Need to Know
01 : 02 : 21

UK – Alternative milk brand Oatly has enlisted the younger generation to promote plant-based lifestyles to men aged 44–75.

The Help-Dad campaign includes a series of comedic adverts that flip the parent-child dynamic. Oatly’s marketing videos follow children and teenagers reprimanding their fathers after catching them partaking in ‘scary levels of dairy drinking’. Alongside this, the brand’s microsite covers dairy statistics and rebuttals for any arguments put forward by sceptical fathers, as well as offering plant-based recipe alternatives for typical Dad Meals.

‘Our research reveals that middle-aged men in the UK are the least likely to give up their meat and dairy,’ explains Michael Lee, Oatly’s creative director. ‘Help-Dad is our way of helping teens help their dad or mum or uncle or anyone else in their life in need of some veggification, to adopt a more plant-based lifestyle.’

The Oatly campaign aims to change the way older men are drinking. In a similar vein, our Mid-Life Drinkers Market explores how alcoholic drinks brands are catering for this demographic in more creative ways.

New York – Scarce offers luxury mystery boxes that bring excess stock from boutiques and factories directly to consumers.

Featuring luxury streetwear brands such as Moncler, Balenciaga and Off-White, the boxes include items that originally retailed for two to three times as much as the overall price of the Scarce box. By working with factories, brands and retailers, Scarce is able to source authentic items from current and past seasons – and provide an outlet for unsold clothing. Consumers can choose their box preferences based on their gender, as well as being able to input sizing.

The willingness to purchase mystery items indicates just how influencial the streetwear market remains. And while the luxury sector has been hard hit by Covid-19, innovative solutions like Scarce benefit both consumers and retailers during this period.

With a decrease in consumer spending and a wave of store closures, the amount of surplus stock in the luxury sector is pushing retailers to experiment with Off-price Retail Strategies.

Veganism is increasingly informing consumers’ lifestyle preferences beyond their diet – and even influencing their dating lives.

According to a poll by Veggly, a dating app for vegans and vegetarians, more than half (52%) of vegan daters would not consider starting a relationship with someone who eats meat. Meanwhile, some 39% of vegetarians agreed. These findings indicate that adopting a vegan diet is increasingly feeding into holistic lifestyles, from product choices to personal relationships.

‘Many vegans want to be with someone who shares their values and love of animals,’ explains Alex Felipelli, founder of Veggly. ‘For many vegans, their veganism is a way of life, so it’s understandable they wouldn’t want to be with a partner that consumes animals or animal products.’

As we first explored in Low-impact Eaters, the act of changing your diet – and lifestyle – in response to environmental anxieties is becoming further and further integrated into mainstream society.