LSN : News : Thought-starter: Will age be the next frontier for inclusivity?

Seedlip launches sister brand of non-alcoholic aperitifs

Æcorn Aperitifs

UK – Æcorn Aperitifs is a new range of non-alcoholic aperitifs created to be paired with food and stimulate the appetite.

Designed to be served as a spritz or within a variety of no-or low-alcohol cocktails, the range launches with three varietals: Dry, Bitter and Aromatic. Each is made from Pinot Noir, Meunier and Chardonnay grapes grown in England, which are pressed early and blended with herbs, roots and bitter botanicals.

‘We are thrilled to be following in Seedlip’s footsteps and breaking new ground in the category they created,’ says Claire Warner, managing director of Æcorn Aperitifs. ‘Since Seedlip’s launch, the world of non-alcoholic has shown itself to be dynamic and exciting, and we hope that the introduction of Æcorn Aperitifs will now give everyone who is not drinking, a seat at the table.’

For more on how innovators are rethinking the non-alcoholic category, read our Evening Waters microtrend.

Future You is a tech-enabled fashion store of tomorrow

SELECTED, China

Beijing – Dalziel & Pow has created an elevated retail experience merging tech and transparency for fashion brand SELECTED.

The Future You store seamlessly integrates technology into brick-and-mortar retail, with projections, kinetic signage and a live social media feed behind the cash register. Its changing rooms are kitted out with magic mirrors, which allow customers to swipe through products as they would a dating app, and share their outfits with friends via WeChat.

Adding an element of transparency to apparel shopping, clothing rails in the store feature pocket-sized screens called ‘debriefs’ that display product information, educating customers on the origins the garment, its materials and how to style it. The Future You concept is set to be rolled out across all of the Danish apparel brand’s Beijing stores.

In order to evolve, physical stores must embrace technologies that have helped their online counterparts succeed. For more, read our macrotrend Storefront Salvation.

A beer-wine hybrid crafted for curious drinkers

Vermont – Magic Hat Brewing Company has created Duvine, pushing the boundaries of what is typically considered beer.

The drink is comprised of 51% beer and 49% wine, and is available in both white and red varieties. To create Duvine, the brewers add grape must – the juice and skins of the grape – to the wheat beer base, co-fermenting and resulting in a 7% ABV blend. According to Magic Hat, the drink is refreshing like a beer, but complex and aromatic like wine.

With more American consumers drinking wine – according to Gallup, more than a quarter of drinkers listed wine as their preferred beverage in 2018 – Magic Hat is diversifying to capture the attention of younger consumers. ‘They are into exploration, they want to be surprised, they’re willing to try everything,’ says Mark Hegedus, the brand’s general manager.

Magic Hat joins a number of alcohol brands experimenting with tipples that transcend categories, creating a new breed of Post-category Spirits.

Duvine by Magic Hat

Three brings hyper-connectivity to rural Arranmore

The Island, Three Business

Ireland – The mobile network has partnered with the remote island of Arranmore to transform its residents' lifestyles through better connectivity.

Until now, Arranmore’s lack of connectivity has restricted societal and economic growth. The partnership with Three will help its community of 469 people to create new business and employment opportunities. The initiative is also part of the island’s efforts to encourage its diaspora to consider returning home.

Building on Arranmore Business Council’s work to establish Ireland’s first offshore digital hub, and facilitate an effective remote working environment, Three has provided fast connectivity and bandwidth, as well as fitting-out the interior of the hub and installing new hardware. ‘We believe this partnership will go a long way in helping to future-proof Arranmore and will make the island sustainable for the next generation,’ says Seamus Bonner, a representative of Arranmore Business Council.

To discover more ways the internet is empowering rural communities, read our debrief of the fifth annual IAM Weekend

Stat: Google is a leader in food waste solutions

Google is setting an example for how companies can avoid food waste in the workplace. As part of its mission to become a leader in sustainability, the company calculates that it has avoided more than 6 million pounds of food going into landfills or compost.

In 2014, Google teamed up with Leanpath – which provides equipment to measure and track food waste – to ensure the 200,000 meals it serves in its office cafes every day are made with minimal wastage. Using this data, Google has been able to adjust its food quantities and repurpose ingredients effectively, for example turning leftover risotto into arancini balls.

As threatened supply chains and shortened food miles bring us closer to a future of Uprooted Diets, brands must consider how they can implement tools and technology to help solve our food waste epidemic.

Thought-starter: Will age be the next frontier for inclusivity?

It's time for brands to get informed of the nuances of ageing, writes Sarah Douglas, director of The Liminal Space.

When the #MeToo movement gained online traction in late 2017, the impact it would have on consumers and brands alike could never have been predicted. Less than two years on, companies like Nike, Dove and Gillette have all committed to addressing sexism and gender equality in their advertising, while the Black Lives Matter campaign has similarly sparked its own moment of corporate enlightenment. But when it comes to diversity, what is the next frontier for brands?

From our research: ageism. We expect both consumers and brands to rethink assumptions around ageing. There is no single way in which we age and as with other diverse communities such as gender, race and sexual identity, brands will have to face up to the reality that one size does not fit all.

As our Unclaimed exhibition at the Barbican in London reveals, at the heart of our longevity lies deep inequality. Yet, we should all consider carefully how we think about and treat older people. Because ‘old’ is the one minority group to which we will one day all belong.

Read Sarah's full opinion here.