News 12.06.2024

Need to Know

Heinz and Kappa co-create a fashionable football kit, Tokyo to launch a dating app to tackle declining marriage rates and integration of AI into daily life remains limited. 

Heinz and Kappa honour Italy’s game day sandwich-makers

Heinz and Kappa, Italy and UK

Italy – In collaboration with sportswear brand Kappa, Heinz has launched a football kit celebrating the unsung heroes of game days – Italy’s sandwich-makers. 

As part of a brand awareness campaign by Dude Milan, the kit celebrates the essential yet often overlooked role of caterers who keep football fans fed on match days. For the aptly named Paninari kit, traditional jerseys have been swapped for aprons featuring both Heinz and Kappa branding, a club badge, a collar with a sauce motif and the number 57. This creative partnership uniting food, sports and fashion has been revealed in a playful campaign film that parodies traditional football kit launch promos. 

By celebrating the Paninari subculture and the vital role of match day caterers, Heinz and Kappa are joining the growing host of brands using nostalgia and cultural references to create unique, engaging campaigns. In our upcoming sports and leisure macrotrend, we will delve more deeply into how fashion, gaming, marketing, hospitality and digital collaborations are transforming this area.

Strategic opportunity

Brands can create impactful campaigns by honouring overlooked community roles, blending cultural nostalgia with modern engagement strategies to foster deeper connections with their audience

Anthropologie launches adaptive fashion collection

Anthropologie adaptive clothing, US Anthropologie adaptive clothing, US
Anthropologie adaptive clothing, US Anthropologie adaptive clothing, US

US – Anthropologie has launched an adaptive apparel collection, re-imagining eight best-sellers to better fit the lives and needs of the disabled community.

The collection was designed in collaboration with Lucy Jones, founder and CEO of Ffora, a fashion lifestyle brand catering for consumers with disabilities, who introduced them to three members of the disabled community to fit-test each garment. The collection includes adapted versions of the best-selling Colette cropped wide-leg trousers and Somerset dress, in addition to denim wide-leg trousers, a henley T-shirt, a denim jacket, two dresses and a button-down shirt. The initiative was launched in response to feedback that adaptive fashion often prioritises function over style, leaving a gap in the market. Influencers Allison Lang, Maya Moore, April Lockhart and Bri Scalesse were enlisted to promote the collection, with each model also fit-testing the collection ahead of completion.  

In our Inclusive Fashion Market report, we unpacked how adaptive fashion is often viewed as a consumer-centric issue without considering the role of people with disabilities as designers. By collaborating with Lucy Jones and extensively fit-testing, Anthropologie’s collection is designed by and for the disabled community.

Strategic opportunity

Fashion brands should take inspiration from Anthropologie and collaborate with designers and customers with disabilities to create fashion-forward adaptive collections

The city of Tokyo to launch a dating app to combat loneliness

Japan – Tokyo City Hall is addressing Japan’s growing loneliness epidemic and falling marriage rates with the Futari Story initiative. This programme, which aims to help citizens form lasting relationships, will entail the launch of a dating app to connect singles. The initiative underlines the critical need for multi-faceted solutions to tackle social isolation and demographic decline that Prime Minister Fumio Kishida has called the country’s gravest crisis. This decline, reflected in the Health Ministry’s data, highlights a drop in marriages from 504,930 in 2022 to 474,717 in 2023, and in births from 770,759 to 727,277. 

The Tokyo Futari Story project aligns with broader national efforts, such as financial incentives for families and relaxed immigration policies to attract foreign workers. Youth’s waning interest in getting married and starting a family, exacerbated by long working hours and high costs – something we highlighted in our Emerging Youth Japan report – is a challenge other countries are facing too. The app’s success could set a precedent for other countries facing similar issues. 

SwipeMart by Tinder Japan

Strategic opportunity

As social isolation and demographic challenges escalate globally, businesses have a role to play. Can your company use technology and community-focused initiatives to foster societal wellbeing? 

Stat: Generative AI yet to be a daily habit for teens and young adults

Photography by Cottonbro Studio, Russia Photography by Cottonbro Studio, Russia

US – New research from Common Sense Media, Hopelab and Harvard’s Center for Digital Thriving reveals that while young Americans are beginning to explore generative AI, its integration into daily life remains limited. 

Following a survey of 1,274 US-based teens and young adults aged 14–22 at the end of 2023, the study found that only 4% use AI tools daily or almost daily. Moreover, 41% have never used AI and 8% are unaware of AI tools. Among those who engage with AI, the primary reasons for use include obtaining information (53%) and brainstorming (51%).  

Among those who have never used generative AI, the top reasons for not doing so are a belief that it wouldn’t be helpful (34%), concerns about its association with cheating or intellectual theft (24%), lack of knowledge about how to use it (23%), and privacy concerns (22%). 

In our Generations: Now and Next 2024–2025 report series we found that it will be Gen Alpha who lead the way in the full integration of AI into their schooling, work and lives in the same way that Gen Z embraced social media.  

Strategic opportunity

How is your company ensuring transparency about the data sources and methodologies behind your technology to promote ethical AI usage and build trust with cautious young consumers?

Previous News Articles
AirCar readies for launch, ushering in an era of casual air mobility

News

AirCar readies for launch, ushering in an era of casual air mobility

Slovakia’s Klein Vision has announced that its AirCar – a road-legal vehicle that converts into a certified aircraft in under two minutes – will be...
Mobility : Air Travel : Transport
Foresight Friday: Seyi Oduwole, foresight analyst

News

Foresight Friday: Seyi Oduwole, 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, ...
Foresight Friday : Gen Z : Gen Beta
British Gen Alphas are listening to CDs and vinyl

News

British Gen Alphas are listening to CDs and vinyl

Nearly half of Generation Alpha are turning to physical music formats, according to new research from Key Production.
Gen Alpha : Music : Media
Social media star Kai Cenat launches Streamer University

News

Social media star Kai Cenat launches Streamer University

Twitch sensation Kai Cenat has launched Streamer University, a weekend-long experience for aspiring creators to collaborate, learn and produce cont...
Media : Entertainment : Education
De Beers to close its lab-grown diamond jewellery brand

News

De Beers to close its lab-grown diamond jewellery brand

De Beers Group has announced the closure of Lightbox, its lab-grown diamond jewellery brand, signalling a strategic retreat from the synthetic jewe...
Luxury : Sustainability : Jewellery
Financial mansplaining endures for a majority of British women

News

Financial mansplaining endures for a majority of British women

Gender bias in money matters is pushing British women out of financial conversations, according to new research commissioned by digital wealth mana...
Finance : Diversity : Inclusion
Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

News

Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

This year’s RHS Chelsea Flower Show invites visitors to interact with AI-enabled trees in the Avanade Intelligent Garden.
Technology : Nature : Sustainability
ITV launches deaf-led drama with BSL and silent ad break

News

ITV launches deaf-led drama with BSL and silent ad break

ITV is pushing the boundaries of inclusive storytelling with the launch of its new prime time drama Code of Silence, starring BAFTA-winning actor a...
Media : Diversity : Inclusion
Stat: Boomerang generation return home due to cost of living crisis

News

Stat: Boomerang generation return home due to cost of living crisis

The rising cost of living and unaffordable housing are fuelling a surge in adult children returning to the family home.
Family : Home : Youth
Manchester City brings grassroots spirit to kit launch

News

Manchester City brings grassroots spirit to kit launch

Manchester City Football Club has marked the launch of its 2025/2026 home kit with a short film that playfully blends football fandom, nostalgia an...
Sports : Design : Creative
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