News 25.08.2021

Need to Know

Pentagram offers visibility to disabled communities, Triller bolsters Black talent with creator conference and a US boom in back-to-college homeware spending.

Sport’s largest movement to end disability discrimination

We The 15 by adam&eveDDB

Global – Timed to align with the rescheduled Tokyo 2020 Paralympic Games, design studio Pentagram and advertising agency adam&eveDDB are launching the sporting world's largest human rights movement to end discrimination. Entitled #WeThe15, it references the fact that 15% of people globally have a disability.

Launched in partnership with the International Paralympic Committee, it features a logo mark and campaign film that challenges people's misconceptions by representing the true experiences of disabled individuals. For its launch, global landmarks will be lit in the #WeThe15 campaign’s signature colour purple, while a coalition of organisations from the world of sport, human rights, policy, communications, business and the arts will aim to break down societal barriers over the coming decade.

In this way, Pentagram and its partners are using their global reach to spotlight the importance of taking an intersectional approach to sports, products and experiences. Mat Goff, CEO at adam&eveDDB, says: ‘This Tokyo 2020 launch campaign is just the start of a movement that will drive real change for over a billion people worldwide.

To discover recent brand innovations operating in this area, delve into Inclusive Care, part of the Innovation Debrief 2021.

Strategic opportunity

When raising awareness of people with disabilities, work directly with members of this community to accurately represent their experiences. Ditch outdated messaging around marginalised groups and instead find ways to empower and inspire

Blume’s adaptogenic milk adds function to barista coffee

Blume, US Blume, US
Blume, US Blume, US

Canada – Tuning into demands for more functional coffee options, superfood company Blume has introduced an Adaptogenic Milk Blend as an alternative to existing plant-based milks. The paste product contains Ayurvedic adaptogens in a nutty, mushroom-based formula, with active ingredients including reishi, lion’s mane, cordyceps and chaga. Sold in refillable jars, users mix 1–2 tablespoons with water to create the 'milk', which is designed to be added to barista-made coffee.

With eight varieties, the functional ingredients of Blume products are chosen to support the body’s response to stress, regulate hormones, help sleep or enhance mental performance. In this way, Blume recognises how food and drink can alter psychological states. ‘We've super-powered a plant-based, sustainably packaged, rich and creamy milk blend with adaptogenic mushrooms, helping you to fight stress and find balance, all while contributing to a less-waste planet earth,’ says the brand.

Previously, we’ve identified the ways that Starbucks is uplifting conventional caffeinated experiences through an at-home coffee range imbued with essential vitamins.

Strategic opportunity

Vitamin and supplement brands have an opportunity to partner with drinks brands to create multi-functional products that combine taste and functionality. Consider also teaming up with cafes to offer your blends as part of on-the-go drinks

Triller’s creator conference nurtures Black talent

US – The AI-powered short video app is elevating the voices of Black talent through its inaugural annual Black Creator Conference. Taking place across two days in September, the conference will include a welcome event and networking dinner for creator attendees, followed by a day of workshops, panels and presentations. The conference will focus in particular on the entertainment, lifestyle, fashion and sports industries.

Black-owned influencer house Collab Crib will also join the event as an adviser and curator. The Black Creator Conference is designed to help Black creators gain a more substantial foothold in the ever-evolving digital marketing space and to foster greater racial equity across the overall media economy, says Bonin Bough, chief growth officer at Triller. Such an initiative echoes the ideas we explore in Accredited Influencers, with content creators increasingly demanding better career support.

And with young people facing the brunt of widespread unemployment, there is a growing need for Out-of-Work Networks that provide community and training opportunities around non-traditional careers.

Triller, US

Strategic opportunity

Digital content platforms should partner with successful influencers to pass on knowledge to next-gen creators. Facilitate networking opportunities, both online and IRL, to connect marginalised voices with digital content professionals

Stat: US students drive back-to-college retail spike

Hype House Los Angeles Hype House Los Angeles

After a period of remote learning during the pandemic, US college students are showing new-found enthusiasm for back-to-college products. According to a survey by consultancy Deloitte, average spending in this category is set to rise in line with the return to physical classrooms.

According to its survey findings, an expected £19.4bn ($26.7bn, 22.7bn) will be spent on back-to-college items in 2021. This represents an average of about £1,063 ($1,459, €1,243) per student. In terms of products, dormitory appliances and furniture will account for £2.3bn ($3.1bn, €2.6bn) of total back-to-college spending. Meanwhile, 34% of parents expect to spend more on back-to-college items this year.

This behaviour reflects the ways that Generation Z are leading a homebody renaissance – even pre-pandemic, this group were embracing the cosiness of home hangouts and a slower way of life centred on self-care and domesticity.

Strategic opportunity

To reach students, homeware brands can create products and campaigns that celebrate their new life milestones – and abodes. Focus on affordable, adaptable and social media-worthy furnishings that reflect the personalities of Generation Z

Previous News Articles
Mastercard launches AI-powered stories for commuters

News

Mastercard launches AI-powered stories for commuters

Mastercard has launched its Transit Tales campaign, which tailors classic stories to the length of commuters’ journeys.
Audiobooks : Australian : Commuters
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Soft Sports : Digital Detox : Asics
Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

News

Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

Gen Z is entering the workforce with a pragmatic view of artificial intelligence and enthusiasm for in-person mentorship. 
Work : Technology : AI
Irn-Bru revives Made in Scotland from Girders slogan

News

Irn-Bru revives Made in Scotland from Girders slogan

Irn-Bru is reviving its iconic Made in Scotland from Girders slogan in a campaign led by advertising agency Lucky Generals.
Food And Drink : Brand Humour : Advertising
Busan International Film Festival to host singalong screening of KPop Demon Hunters

News

Busan International Film Festival to host singalong screening of KPop Demon Hunters

A singalong screening of Netflix’s breakout show, KPop Demon Hunters, will take place at the Busan International Film Festival in September 2025.
Kpop : Streaming : Cinema
Stat: Australians turn to podcasts and radio for regular entertainment

News

Stat: Australians turn to podcasts and radio for regular entertainment

More than half of Australians aged 10 and over (52%) listen to or watch podcasts each month, according to new data published in The Infinite D...
Statistic : Podast : Media
Selena Gomez taps Tajín for Rare Beauty’s first collaboration

News

Selena Gomez taps Tajín for Rare Beauty’s first collaboration

Rare Beauty has unveiled its first-ever collaboration, teaming up with Mexican seasoning brand Tajín on a limited-edition lip and cheek set.
Beauty : Food : Collaboration
Single mothers in China are moving in together to ease the financial burden of child-rearing

News

Single mothers in China are moving in together to ease the financial burden of child-rearing

An increasing number of single mothers in China are moving in together to ease the financial, emotional and practical challenges of raising childre...
Single Parents : China : Only Child
Stat: Cannabis-infused drinks reshape America’s after-work rituals

News

Stat: Cannabis-infused drinks reshape America’s after-work rituals

A growing number of young American professionals are swapping post-work alcoholic beverages for cannabis-infused alternatives, signalling a cultura...
Statistic : Cannabis : Alcohol
Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

News

Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

Gap has unveiled its autumn 2025 Better in Denim campaign, fronted by global girl group Katseye.
Fashion : Nostalgia : Pop Culture
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN