamorous relationships. Its own research indicates that one in five Gen Z and Millennials view monogamy as outdated, while two in five expressed an openness to alternative relationship structures.

The throuple bottle, boasting a capacity of 1,125ml, fills the gap between standard and magnum-sized bottles. Crafted to ensure equitable enjoyment among three individuals, each receiving three 125ml glasses, this fruity prototype is a thoughtful gesture toward inclusivity in celebrating love in non-traditional arrangements – a topic we explore further in Modern Marriage.

Strategic opportunity

Brands must recognise that young people’s concept of romance and relationships hinges on diversity and non-traditionality. Consider revamping your marketing and comms to better align with these shifting values to stay relevant in the minds of young consumers

Tinder covers up regrettable tattoos this Valentine’s Day

US - This Valentine’s Day, dating app Tinder is offering free tattoo cover-ups for people with regrettable tattoos from their previous relationships, such as an ex’s name or portrait.

Until 16 February 2024, those with ‘ex-inspired ink’ can apply for a free cover-up at a parlour in New York, Miami, Los Angeles or Austin by applying with an explanation of why they regret the tattoo and what they would get it covered up with.

The Ink Twice campaign follows Tinder’s survey of single adults with tattoos in early 2024, which found that 52% with ex-inspired ink said they would like a cover-up and just under half (43%) of respondents said dating someone with a tattoo from a past relationship would be a ‘dealbreaker’.

In 2023, we published a report looking at how Subversive Sustainability Advertisements were using humour to cut through consumers' eco-fatigue and scepticism. Now, brands are applying this strategy to creative campaigns too. Rather than lean into gimmicky romantic content, Tinder’s Ink Twice campaign appeals to those with an appetite for humour and absurdity.

Ink Twice by Tinder, US

Strategic opportunity

When it comes to targeting Gen Z, reject the conventional and create a standout brand identity by leaning into the unserious and memeified content and tone of voice rife on social media

Stat: Hinge reveals what makes Gen Z anxious on dating apps

Hinge, US Hinge, US

US – Using its extensive global user base, dating app Hinge polled more than 15,000 people for its DATE (Data, Advice, Trends and Expertise) report, unpacking insights on Gen Z dating trends.

Conducted by Hinge’s team of PhD researchers and behavioural science experts, the study explored youth’s shifting dating criteria and concerns. While Gen Z come across as a confident group when it comes to dating, a whopping 95% confessed to fearing rejection. In addition, Gen Z singles are 25% more likely to say that the pandemic made them less confident on a first date than their Millennial counterparts.

The report also emphasised the growing importance of digital body language (DBL), the 'non-verbal sub-text of digital interactions such as emojis, punctuation, message length and response time'. A majority (77%) of Hinge daters think DBL reveals a lot about someone’s intentions, and 56% admit they’ve over-analysed someone’s digital behaviour.

In Five Apps Introducing the Next Generation of Dating, LS:N Global explores how dating apps are looking beyond the swipe, evolving to align more closely with Gen Z’s relationship priorities and digital behaviours.

Strategic opportunity

Understanding Gen Z’s digital personas and etiquette is key for businesses hoping to court this generation. Examine your brand’s DBL and evaluate whether how it is perceived matches your brand identity

Previous News Articles
Burberry revives archival outerwear for National Geographic documentary

News

Burberry revives archival outerwear for National Geographic documentary

Burberry’s latest archival display at its London Regent Street store celebrates Sir Ernest Shackleton’s legendary 1914 Antarctic expedition.
Luxury : Pop-culture & Media : Fashion
Gob launches mycelium-based earplugs

News

Gob launches mycelium-based earplugs

Gob is revolutionising the earplug market with a mycelium-based alternative that promises to eliminate the environmental impact of traditional disp...
Sustainability : Health & Wellness : Design
Brenda Lee’s holiday classic enters the AI era with Spanish re-release

News

Brenda Lee’s holiday classic enters the AI era with Spanish re-release

Brenda Lee’s iconic holiday song, Rockin’ Around the Christmas Tree, has been re-imagined as Noche Buena y Navidad in a Spanish-language release po...
Technology : Pop-culture & Media : Society
Stat: US Gen Z are the most likely to hide their voting choices

News

Stat: US Gen Z are the most likely to hide their voting choices

An October 2024 Axios Vibes survey by The Harris Poll reveals that nearly half of Gen Z voters (48%) in the US have lied about their voting prefere...
Society : Youth : Politics
Camdom is the world’s first digital condom for safer intimacy

News

Camdom is the world’s first digital condom for safer intimacy

This Sexual Health Awareness Month, condom brand Billy Boy and creative agency Innocean Berlin unveiled Camdom, an app that acts as a digital condo...
Health & Wellness : Technology : Pop-culture & Media
Resting Reef memorialises pets as eco-friendly marine reefs

News

Resting Reef memorialises pets as eco-friendly marine reefs

Eco-friendly funeral company Resting Reef has launched a pet memorial service that blends pet ashes with crushed shells to create eco-friendly unde...
Design : Health & Wellness : Sustainability
Netflix new unveils Moments feature to save and share scenes

News

Netflix new unveils Moments feature to save and share scenes

Netflix has launched a new feature called Moments, allowing subscribers to bookmark, save and share their favourite scenes from shows and movies.
Technology : Pop-culture & Media : Society
Stat: Mars’ study reveals strong pet devotion

News

Stat: Mars’ study reveals strong pet devotion

Mars has unveiled ‘the largest global pet parent study to date’ of more than 20,000 pet owners across 20 countries.
Pets : Society : Retail
Samsonite’s new durable suitcase can survive travelling to the edge of space

News

Samsonite’s new durable suitcase can survive travelling to the edge of space

Samsonite has unveiled its latest innovation, the Proxis Space collection, setting new standards in travel gear with sustainability and advanced te...
Luxury : Travel & Hospitality : Design
The Saudi Investment Bank celebrates national identity with bespoke typeface

News

The Saudi Investment Bank celebrates national identity with bespoke typeface

The Saudi Investment Bank and creative agency Impact BBDO have launched I am Saudi, a campaign celebrating national heritage with a bespoke typeface.
Design : Advertising & Branding : Finance
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