News 23.08.2021

Need to Know

Discover 50 boundary-pushing campaigns in our Innovation Debrief report, a tool help parents shop sustainably, and UAE youth identify as responsible travellers.

The Future Laboratory unveils its Innovation Debrief 2021

Innovation Debrief 2021 Innovation Debrief 2021

Global – The Future Laboratory’s Innovation Debrief 2021 report identifies 50 boundary-pushing case studies of 2021.

While last year’s Innovation Debrief explored the resilient and adaptive strategies of coping with Covid-19, our findings this year showcase 2021 as a forward-thinking new era of innovation. As communities begin to rebuild, longer-term hybrid approaches to living, working, creating and learning are coming to the fore.

Bringing together some of the most impactful case studies from our trends intelligence platform, LS:N Global, this year’s report looks at the most original examples of how brands are responding to changing consumer needs. In this report, you will uncover insight from our in-house experts, 10 global spotlights and 10 visions of the future from industry disrupters.

From ideas on creating equitable urban environments to the myriad ways of entering the metaverse, you’ll find inspiration to future-proof your business as we move through the Transformative Twenties.

Strategic opportunity

The Innovation Debrief 2021 report is available exclusively for members of The Future Laboratory's trends intelligence platform, LS:N Global. Become a member to get access.

OkCupid’s 60 identities cater for diverse daters

For Every Single Person by OkCupid, US For Every Single Person by OkCupid, US
For Every Single Person by OkCupid, US For Every Single Person by OkCupid, US

US – Staking its claim as a platform for For Every Single Person, the latest campaign from dating app OkCupid touts the growing number of ways its users can self-identify.

With the app now reporting more than 60 identities to choose from – from non-binary to cuddler, feminist and non-monogamist – OkCupid is positioning itself as an app where everyone is welcome. Working with agency Mekanism, the resulting out-of-home campaign features unabashed visuals, layered with statements such as Every Single Bear, and Every Single Vaxxer.

In this way, the app is demonstrating Unrefined Intimacy in practice – using design, typography and provocative visuals in what is an era of rawer, more confrontational and inclusive advertising and communications. ‘Since OkCupid is truly the dating app for everyone, we were free to explore a wide range of ways daters may identify themselves,’ says David Horowitz, executive creative director of Mekanism.

Refreshingly, as both an app and campaign, OkCupid recognises the variety of different relationships that people are looking for today, from multiple partners to those seeking friends with benefits or simply companions.

Strategic opportunity

Consider how to update outmoded communications or advertising relating to relationships or familial set-ups, as people’s personal approaches to romance and companionship become ever more diverse

The Parent Track lets kids pester parents to shop sustainably

New York – Launched by eco-friendly soap company Gelo, the extension taps into the fact that more children than ever are educating their parents on environmental issues. The tracker gives kids the power to ‘follow their parents around the internet’ with ads that urge them to ditch single-use plastics.

When kids visit The Parent Track page on their parents’ computer or phone, these devices are automatically cookied. From then on, the device will receive digital ads with messages from Gen Alpha encouraging them to go green and avoid single-use plastics. The ads – which include copy such as ‘you still kiss your kids in public; don’t embarrass them more by buying single-use packaging’ – lead to a suite of educational tools created by Gelo that offer guidance on how to be kinder to the environment.

As Gen Alpha become the sustainable voices of the future, brands with social and eco-values like Gelo are using this generation to push their Criteria Retail initiatives.

Parent Track by Gelo and Mischief

Strategic opportunity

As well as marketing campaigns, creative digital tools offer brands the chance to highlight children as the new eco-educators

Stat: UAE travellers embrace sustainable tourism

"Travel As You Are" by Orbitz, US

While sustainable tourism behaviours have been on the rise across the globe in recent years, research from YouGov finds that young travellers from emerging regions are driving this shift. When it comes to travel consciousness, the findings show this group to be environmentally and culturally aware – while also prioritising their wellbeing.

According to its Global Tourism & Travel whitepaper, some 12% of travellers from the UAE describe themselves as responsible travellers, alongside 14% of tourists from India. This compares to one in 10 (12%) of travellers globally. Interestingly, this contrasts with 11% of travellers in Australia and France – higher-income regions that are generally associated with greener tourism behaviours.

With the UAE’s emerging youth proving to be a core demographic for sustainable tourism, brands can cater for this group by prioritising Post-conscious Travel opportunities.

Strategic opportunity

Travel companies should create campaigns focused on sustainability in a way that appeals to the next generation. Consider conscious tourists from non-Western destinations and how their needs may differ

Previous News Articles
Industry insights from the Walpole British Luxury Summit 2025

News

Industry insights from the Walpole British Luxury Summit 2025

The Walpole British Luxury Summit 2025 gathered leaders from across the global luxury sector for a day of expert talks, reports and panel discussio...
Luxury : Global Events : Walpole British Luxury Summit
Foresight Friday: Fiona Harkin, director of foresight

News

Foresight Friday: Fiona Harkin, director of foresight

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, director of foresigh...
Foresight : Foresight Friday : Ff
Stat: Connected tech boosts loyalty as consumers seek smarter brand interactions

News

Stat: Connected tech boosts loyalty as consumers seek smarter brand interactions

More than a quarter of consumers are willing to pay more for a product that offers a connected experience such as a QR code, visual search, AR or N...
Stats : Stat : Technology
World Retail Congress 2025 daily recap: Emerging consumer mindsets and luxury storefronts

News

World Retail Congress 2025 daily recap: Emerging consumer mindsets and luxury storefronts

On the closing day of World Retail Congress 2025, retailers looked to the future, examining emerging consumer mindsets, sustainability pressur...
Luxury : Retail : World Retail Congress
Pinterest rolls out enhanced AI-powered visual search tools

News

Pinterest rolls out enhanced AI-powered visual search tools

Pinterest has launched a suite of generative AI-powered visual search features for women’s fashion content in the US, the UK and Canada.
Pinterest : Artificial Intelligence : Search Tool
Stat: Teens balance connection and concern in the age of social media

News

Stat: Teens balance connection and concern in the age of social media

Nearly half of US teenagers (48%) now say social media negatively affects people their age, a sharp rise from 32% in 2022, according to a report fr...
Stats : Stat : Teens And Tech
World Retail Congress 2025: Why trust is retail’s strongest currency

News

World Retail Congress 2025: Why trust is retail’s strongest currency

The first day of World Retail Congress 2025 in London revolved around the theme Faster, Bolder, Smarter.
Retail : Global Events : World Retail Congress
Hawaii introduces climate-driven tourist tax

News

Hawaii introduces climate-driven tourist tax

Hawaii is making climate history with a landmark bill that raises tourist taxes to fund environmental protection and climate resilience projects.
Travel : Sustainability : Travel & Hospitality
Stat: Gen Z turn to daily supplements as wellness becomes an everyday routine

News

Stat: Gen Z turn to daily supplements as wellness becomes an everyday routine

According to the latest Gen Z State of Beauty 2024/2025 report from Kyra, 80% of Gen Z in the UK and the US now take between one and six supplement...
Stat : Wellness : Supplements
Dutch Pavilion re-imagines the sports bar at Venice Architecture Biennale

News

Dutch Pavilion re-imagines the sports bar at Venice Architecture Biennale

Curated by Amanda Pinatih and designed by Gabriel Fontana, Sidelined re-imagines the traditional sports bar as a welcoming, non-binary social space.
The Netherlands : Venice Architecture Biennale : Design
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