News 16.04.2021

Need to Know

A celebratory LGBT+ travel campaign, conversation cards to instigate Black familial wellbeing and food remains a wallet priority among US teens.

Orbitz champions confident LGBT+ travel

Travel As You Are by Orbitz

US – Travel platform Orbitz is expanding its inclusivity efforts with a campaign designed to inspire LGBT+ consumers to travel on their own terms – and confidently.

The campaign, Travel As You Are, includes a short brand film and a dedicated microsite spotlighting LGBT+ friendly travel destinations. Created in partnership with creative agency Laundry Service, the film features an all-LGBT+ cast and includes real couples and friends enjoying a range of travel experiences.

Beyond this visual message, Travel As You Are encourages people to ‘stay where you’re celebrated, not just tolerated’, and features a range of content exploring LGBT+ travel. The initiative follows Orbitz’s recent partnership with the International LGBTQ+ Travel Association (IGLTA). John Tanzella, president and CEO of IGLTA said: ‘Now more than ever, our industry needs to step up its diversity, equity and inclusion efforts and help rebuild travel in a way that makes everyone feel invited to explore the world.’

As the travel sector re-opens, brands have an opportunity to create safer, more inclusive options for LGBT+ travellers.

A design-led wellbeing kit for Black families

Balm by Cynthia Voza Lusilu Balm by Cynthia Voza Lusilu
Balm by Cynthia Voza Lusilu Balm by Cynthia Voza Lusilu

London – Designer Cynthia Voza Lusilus is exploring how design can promote conversation and action relating to wellbeing and spirituality among Black families.

Created as part of the London Design Museum’s Designers in Residence programme, which centres on the theme of care, the project takes the form of a care package for Black families living in southeast London. It includes conversational cards to stimulate meaningful and honest discussions about wellbeing and mental health, and a journal for capturing thoughts. Each card is based on a particular theme, such as ancestry, spirituality or belonging. The project is linked to a digital platform, Black Alliance for Lewisham Minds (BALM), which will launch later this year.

The work comes as part of a collaborative effort with mental health professionals, urban planners and Black residents living in the borough of Lewisham, to improve wellbeing in Black communities. ‘My design project offers, above all, a way for neighbours and community members to get together and practise active listening,' says Cynthia Voza Lusilus.

Moving beyond individual needs, modern-day care and wellbeing demands solutions that also cater for the collective needs of families and neighourhoods.

Selfridges highlights the healing power of nature

Min Hyun-Woo for Good Nature by Selfridges, UK Min Hyun-Woo for Good Nature by Selfridges, UK

UK – Department store Selfridges is exploring the power of nature and escapism in its latest series of retail programming – encouraging customers to embrace the great outdoors.

The London retailer’s year-long activation, Good Nature, will focus on the sense of pleasure that can be found in the living world. Taking inspiration from the respite many people have found by spending time outside during the pandemic, the thematic campaign will celebrate nature via in-store experiences and seasonal window displays. As part of the initiative, Selfridges has introduced a podcast, The Pleasure Series, which provides inspiration for connecting with nature, from ‘how to’ guides to meditation experiences.

This 12-month marketing approach represents a move away from fashion and luxury retail's convention of working in line with the seasonal fashion calendar. ‘Good Nature will set the tone for the year, which is a feeling of optimism and positivity in anticipation of a time of restoration, when we can reconnect with customers and communities,’ says Hannah Emslie, creative director at Selfridges.

Through this initiative, Selfridges is leaning into the Pleasure Revolution, recognising the growing consumer mindset for unapologetic enjoyment.

Stat: Food captures the heart and spend of US teens

by CHLOE., New York by CHLOE., New York

American teenagers are prioritising spending on food brands, with the sector a key preference for Generation Z according to a report by Piper Sandler.

The study, which examines the mindsets, spending behaviour and lifestyle preferences of Gen Z in the US, finds that food spending among this group has risen to account for a 23% share of total spending, up from 21% in autumn 2020. Their highest-favoured food outlet is Chick-Fil-A, followed by Starbucks and Chipotle. Among plant-based brands, Impossible Foods and Beyond Meat are teens' joint top choices.

Another area of the research identifies the social media preferences of Gen Z, revealing that Snapchat is teens’ favourite platform (31%), followed by TikTok (30%) and Instagram (24%). This presents food brands with an opportunity to connect with consumers through engaging social media initiatives.

For more on the influence of social media platforms on the food and drink sector, discover our TikTok Tastes microtrend.

Previous News Articles
Natural Material Studio crafts decorative wall panels from brewery waste

News

Natural Material Studio crafts decorative wall panels from brewery waste

At Copenhagen Airport, a unique design element stands out in the Åben brewery restaurant: swirly panels crafted from spent grain, a by-product of b...
Food & Drink : Sustainability : Design
Stella McCartney and Veuve Clicquot create leather from grape waste

News

Stella McCartney and Veuve Clicquot create leather from grape waste

Stella McCartney and Veuve Clicquot have introduced a limited-edition collection of bags and bottle accessories made from a grape-based alternative...
Sustainability : Fashion : Luxury
Foresight Friday: Gabriela Białkowska, creative foresight analyst

News

Foresight Friday: Gabriela Białkowska, creative foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, creative foresight analys...
Foresight : Gaming : Technology
Stat: AI is high on fashion executives’ agenda for 2024

News

Stat: AI is high on fashion executives’ agenda for 2024

In the aftermath of generative AI’s explosive growth, the fashion industry is set for a transformative 2024 as executives look to harness the poten...
AI : Fashion : Technology
Flexibility defines Today Design’s Melbourne office

News

Flexibility defines Today Design’s Melbourne office

In the heart of Collingwood, Melbourne, digital agency Today Design has transformed a 900-square-metre area within a 12-storey block into a hub of ...
Design : Sustainability : Workplace
Youth movement Flor champions nature and biodiversity

News

Youth movement Flor champions nature and biodiversity

Bringing today’s hyper-connected youth closer to nature is no small feat. Youth organisation Flor has made the challenge of getting young people in...
Youth : Design : Society
Aesop blends tradition and modernity with music-inspired gift kits

News

Aesop blends tradition and modernity with music-inspired gift kits

Australian cosmetics brand Aesop is ringing in the holiday season with a unique blend of tradition and modernity.
Packaging : Design : Beauty
Stat: US teens are more price-conscious when choosing a university

News

Stat: US teens are more price-conscious when choosing a university

Scared by big student debt and high prices, US students are becoming more price-sensitive when it comes to higher education.
Education : Finance : Youth
Bacardi and The Future Laboratory unveil 2024 Cocktail Trends Report

News

Bacardi and The Future Laboratory unveil 2024 Cocktail Trends Report

Bacardi, in collaboration with The Future Laboratory, unveiled its fifth annual Cocktail Trends Report in December 2023. The research draws on insi...
Drink : Alcohol : Spirits
Balmain introduces hyper-realistic virtual try-ons powered by Bods

News

Balmain introduces hyper-realistic virtual try-ons powered by Bods

From the runway to the avatar realm, luxury house Balmain has called on fashion-fit technology company Bods to create a next-level virtual try-on t...
Fashion : Luxury : Technology
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more