Signals

Berlin – The health start-up is challenging conventional ideas about masculinity and sexual health with an inclusive and human-centric rebranding. Featuring bold shapes, arrows and lines, the overall message is to convey a sense of progress when tackling sensitive topics such as erectile dysfunction. It also uses purples and greens to communicate a sense of empowerment and ownership.

Regimen’s language further complements this standpoint by using direct phrases such as ‘Nurture your body’ and ‘Let's talk about down there’. The branding, by creative agency Studio Skulptur, captures a turning point in a sector that has traditionally been steeped in stigma. We’ve been tracking this shift since 2018, when we first wrote about Modern Male Medicare.

In today’s health and wellness landscape, brands must approach all elements of wellbeing from a holistic viewpoint – ensuring that personable and humanistic communication leads to a welcoming environment for male audiences.

As Cyber Week approaches, the majority (78%) of UK Generation Z shoppers are planning to make purchases. With more than half (54%) of UK students saving up in preparation for the sales, research by UNiDAYS estimates that Gen Z will spend about £395m ($528m, €469m) during the period.

Among those surveyed, 56% expressed a desire to buy clothing, accessories and footwear, while 31% said they intended to purchase tech products. Notably, one in 10 students planned to spend between £201 ($269, €239) and £500 ($668, €594) during the week-long discount bonanza, demonstrating significant spending power. With almost half of those surveyed (47%) expecting a discount of at least 50% from brands, consumer expectations among this group are high.

As more than one in 10 young shoppers look to purchase items from local shops and less well-known brands, e-tailers looking to attract this group should consult the Micro-mmunity Retail trend, which explores more targeted consumer strategies.