News 04.09.2024

Need to Know

A taster of our new Game-Changers: The Future of Sports Fandom macrotrend report, Canyon Ranch’s longevity clinic and why demand for blue-collar roles is surging in the US.

Game-Changers: How the Middle East and Asia are reshaping global sports fandom

‘What if you can?’ by Wieden+Kennedy Amsterdam for Nike aims to inspire girls in Saudi Arabia to discover their potential
‘What if you can?’ by Wieden+Kennedy Amsterdam for Nike aims to inspire girls in Saudi Arabia to discover their potential

Global – The global sports landscape is undergoing a significant shift as new epicentres emerge in regions like the Middle East and Asia, challenging the traditional dominance of Western countries. This transformation is being driven by strategic government initiatives and a growing focus on personal fitness, with countries like Saudi Arabia, Qatar and The Philippines at the forefront.

In Saudi Arabia, the government has set an ambitious goal to increase the proportion of citizens exercising at least once a week to 40% by 2030. The Ministry of Sports is spearheading efforts to make this a reality through various initiatives, including cash prizes, incubation programmes and social media campaigns that encourage participation in community sports and marathons. This is part of a broader vision to integrate fitness into the everyday lives of Saudis, fostering a more active and health-conscious population.

Simultaneously, in The Philippines, Manila set a new record in 2023 for the highest single-game attendance at the FIBA Basketball World Cup, surpassing a record that had stood since 1994 in Canada. South Korea is also embracing new sports fervour, with the country’s first Major League Baseball game in Seoul selling out within an hour in March 2024.

Join us online on 10 September 2024 from 2:00pm to 3:00pm BST for our Game-Changers: The Future of Sports Fandom members-only online event. RSVP now.

Not a member yet, but want access? Reach out to us now at [email protected].

Aesop designs new store in Barcelona with creative anastylosis

Aesop Barcelona. Design by Mesura, Spain Aesop Barcelona. Design by Mesura, Spain
Aesop Barcelona. Design by Mesura, Spain Aesop Barcelona. Design by Mesura, Spain

Spain – Aesop’s new store on Avinguda Diagonal in Barcelona, imagined by Spanish creative studio Mesura, showcases an innovative design approach called creative anastylosis. This concept, developed during the store’s creation, involves repurposing discarded materials rather than constructing something entirely new.

Drawing inspiration from the architectural conservation method of anastylosis, where ancient monuments are meticulously re-assembled, the designers flipped the process – starting with salvaged stone fragments and envisaging how they could be transformed.

Collaborating with the Barbany family, renowned local stonemasons with more than 130 years of experience, the team sourced Montjuïc stone remnants from demolished 19th-century buildings. These remnants, discovered in a disused quarry, included pieces from Barcelona’s Gothic Quarter, ancient fountains and arcades. Seventy-eight carefully catalogued fragments now form the core of Aesop’s striking interior. 

The store’s design juxtaposes the warmth of creamy Montjuïc stone with the cool precision of stainless steel fixtures. Customers are invited to explore Aesop’s unique formulations at basins carved from these historic stones and to relax on a custom-made sofa that embodies the harmonious blend of past and future.

In our World Retail Congress: Let’s Get Hyperphysical report we examined how brands are tapping into hyper-locality to create destination-worthy stores.

Strategic opportunity

Partner with skilled local craftsmen and artisans to tap into traditional knowledge and techniques. This can enhance the authenticity of your products or spaces and strengthen ties with your store’s community

Canyon Ranch launches wellness programme to live younger for longer

US – Canyon Ranch has launched Longevity8, a pioneering wellness programme designed to help individuals live healthier, longer lives. Making its debut at the Tucson resort in Arizona from 10 to 14 November 2024, this four-day immersive experience will integrate Canyon Ranch’s facilities expertise with cutting-edge technology. Participants will undergo 15 diagnostic tests that assess more than 200 biomarkers, including genetic testing and cancer screening.

‘Longevity8 thoroughly and thoughtfully provides the roadmap for the entire journey to live younger longer,’ said Canyon Ranch CEO Mark Rivers in a statement. The programme is built on eight key principles, including integrative medicine, nutrition, sleep and mental health, and involves 18 one-to-one consultations with board-certified experts.

The service is priced at £15,275 ($20,000, €18,116) per person, with follow-up consultations for six months post-retreat. Rivers highlighted the programme’s relevance for Generation X, emphasising that lifestyle choices, rather than genetics alone, play a critical role in extending lifespan and improving health span.

We forecast the rise of such longevity clinics in our Longevity Lifestyles macrotrend report. 

AI imagery by The Future Laboratory, UK

Strategic opportunity

Targeting a broader market segment, consider how to create more accessible versions of high-end longevity programmes, offering scalable services such as online diagnostics, virtual consultations or community-based wellness centres

Stat: Demand for blue-collar roles surges in US amid layoffs in white-collar sector

Photography by Tiger Lily
Photography by Tiger Lily

US – Economic and technological changes are driving a resurgence in demand for blue-collar jobs, according to research in the US. A recent report by Resume Coach highlights the growing importance of these roles, and predicts 1.7m new blue-collar jobs in the US by 2032, accounting for over a third (35%) of the fastest-growing job sectors.

As industries face upheaval due to AI and automation, blue-collar work offers rare stability. Union worker salaries have risen by 6.3% in the past year, underlining the financial benefits of these roles. By contrast, in white-collar sectors like technology there were nearly 300,000 layoffs from 2023 to early 2024 due to automation-driven changes.

The resilience of blue-collar jobs lies in their essential nature – roles such as electricians, plumbers and construction workers remain critical to infrastructure and daily life. These positions, requiring highly skilled manual labour, are not easily replaced by AI, ensuring job security for the foreseeable future.

In an era when automation threatens many traditional jobs, blue-collar work stands out as a stable and financially rewarding career path, proving its enduring value in a rapidly changing world. This is particularly relevant for younger generations, including Gen Z, who are increasingly questioning the cost of higher education and looking towards more vocational careers.

Strategic opportunity

As demand for blue-collar jobs increases, consider how you can help debunk myths and negative connotations for vocational programmes by partnering with educational institutions offering these courses

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