LSN : News : Stat: British Gen Z’s interest in sober socialising is growing

Swarovski unveils AI-powered smart binoculars at CES 2024

Swarovski Optik by Marc Newson

Global – Swarovski’s sports optics division has introduced the AX Visio binoculars at the Consumer Electronics Show. Designed by Marc Newson, the ground-breaking binoculars allow real-time identification of bird and animal species thanks to AI integration.

Primarily aimed at birdwatchers, the AX Visio binoculars can recognise about 9,000 species of birds and wildlife thanks to an augmented reality display overlaying information onto the user’s field of view, eliminating the need to consult books or devices. To initiate species identification, users simply activate the bird or mammal identification mode with a digital camera-like dial and press a button. The binoculars also include a camera for capturing photos and videos, and a ‘share discoveries’ mode for marking points of interest. Even without their digital features, the AX Visio function as analogue binoculars, designed for repairability and longevity. Swarovski Optik encourages external developers to enhance the binoculars through an open programming interface.

The AX Visio binoculars are designed to combine cutting-edge technology with a love for nature observation. The product also showcases AI’s more playful potential, a topic we explore in AI Optimism Market.

Strategic opportunity

The success of tech products doesn’t depend solely on practical solutions. Rather, tech should move beyond the analytical and instead consider how to serve consumers’ emotional needs. Can you integrate AI into your product or service to increase its pleasure component?

Rethinking mattress design for eco-conscious sleepers

Layer and Mazzu, UK

UK – British design studio Layer has collaborated with Chinese start-up Mazzu to introduce the Mazzu Open mattress, a revolutionary step towards sustainable and personalised sleep solutions.

This modular, foamless mattress is crafted from individually wrapped pocket springs, combining traditional comfort with adaptability and eco-friendliness. The components of the mattress are all either recyclable or biodegradable, ensuring a reduced ecological footprint. The open modular design is not only more practical to transport, it also allows users to clean each element for enhanced hygiene. The springs were imagined as pixels, letting users choose firmness levels and create a personalised support pattern. The modular approach extends to the mattress size, providing flexibility for users to add spring modules or alter the base and topper. The packaging, designed by Layer, is re-usable and efficiently divides the mattress into smaller components for eco-conscious transport.

Head to our Material Matters 2023: Designing Tomorrow’s Narratives report to read about emerging materials building a more sustainable future.

Strategic opportunity

Take inspiration from the Mazzu Open mattress’s modular design that enables users to customise the product without sacrificing sustainability. Provide a more personalised and engaging customer experience in tune with consumers’ interest in conscious consumption

Nivea-Kao rolls out sweat-care for the neck in Japan

Squalane + Copper Peptide Rapid Plumping Serum by Biossance, US

Japan – Nivea-Kao’s 8x4 brand is addressing the overlooked concern of neck sweat with the launch of a functional sweat-care product specifically targeting the neck area.

The innovative Aroma Switch Cooling Neck Gel aims to relieve the feeling of ‘sticky neck’ burdening consumers with long hair in hot and humid climates. Thanks to functional ingredients, the product delivers a fresh scent when the wearer begins to sweat. Coming in a soft gel consistency, the product creates a dry veil on the skin that prevents hair from sticking to the neck thanks to a scented sweat-absorbing powder.

The launch was informed by a survey conducted by Nivea-Kao, which revealed that consumers seek to prevent sweat in armpits, but also on the neck and legs. While deodorants or other sweat-care cosmetics are widely available for armpits, legs and feet, the brand deplored the lack of neck-specific products and decided to fill the gap – an emerging segment of the beauty sector to watch.

Strategic opportunity

While many brands in the beauty arena are turning to cost-efficient, all-in-one formulas, make sure you are not overlooking specific skin or hair concerns on which consumers are willing to splurge

Stat: British Gen Z’s interest in sober socialising is growing

Sippers, UK

UK – In a notable shift from traditional socialising, Mintel’s latest research released in January 2024 reveals that nearly the same amount of British Gen Z aged 18–25 choose going out for a drink, online gaming and visiting cafés as their favourite places for socialising with friends.

While bars and restaurants still rank highly, the trend suggests a departure from conventional social scenes. This deviation extends to alcohol consumption, with Gen Z significantly reducing their focus on drinking. British consumers aged 20–24 are almost half as likely to prioritise spending on alcoholic drinks for the home as those aged over 75. The findings align with the emergence of the sober-curious generation, with 40% of Gen Z limiting their alcohol intake in 2023.

Gen Z’s moderation is driven by a blend of mindful choices and pragmatic considerations. Concerns about the emotional impact of alcohol, a desire for mindful drinking, nutritional factors and cost-effectiveness are contributing to this trend. As explored in our analysis of Sober Bars, sobriety has become synonymous with mindful and cost-effective choices, reflecting a broader shift in lifestyle preferences among Gen Z consumers.

Strategic opportunity

As Gen Z consumers seek more sober venues for socialising, think about how you can recreate the atmosphere and mood of a place designed for drinking without the need for alcohol