Need to Know   14 : 06 : 18
Marriage Unblocked by Björn Borg

Need to Know
14 : 06 : 18

Björn Borg enables same-sex marriage using blockchain, Gravy makes players compete for discounted products, Ikea ditches single-use plastics.

1. Björn Borg instigates same-sex marriage on the blockchain 2. Gravy hypes audiences with gamified discounting 3. Ikea to eradicate single-use plastics from its stores 4. A film that adapts to your subconscious preferences 5. Indian consumers develop a taste for gin 6. Thought-starter: Can gaming boost relations between men?

1. Björn Borg instigates same-sex marriage on the blockchain

Marriage Unblocked by Björn Borg

Global – Swedish sportswear brand Björn Borg is demonstrating its support for romantic equality by enabling anyone – regardless of their gender or sexuality – to get married digitally on the blockchain.

Ten years on from its Love for All campaign, the brand continues its messaging with the launch of new digital platform Marriage Unblocked. With same-sex marriage prohibited in 87% of countries in the world, the platform provides a place for couples to exchange their promises in a symbolic digital marriage, which permanently stores their certificate and vows in blockchain without the need for third-party approval. The couples can choose to keep their records anonymous or show them proudly in public.

Opportunities and usage beyond the financial sphere continue to emerge for blockchain technology. Diamond producer De Beers recently demonstrated the successful use of blockchain to provide assurances of authenticity and provenance along the diamond supply chain.

2. Gravy hypes audiences with gamified discounting

Gravy, US Gravy, US

US – Live media company Gravy has launched the first app-based shopping game show. Airing each night at 8:30pm ET, audiences compete to buy products at a highly discounted price.

Mimicking the format of shopping channels, a live host reveals each new product on sale. Audiences can buy the product at any time but the longer they wait, the lower the prices fall, until the quantity – which is hidden, thus heightening the gamble – sells out. A leader board then shows the players who bought the item for the lowest price. Adding a charitable twist, Gravy donates between 20% and 100% of sale proceeds from each product to one of its approved charities.

As consumers pursue the high-energy anticipation that comes with competitive live-streaming, app-based games that mimic classic tv game shows are gaining in popularity around the world. HQ Trivia is another example of a quiz that requires players to log in to the app at a specified time each day, to be in with a chance of winning prize money.

3. Ikea to eradicate single-use plastics from its stores

Älmhult, Sweden – At its Democratic Design Days 2018, Ikea announced its intention to remove all single-use plastic products from its collections and in-store restaurants by 2020. Alongside pledges to use only renewable energy and recycled materials, Ikea will ditch items such as plastic straws, plates, cups and bin bags.

‘Our ambition is to become people- and planet-positive by 2030 while growing the Ikea business. Through our size and reach we have the opportunity to inspire and enable more than one billion people to live better lives, within the limits of the planet,’ says Torbjörn Lööf, CEO of Inter Ikea Group.

With consumers increasingly concerned about plastic’s environmental impact, retailers must act now to reduce their reliance on the material. Supermarkets are already exploring plastic-free innovations, with a number of initiatives explored here.

Rumtid collection by Ikea

4. A film that adapts to your subconscious preferences

The Angry River by Armen Perian, Los Angeles

Los Angeles – California film-maker Armen Perian has developed a short film that adapts its storyline based on an individual’s viewing patterns.

The Angry River taps into viewers’ webcams and monitors their gaze through eye-tracking technology. This technology detects where and when their eye lingers, switching the storyline of the film to one of five possibilities, crafted to their interests. Perian worked with Crossbeat New York, which developed the eye-gaze detection and machine learning that power the story’s algorithm. ‘You watch it like any other film. But watching something is still making decisions, and what the viewer decides to pay attention to ultimately drives the action. It changes the movie they see,’ explains Perian.

Neuro-experiences are increasingly being used in media to offer an extreme form of personalised entertainment. The MOMENT is another recent example of an interactive film that adapts its storyline depending on the viewer’s subconscious responses.

