Need to Know
02 : 06 : 20

Colorado – Thin Air is the outdoor industry’s first fully interactive brand-to-media trade show.

The new interactive gathering, which will take place on 24–26 June 2020, promises to unite brands in an unprecedented virtual format. Departing from established virtual presentation styles, such as webinars or Zoom conferences, Thin Air is fully immersive. Taking the form of hyper-realistic avatars, attendees will be able to engage with exhibitors through chat, talk and video over three days.

‘Outdoor industry brands have been seeking a fresh, cost-effective way to connect with media and retailers,’ says Erik Boles, CEO of Gearmunk, the community-driven and video-based review platform behind Thin Air. ‘The recent cancellation of trade shows made now the right time to bring this to life.’

As businesses continue to explore digital formats for industry events and trade shows, fashion brands in particular are pushing to digitise the runway and buying process.

UK – The food delivery service has partnered with CBD brand Trip to bring its cannabidiol products to consumers’ homes.

The partnership between Deliveroo and Trip will allow consumers across London, Manchester and Leeds to order CBD oils and infused drinks – such as cold brew coffee and botanical mixers – to their homes. Intended for the creation of cocktails as well as direct consumption, the adaptogen products use natural botanical extracts to stabilise physiological processes in the body, as well as alleviate stress and improve immunity.

The launch of the service coincides with the fact that more consumers are seeking stress relief at home, as the line between work and leisure time becomes increasingly blurred. ‘Since the lockdown we have seen the demand for Trip skyrocket,’ says Olivia Ferdi, Trip’s co-founder. ‘When people aren’t feeling themselves, often anxious or stressed, there’s a huge desire for immediate relief.’

Our obsession with CBD has spiralled in recent years, as Melisse Geluda explains, with its health benefits now being positioned as an antidote to current stressors.

Wealthy Americans are harbouring feelings of guilt about luxury spending in the Covid-19 age, according to a new study by YouGov.

The 2020 edition of the annual Affluent Perspective found that nearly half (48%) of affluent consumers in the US agree with the statement: ‘I feel guilty purchasing luxury goods in the current economic climate’. However, these concerns are not necessarily halting purchases of high-end products. In fact, 42% of those in self-quarantine still plan to buy personal luxury personal goods online. While online shopping was previously not associated with high-spenders, 43% of these consumers plan to shop online more often, even after the pandemic ends.

The current economic climate has only exasperated the concerns of the Uneasy Affluent, who are increasingly reminded of their social and financial privileges.