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Fluz rebrands to empower a new generation of savvy spenders

Fluz. Identity by Koto, US

US – Creative agency and digital studio Koto has unveiled a maximalist rebranding for collaborative earning app Fluz.

First launched in 2018, Fluz is a loyalty programme, banking app and social network that aims to help everyone maximise their money through cashback on everyday purchases, network rewards and friend-to-friend payments.

In a bid to attract Zillennial (Gen Z and younger Millennial) consumers through vibrant and non-conformist branding, the rebranding was centred on the motto Life on Max, reflected through a candy-coloured gradient colour palette, surrealist art direction, gamified brand experience and sparky brand copy.

In Gen Z Now and Next: 2024–2025, we unpacked how the cost of living crisis has taken its toll on Gen Z’s optimism for the future, resulting in a generation overwhelmed by personal finances. By embracing an inclusive, accessible and engaging brand identity with a strong community focus, Fluz is reframing financial services for the next generation.

Strategic opportunity

To attract digital native Gen Z consumers, ditch sterile branding in favour of an accessible, vibrant and visual brand identity that helps younger consumers feel empowered to use your services

Studio Saar re-interprets Rajasthani havelis for community centre

Third Space by Studio Saar, India

India – Studio Saar, led by Jonny Buckland and Ananya Singhal, has opened a new cultural centre in Udaipur, Rajasthan. The Third Space: The Haveli of Creativity, Curiosity and Community centre provides a hub for education, socialising and performing arts for non-profit organisation Dharohar.

The centre addresses the need for accessible, informal learning spaces and draws inspiration from traditional Rajasthani havelis (mansions), integrating heritage with modern functionality. The project makes the case for multifunctional community spaces blending cultural heritage with contemporary design. Studio Saar designed the centre with versatility in mind, ensuring the centre can cater for diverse events and welcome up to 2,000 visitors daily.

‘Openness, accessibility and inclusivity are the key principles employed in the designing of Third Space that resulted in a free, unrestricted space which ignites curiosity, creativity and a sense of community,’ Ananya Singhal, managing partner of Studio Saar, told Stir World . By using traditional design elements in a modern context, Studio Saar sets a precedent for sustainable, community-focused architectural projects – something we cover in our Future Spaces topic.

Strategic opportunity

The Third Space project demonstrates how multifunctional, culturally anchored spaces can help foster community engagement. Consider how your business can connect with grassroots community by getting involved with such activations

Minor Figures launches Dairy Disloyalty campaign

Global – Dairy alternative milk brand Minor Figures has launched Dairy Disloyalty, a campaign encouraging coffee-lovers to switch to plant-based milk.

Players in more than 20 cities can collect stamps at participating cafes by ordering a coffee with Minor Figures or any other non-dairy milk. When all six stamps on each city-specific card have been redeemed, participants can submit their completed stamp card online to win prizes such as a La Marzocco Linea Mini Espresso Machine and vintage-style Minor Figures bowling shirts.

The campaign aims to raise awareness of the environmental benefits of non-dairy milk, combatting methane emissions and deforestation.

In our Inflationary Loyalty Market report in 2022, we unpacked how brands were looking to emotional appeals and digital loyalty programmes to navigate inflation and retain consumers. Two years on, Minor Figures’ campaign embraces gamifying loyalty instead, using novelty to appeal to increasingly apathetic consumers.

Photography by Ketut Subiyanto

Strategic opportunity

Introduce gamified loyalty schemes that encourage active participation and engagement from your customer base, fostering a sense of community and connection with your brand

Stat: Americans are skipping medical care due to rising costs

Nvidia, US

US – More than a quarter of Americans reported not getting medical care in 2023 due to higher costs, according to a new report from the US Federal Reserve.

The Economic Well-Being of US Households survey, which polled more than 11,400 respondents, found that despite 91% of American adults having health insurance, 27% went without necessary medical treatment in 2023. Unsurprisingly, lower-income families and uninsured individuals are disproportionately affected. Among those with a family income below £19,665 ($25,000, €23,270), 42% skipped medical care, compared to 12% in families earning £78,665 ($100,000, €93,000) or more. Uninsured Americans were also more likely to forgo treatment, with 46% skipping care versus 25% of insured adults. These figures show the systemic issue in the affordability and accessibility of healthcare, with growing implications for public health.

In the Health & Wellness section of our 2024 Future Forecast, we touch on alternative and more affordable solutions for preventative healthcare, such as wearables or telehealth, which have the potential to serve as tools in the worsening healthcare crisis.

Strategic opportunity

Businesses should explore affordable, preventative healthcare services to meet the rising demand from cost-conscious consumers, with the aim to support public health and reduce long-term expenses