Need to Know
07 : 09 : 21

Paris – Responding to the recent relaxation of pandemic restrictions in some regions, alcohol brand Pernod Ricard aims to deter young adults from unhealthy drinking habits. Driven by Anti-authenticity-style messaging, its Be Responsible, Drink More campaign uses irony to promote a more mindful return to partying. By showing drinkers in unfortunate scenarios due to excessive alcohol consumption, its digital and print communications all highlight the importance of drinking water alongside alcohol on future nights out.

Pernod Ricard is recognising the likelihood that younger audiences will return to hedonistic behaviours when it comes to socialising, and speaks to this audience by being realistic about their messier experiences. Buzzman, the creative agency behind the campaign, says: ‘We’ve all seen that one guy blacked out in a corner at a party with drawings all over his face… or the guy who falls asleep at the bar… Don’t want to be that guy? Drink more… water.’

While the brand is careful not to suggest complete avoidance of alcohol, its campaign messaging echoes some of the initiatives we’ve been tracking from non-alcoholic brands that are targeting more conscious hedonists.

Japan – Anaori is bringing Japanese culinary expertise to global audiences with its multi-purpose cooking tool. The Anaori Kakugama, which recently became available directly to consumers, uses carbon graphite technology to simulate ideal conditions to grill, simmer, poach, fry and steam food with umami flavours.

Available in two sizes, the tool is aimed at both professional chefs and at-home cooks. To promote the various culinary uses of the new technology, the brand is also hosting a global Naturality tour, partnering with international chefs across 24 cities in just six months. Appliances such as the Anaori Kakugama reflect the rise in Anti-intuitive Cooking, as more people seek tools and appliances that enable them to create restaurant-grade gourmet food at home.

Elsewhere in the sector, we’ve explored the ways that technology is bolstering people’s flavour experiences from the comfort of their own kitchens – leading to a generation of Countertop Connoisseurs.

Once associated with the height of cool, today's youth are no longer interested in mobile phone ringtones. Data from Sensor Tower shows a decline in ringtone-related app downloads in recent years as young people increasingly prefer to keep their phones in silent mode.

The research shows that installations of ringtones in the UK fell by a fifth (20%) between 2016 and 2020, from 4.6m to 3.7m. Although ringtones became a popular way for mobile users to personalise their phones and social identity in the early 2000s, their decline comes as young people opt for more private ways of communicating.

With many young people feeling distracted and overwhelmed by digital notifications, they are scaling back their reliance on technology. To see how privacy has formed part of Generation Z's identity, read our macrotrend Paradox Personas.