Briefing

Need to know 24 : 07 : 17

By Rhiannon McGregor and Holly Friend 24.07.2017 Drink : Fashion : Digital

In today’s daily digest: Google Glass returns for the workplace, American Eagle launches a denim hijab, the rise of digital pharmaceuticals and other top stories.

1. Keepers Coffee Soda is a refreshing take on cold brew coffee

Keepers Coffee Soda, New York

New York – Keepers taps into the rise in coffee consumption in the US, especially the growing interest in gourmet varieties such as cold brew, something that’s been identified by the National Coffee Association. The brand uses a Japanese flash brewing method, which is lighter on the palate than traditional roasting methods, combining it with juice from tangerines, lemons and limes.

With only 19g of sugar compared to the 30–40g typically seen in fizzy drinks, according to Keepers, the product also offers a better alternative for health-conscious consumers.

For more on how consumers are seeking alternatives to sugar-laden food and drink options, buy our Food and Drink Futures report 2016 here.

2. Google Glass is relaunched as a workplace tool

Glass Enterprise Edition, Sutter Health, US

US – Following the unsuccessful commercial launch of Google Glass, the next iteration of the augmented reality (AR) headset is aimed at businesses.

Designed for use in the manufacturing, logistics, field services and healthcare sectors, the Glass Enterprise Edition is designed to boost productivity in the workplace. Doctors can use the device to see a patient’s medical history, while manual labourers can read instructions while holding tools.

In repurposing the technology for its AR glasses, Google highlights the need for brands to think laterally when considering the potential applications of their products. For more on the future of the workplace, download our free Workplace Summit Report 2016.

3. American Eagle has included a denim hijab in its new collection

New York – Promoted in the brand’s latest campaign by model inclusivity activist Halima Aiden, it was launched as part of a larger move from the brand to feature models that ‘break stereotypes and credibility in their multi-hyphenated careers’.

Aiden appears alongside several other Millennials, including body positivity activist Iskra Lawrence, and the campaign’s images are unretouched. The hijab itself has been designed with new fits, washes and fabrications to represent a new standard in denim.

As we originally outlined in our Modest Wear Market report, brands are beginning to approach modest wear as a style choice that is empowering, rather than something for covering up.

Halima Aiden for American Eagle, New York

4. Lyft offers its drivers $1 car washes

La Cienega Car Wash by Lyft, Los Angeles

Los Angeles – For the campaign the ride-share company has converted La Cienega Car Wash into a branded location, offering its employees discounted washes in acknowledgement of their work.

The brand will offer the cut-price service until mid-August, with all proceeds donated to Los Angeles Regional Food Bank, demonstrating the company’s Civic Brand credentials.

Following the backlash against the questionable working practices of popular sharing economy brands, such initiatives will become an important way to demonstrate their positive treatment of workers. In a similar vein, Uber recently added a tipping option as part of its 180 days of change to help portray the gig economy in a better light.

5. Athleisure’s popularity expands beyond apparel

While LS:N Global has been tracking the rise of athleisure in the apparel market since 2016, the popularity of the sports influenced style is now generating substantial growth in the accessories and beauty markets, according to Euromonitor. For more on how athleisure is influencing make-up, see the Total Beauty focus in our Beauty Futures Report 2017.

6. Thought-starter: Are smartphones the key to a drug-free future?

The abuse of prescription drugs is rife on both sides of the Atlantic, with many consumers developing harmful dependencies. According to a 2016 survey published in the journal BMC Psychiatry, almost one in 10 adults in Britain misuse their prescriptions. Added to this, many health-conscious consumers are now rejecting pharmaceuticals in favour of more natural alternatives. In a recent survey by JWT Intelligence, more than half of US Millennials said they would prefer to treat their ailments with non-medicinal options (59%) than over-the-counter medication (55%).

One such alternative is being provided by a new series of healthcare apps that promise significant results without the need to ingest synthetic chemicals or suffer from their unpredictable side-effects. These apps are providing vital treatments, from pain control to contraception and diabetes management, all based around effective data-monitoring, sound advice and an understanding of how to manipulate human physiology.

For more on the future of Smartphone Therapies, read our microtrend.