Need to know 25 : 07 : 17

London – The brand is tapping into Gen Viz’s ethically aware purchasing habits with its new range of vegan make-up. In a Whole-system Thinking approach, the products are packaged using recycled materials, which are also easily recyclable.

With product names such as Washed Up Mermaid (blue) and Text Me Black (black), the brand takes a tongue-in-cheek approach designed to appeal to a social media-savvy Generation Z.

Although vegan, cruelty-free make-up is not a new phenonemon, using this approach to target a younger audience illustrates the rise of a more holistic and caring young consumer. For more on the evolution of the beauty sector, see our Beauty Futures Report 2017.

California – Described as a moving hotel, Cabin offers commuters a more comfortable travelling alternative to the typical low-cost flight.

The service runs between San Francsico and Los Angeles. Trips are priced from $115 each way, about the same as a low-cost airline ticket. But while cheap flights are usually scheduled at unsocial hours, Cabin leaves at 11:00pm and arrives at 7:00am the following morning. This makes better use of dead time while ensuring passengers are well rested on arrival.

Driven by the now apparent health repercussions of an always-on mentality, brands and consumers are looking at ways to better promote sleep. For more, see our Sleep Market report.

South Africa – The financial services company aired its serialised drama on WhatsApp over seven days. Subscribers received a series of messages delivered as text, voice and video content, devised by South African screenwriter Bongi Ndaba.

The drama, Uk’shona Kwelanga, follows a family that has recently been bereaved, tracing in real time the discussions about funeral arrangements. High mortality rates in South Africa mean that funeral cover is a pertinent topic, but one that is often difficult to address.

South Africa is a mobile-first country, with WhatsApp the most widely used social platform, according to We Are Social. This new iteration of Faction Marketing reaches consumers through the channel they are most engaged with.

Fuelled by social media, an increase in brand visibility is driving growth in the menswear market, as male consumers become increasingly interested in fashion. It is estimated that by 2020, the global designer menswear market will be valued at £25.3bn ($33bn, €28.3bn), according to retail analytics firm Edited, an increase of 14% since 2015. Buy our Retail Futures Report 2017 for more on global market shifts.