Need to Know
13 : 07 : 18

London – On 12 July, The Future Laboratory hosted its Health & Wellness Futures Forum at its Spitalfields HQ. The one-day event revealed the rising trends within the sector including Wellness Architecture and Extreme Therapies, as well as The Future Laboratory’s new in-depth macrotrend, Certified Wellness.

To bring the macrotrend to life, The Future Laboratory created a speculative platform that enabled guests to explore the future of democratised data ownership, where consumers, not pharmaceutical companies, are in charge of their health data and how it’s used. Guests had the opportunity to sell their ‘data’ in exchange for hypothetical benefits such as wellness brand partnerships and exclusive product rewards.

To discover the emerging trends and consumer insights that are shaping health and wellness, download our new report here.

Global – The sports brand's latest range has been designed with young athletes in mind.

By understanding the biomechanics of children against adults, Nike has created a series of performance shoes suited to the movements and preferences of younger basketball players and runners. Developed by the Nike Sport Research Lab, the Future Series of trainers will allow room for growth and movement in the forefoot of the shoe, accommodating the body as it develops. The surface of the trainer is likened to a puppy paw, which has a softer surface to provide cushioning, while surrounded by firmer ‘skin’ for traction and stability.

For more on how brands are shifting their focus to the needs and likings of younger customers, explore our Childrenswear market here.

The Netherlands – Nuud is a beauty start-up that offers a natural deodorant with a novel application method.

Although the application of skin products is inherently ritualistic, the brand is exploring different approaches to test both the longevity and quality of its product. Instead of a spray or roller, Nuud is applied to the skin as a cream that is designed to last between three and seven days.

As deodorant is a staple product used around the world, the brand identified an opportunity to reduce its impact on the environment, developing sustainable packaging that includes a sugarcane tube and 100% biodegradable cardboard wrap. Its natural formula is free from aluminium salts, parabens, propellants and artificial fragrances and is described as ‘harmless on the skin’.

The beauty space is becoming increasingly driven by sensory applications that involve the wearer. For more, read the Mutli-sensory Beauty microtrend.

Despite efforts from brands to eradicate the stigma often associated with ageing, a sizeable majority (68%) of those aged over 65 still believe advertisements stereotype people in their age bracket. The respondents to a recent survey from creative agency UM London noted the most ‘frustrating’ stereotype they witnessed was that older people are incompetent with technology.

LS:N Global has been tracking the rise of The Flat Age Society since 2014, with older consumers refusing to be defined by their age or perceived capabilities. As age becomes less about a number and more about a mindset, brands must continue to adopt a more inclusive and realistic attitude to celebrate people no matter their age.