News 12.05.2025

Need to Know

Olivier Rousteing re-imagines whisky with Johnnie Walker Vault, the global happiness curve is flattening for Gen Z and why the human touch is still crucial in luxury retail.

Olivier Rousteing re-imagines whisky with Johnnie Walker

Johnnie Walker Vault x Olivier Rousteing, Global

Global – Johnnie Walker has unveiled its first collaboration under its new luxury platform Johnnie Walker Vault, partnering with French couture designer Olivier Rousteing for Couture Expression, a limited-edition whisky collection blending fashion and flavour. 

Developed in partnership with master blender Dr Emma Walker, Couture Expression spans four blends – Spring, Summer, Fall and Winter – inspired by Rousteing’s emotional connection to the seasons. Each blend features rare whiskies from the Johnnie Walker Vault, and the range also includes Brora and Port Ellen, described as ‘ghost’ whiskies as they were produced by distilleries that have closed down but still have ageing stocks available.

‘This has been an emotional journey,’ Rousteing says of the 12-month co-creation process. ‘Like a couture collection, each season expresses a different energy.’ 

Presented in crystal decanters by Baccarat, wrapped in metallic hues and crowned with sculptural wing stoppers, the collection merges whisky craftsmanship with Rousteing’s couture artistry. Only 25 bottles of each season will be available globally, priced at £16,000 ($21,278, €18,884). 

The collaboration signals a bold new era of creativity in luxury spirits, redefining what a Scotch whisky can look, taste and feel like. Explore our Five Brands Rejuvenating Whisky report to discover how bold whisky-makers are redefining tradition with fresh branding and marketing, capturing younger audiences while preserving timeless craft. 

Strategic opportunity

Tap into affluent consumers’ demand for rarity, exclusivity and compelling brand narratives by launching ultra-premium, limited-edition products

The global happiness curve is flattening for Gen Z

Global – The long-established U-shaped happiness curve – high in youth, dipping in midlife, and rising again in old age – appears to be flattening.

According to the first wave of the Global Flourishing Study, a collaboration between Harvard, Baylor University and Gallup surveying more than 200,000 people in 22 countries, young adults are experiencing lower levels of life satisfaction earlier than previous generations.

Using Harvard’s Flourishing Measure, which assesses happiness, health, meaning, character and relationships, researchers found that wellbeing now remains flat until around age 50.

The gap is most pronounced in the US, where mental health concerns among Gen Z are surging, but also true across several other countries, including the UK and Australia. On average, adults aged 18 to 29 reported being unhappy and grappling with poor mental and physical health, self-esteem, finding meaning in life, quality of relationships and financial insecurities (source: MSN)

The findings reflect insights shared in our Gen Z Now and Next report, which detailed how, despite having better language, tools and understanding of their mental health, many young people feel anxious, depressed and disillusioned about their future.

Photography by CottonBro, Russia

Strategic opportunity

Design activations and campaigns that nurture Gen Z’s emotional resilience, peer connection and personal agency – positioning your brand as a facilitator of happiness in a culture where youth wellbeing is rapidly declining

Stat: The human touch is still crucial for luxury shoppers

The Future Laboratory, UK The Future Laboratory, UK

UK – Despite the growing presence of AI in customer service, new research from Ventrica suggests the human touch remains a key driver of positive customer experiences and brand loyalty. 

The study found that customers would be willing to spend up to £100 more on a brand following a positive interaction. Three-quarters (76%) of positive experiences were delivered solely by a human, whereas only 4% were delivered by AI, rising to just 18% when combined with human interaction, highlighting the limits of automation when it comes to emotional engagement and trust.

‘Consumers value authentic, emotional connections that create positive experiences, especially when resolving issues,’ said Iain Banks, CEO of Ventrica. ‘The human touch is essential.’

Luxury shoppers stood out in the study: 87% said they would make repeat purchases after a strong service experience, with 39% making multiple purchases, nearly double the rate in other sectors (source: Fashion Network).

‘When customers receive fast, empathetic and emotionally engaging support, they develop a stronger connection to the brand, leading to increased loyalty and higher spending,’ Banks added.

Our New Codes of Luxury report defines consumers’ emotional and psychological journeys through the luxury sector. 

Strategic opportunity

Retailers should consider a ‘best of both worlds’ approach. Use AI for speed and efficiency in basic tasks, but ensure seamless handover to skilled humans for complex or emotionally charged interactions

Previous News Articles
Insight - Tesco to open 90s themed nightclub to celebrate Clubcard's 30th birthday

News

Insight - Tesco to open 90s themed nightclub to celebrate Clubcard's 30th birthday

Tesco : Tesco Clubcard : Tesco Nightclub
Stat: US consumers slow down on EV adoption

News

Stat: US consumers slow down on EV adoption

 AAA’s latest survey finds that only 16% of US drivers are likely to make an EV their next car – the lowest figure since 2019.
Stat : Statistic : Electric Vehicles
Rimowa and Vitra unite for aluminium storage collection

News

Rimowa and Vitra unite for aluminium storage collection

German luggage brand Rimowa and Swiss design house Vitra have launched a collaborative collection of anodised aluminium objects, including a wheele...
Rimowa : Vitra : Luggage
Tesco taps into 90s nostalgia with Clubcard-themed nightclub

News

Tesco taps into 90s nostalgia with Clubcard-themed nightclub

Tesco is transporting customers back to 1995 with Club Card, a pop-up nightclub celebrating 30 years of the supermarket’s loyalty scheme.
Tesco : Tesco Clubcard : Tesco Nightclub
Cannes Lions 2025: Harnessing the power of K-pop and why laughter is a KPI

News

Cannes Lions 2025: Harnessing the power of K-pop and why laughter is a KPI

On the penultimate day of Cannes Lions, a panel comprising Korean experts from music label Starship Entertainment, Publicis and Pepsico dived into ...
Global Events : Pop Culture & Media : Cannes Lions 2025
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 : Ice Cream : Ice-cream
Stat: Consumers shift loyalty to brands that absorb tariff costs

News

Stat: Consumers shift loyalty to brands that absorb tariff costs

As new tariffs drive up import costs, a wave of price sensitivity is forcing retail leaders to rethink their strategies. 
Stat : Statistic : US Economy
 Cannes Lions 2025: Elf Beauty’s recipe for co-creation and Unilever wants to make marketing sassy

News

Cannes Lions 2025: Elf Beauty’s recipe for co-creation and Unilever wants to make marketing sassy

Day three of Cannes Lions 2025 featured panels on everything from Chinese social media to late-night tv and YouTube’s 20th anniversary.
Global Events : Pop Culture & Media : Beauty
Heineken 0.0 partners with F1 The Movie to champion moderation in the fast lane

News

Heineken 0.0 partners with F1 The Movie to champion moderation in the fast lane

Heineken 0.0 has been named an official partner of F1 The Movie, a collaboration with Apple Original Films and Warner Bros.
Heineken : Food And Drink : F1
Stat: Gen Z turn to social media before search engines

News

Stat: Gen Z turn to social media before search engines

Social media platforms are fast becoming the primary gateway to online discovery for younger consumers, according to Sprout Social’s latest Q2 2025...
Stat : Statistic : Social Media
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