Signals

US – The fashion brand has unveiled Flipping the Ladder, a documentary that aims to redefine the purpose of work.

With the average worker exploring five separate careers in their lifetime, Gant hopes to shed light on the underrepresented phenomenon of job-switching through its new initiative Never Stop Learning. The documentary, debuted at Tribeca Film Festival, follows three professionals who change direction and overcome the roadblocks to starting an entirely new career.

Flipping the Ladder allows the fashion brand to step into the role of content creator and storyteller, with minimal references to the brand itself. ‘Working professionals no longer necessarily define success by traditional values such as money, status or conformism,’ reads a press release. ‘They value the ability to design their own lives – where work is meaningfully productive, and something much bigger than what pays the rent.’

Personal development through learning has changed from an early-life to a life-long activity, as brands step in as partners in this continuing process of self-improvement.

London – Health Fit is a test that provides in-depth insights on individual sleep and stress genetics.

DNAfit, which already offers a simple DNA test for diet and fitness, has created a new kit that analyses how genes affect the body’s sleep and stress levels. Health Fit reveals insights as to how sleep quality and caffeine can affect mental wellbeing, as well as an evaluation of whether the user is genetically predisposed to heightened hormonal activity in the morning or evening, making them an early riser or night owl.

The test, which retails at £165 ($216, €193), assesses the impact of more than 75 genes to create personalised reports and access to coaching and support plans. Every customer receives their own personal consultation to help them process the results and make healthier lifestyle choices.

For more on how consumers are using technology and genetics tools to retain themselves to sleep, subscribers can read our Retaining Sleep Market.

America's thirst for tequila and agave-based spirits have turned it into the fastest-growing drinks categories in the country, according to research from IWSR. In particular, the country’s mezcal consumption increased by 32.4% in 2018, due to a growing number of aficionados, while tequila grew by 8.5%.

Collectively, the country's consumption of tequila, mezcal and other spirits made from agave was up 9% in 2018. The category is forecasted to grow by 4% CAGR through 2022, bringing it close to the level of rum sales in the US. The premiumisation of agave spirits is another potential factor driving its growth, with speciality brands emerging. For more on agave’s potential, read our Global Spirits Market.