Need to Know
07 : 12 : 22

New York – New plant-based milk brand KiddiWinks understands that selling to Gen Alpha primarily means selling to their parents. The balance of appealing visuals, nutritional information and educational storytelling is crucial.

Created by Brooklyn-based Young Jerks, with website design by London creative agency Wildish & Co, KiddiWinks’ eye-catching branding identity and packaging system features an illustration-led design system, placing playful typography and cute animal characters at the heart of the brand.

‘We wanted this to feel natural and cool – to have kids want to drink a non-dairy milk, but also to get parents to choose this non-dairy milk, because it’s something they feel they can trust,’ says Kelly Thorn, senior art director at Young Jerks.

KiddiWinks is initially being sold online in the US and the brand typifies the next progression for plant-based diets, which is tailoring them for kids, as we explore in our Design Direction, Pliable Playscapes.

Southeast Asia – Resurgent Muslim faith is transforming consumerism in Southeast Asia, according to a recent survey by Wunderman Thompson Intelligence and VMLY&R Malaysia.

Muslims of today believe they are more religious than their parents were at their age, with just 21% saying they are less observant than their parents, and 45% saying they are just as devout. Some 91% say their relationship with God is very important in their life, on a par with health (91%) and family (89%). Wealth, passion and fame were low on the priority list.

The purpose of the study, however, was not only to highlight the evolving narrative on religion, but also to demonstrate the effect it has on purchasing habits. ‘Muslim consumers are increasingly overlaying their religious beliefs on purchase decisions, and how they do so is constantly evolving,’ says Chen May Yee, Asia-Pacific director for Wunderman Thompson Intelligence. While categories such as beauty and fashion have started to pay attention to a quarter of the world’s population, there are still various industries that should be considering this audience. ‘New technologies bring new questions – for example, is the metaverse halal?’ says Chen May Yee.

Launching this Thursday, our new Future Forecast 2023 collection will highlight the top 50 consumer trends for 2023. The report and webinar collection, featuring a PDF report and 30-minute webinar, explores how businesses can use the trends that will shape consumer behaviour in the coming months, and discover unexpected areas of growth. It covers 10 sectors:

: Beauty

: Health & Wellness

: Food

: Drink

: Travel & Hospitality

: Luxury

: Fashion

: Retail

: Media & Technology

: Youth

Innovation through turbulence and uncertainty can be used to take on the challenges that are designed to make tomorrow different, but crucially, to make it better and more regenerative.