5. Indian consumers develop a taste for gin

After years of being the world’s top whisky consumers, Indian consumers are beginning to explore the rest of the spirits aisle. While gin is often more expensive than other spirits in India, an increase in disposable income is contributing to a rise in its sales. Meanwhile, vodka sales are forecast to reach double-digit growth (12%) over the next five years, as a result of flavoured vodka attracting consumption among India’s younger demographic.

For more insight into consumers’ changing alcohol tastes around the world, read our Global Spirits Market.

6. Thought-starter: Can gaming boost relations between men?

Players and developers are exploring gaming’s potential to build positive, meaningful relationships between boys and men.

Long regarded as isolating, video games are transforming into a conduit for boys and men to discuss their mental health. Just Boys IRL, a recent BBC 3 documentary, explores this topic by bringing together a group of British teenagers with a range of mental health concerns who have formed a strong bond playing Dota 2 online.The web series follows the group as they meet for the first time in person and then travel across Europe, getting to know each other away from their screens.

The video games industry has evolved dramatically over the past decade, with a burgeoning indie sector producing games that explore the human condition in a much broader way than the blockbuster titles that take up most consumer screen time. One of the hit games of 2018 thus far, God of War for PlayStation, has won much critical and player acclaim for the way it explores the vicissitudes of a father-son relationship within the confines of what is otherwise a typically violent game style.

For more, see the full microtrend here.

Dream Daddy by Game Grumps
Discover More News
Cash App taps Timothée Chalamet for youth-friendly money talk

News

Cash App taps Timothée Chalamet for youth-friendly money talk

Cash App has launched an integrated brand campaign featuring Academy Award-nominated actor Timothée Chalamet which aims to foster intergenerational...
Finance : Gen Z : Youth
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior 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, ...
Beauty : The Synthocene Era : Virtual Beauty
Stat: Southeast Asia is TikTok’s largest advertising audience

News

Stat: Southeast Asia is TikTok’s largest advertising audience

Southeast Asia now accounts for nearly a quarter of TikTok’s global advertising audience, according to the Digital 2025: July Statshot report.
Statistic : Stat : Southeast Asia
Spktrl’s AI diamond ring aims to cut screen time

News

Spktrl’s AI diamond ring aims to cut screen time

Parisian start-up Spktrl is reimagining wearable technology with the launch of its AI-powered Light Ring, a piece of high jewellery designed to cur...
Wellness : Augmented Human : The Synthocene Era
Represent launches in-person fitness competition 247 Mission Rivington

News

Represent launches in-person fitness competition 247 Mission Rivington

British fashion brand Represent has held its first-ever fitness event, 247 Mission Rivington, with 100 athletes competing in a 12‑hour endurance ch...
Sport : Fashion : Fitness
Stat: Technological innovation is driving the future of beauty

News

Stat: Technological innovation is driving the future of beauty

Wealth divides, digital tools and regional identity are reshaping the international beauty market, according to The State of Fashion: Beauty Volume...
Statistic : Stat : Beauty
AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

News

AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollu...
Sustainability : Design : Advertising
Rixo launches pre-loved resale platform

News

Rixo launches pre-loved resale platform

British fashion brand Rixo is expanding its circular ambitions with the launch of Rixo Pre-Loved, a resale platform where customers buy and sell it...
Retail : Fashion : Sutainability
Stat: Global business travel spending hits historic high

News

Stat: Global business travel spending hits historic high

Business travel is set to reach a record £1.18 trillion ($1.57 trillion, €1.36 trillion) by the end of 2025, according to ...
Stat : Statistic : Global Travel Market
Axe gamifies fragrance sampling with arcade-inspired bus stop activation

News

Axe gamifies fragrance sampling with arcade-inspired bus stop activation

Axe is making fragrance sampling fun again with a new campaign for its Cherry Fizz body spray.
Advertising : Fragrance : Retail
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN