Need to Know
15 : 03 : 22

London – Building on its spas and Cowshed products, global hospitality and lifestyle brand Soho House has created a skincare line that harnesses its most valuable resource – its members.

The new range, Soho Skin, was developed by professionals who were guided by the advice, suggestions and needs of Soho House members. The debut collection consists of 11 products, all of which are created locally in the UK and calibrated to the tastes and preferences of its end users. The 24/7 Treatment, for example, combines fermented ingredients and magnesium to brighten and revitalise skin that has been exposed to hectic, travel-heavy lifestyles.

By crowdsourcing opinions for product development, the hospitality company can ensure it is catering for its members’ preferences and evolving habits. The company is also realising that its greatest value comes from the creatives and experts who make up its network, pushing the idea of Feedback Frontiers into new territories.

Canada – Swift Medical has announced the world’s first pocket-sized hyper-spectral imaging device, allowing people to monitor skin and wounds at home.

The Swift Ray 1 device attaches to a smartphone camera and allows seamless collection of clinical data beyond human observation by either a patient or carer in any setting. It can detect deep tissue injuries, infections and inhibited healing with the promise to help the 8.2m patients in North America alone suffering from chronic wounds and beyond (source: Business Wire). Swift Medical also emphasises that the device was designed for excellent results across skin tones, ensuring that its technology can be used by people of all races.

The innovation comes amid a boom in mobile health technology. Our African Mobile Technology Market identified the rise in M-health, or mobile health, across the continent, spotlighting both hardware and software solutions. Swift Medical’s announcement extends this trend to the North American market, drawing attention to the underserved field of wound care.

UK – As consumers and businesses react to the Russian invasion of Ukraine, older consumers are the most likely to avoid brands that continue to operate in Russia, according to research from YouGov cited by WARC. Almost two-thirds (65%) of those aged 54–64 say they are less likely to buy from brands that do not take a stance, compared with just 33% of those aged 18–24.

While 68% of respondents agree it’s important for brands to take a stand on the Russian invasion, older consumers are more consistent when it comes to acting on this. Surpassing the 54–64 age group even further, 67% of those aged 65+ let a brand’s Russia stance guide their purchasing choice.

Older consumers’ position on the Russian invasion shows how our Civic Brands macrotrend proliferates beyond values-driven Millennial and Gen Z consumers. Five years after we unveiled the trend, this research demonstrates how a purpose-driven approach to commerce and consumption dominates across age groups. While younger consumers are known to prioritise social justice and sustainability when they shop, it is clear that every age group has social or political concerns that feature meaningfully in their purchasing decisions.