Need To Know
08 : 05 : 23

Brazil – Acknowledging the growing recognition of the pro-age movement and the individual needs of older consumers, Beck’s Brewery has launched a limited-edition beer for those over 70.

Repackaged in silver grey colours, the beer has been reformulated with stronger bitter notes in view of how our taste buds age and develop more resistance to acidic flavours.

The brand has launched an anti-ageism campaign imagined by AKQA-Brazil alongside the release of Beck’s 70+. A parody short film features an older consumer having to produce ID as proof of age to buy a six-pack. In a tongue-in-cheek twist, the product is only available in stores when customers show their 70+ ID. The campaign also features billboards and posters showcasing individuals aged 70 and over challenging stereotypes while enjoying the age-positive brew.

‘The idea of ageing well, which used to be limited to a younger appearance, without wrinkles or grey hair, has gained new meanings,’ says Rodrigo Barbosa, creative director at AKQA. 'Today, ageing well is being able to continue enjoying all the most delicious experiences in life – including a great beer. It is a dialogue with the pro-ageing culture movement, which understands that age does not limit people's desires and aspirations.’

Overall, the promotion celebrates ageing in a new light – a democratic approach to drinking culture which we addressed in our Adaptive Appetites macrotrend.

Global – Unmind, a global platform through which employers can prioritise the mental health of their employees, has undergone a bold and vibrant rebranding designed by London-based branding agency Ragged Edge.

Backed by rigorous research and data, Unmind supports more than 2.5m users across 100 countries with interactive courses, tracking and assessments supporting psychological wellbeing to change how businesses think about mental health. Ragged Edge was brought in to reject the play-it-safe approach common in mental health communications. The agency built the new visual identity around ‘change you can feel’ by using a bold yellow colour – a beacon of hope – and combining human passion and statistical proof. The group photography shows strength in numbers, and the logo ‘People people, unite’ focuses on human experiences in the discussion around mental health.

As discussed in our Work States Futures macrotrend report, organisations seek solutions that move beyond their workplace and offer holistic wellness suited to employees’ post-pandemic lifestyles.

US – According to preliminary data from the biannual National Health Interview Survey released on 5 May 2023, about 11% of US adults surveyed in 2021 said they were cigarette smokers. Commissioned by The Centers for Disease Control and Prevention (CDC), the survey included responses from 27,000 people aged 18 and older. In 2020 and 2021, the same study stated that about 12.5% of US adults smoked cigarettes. Americans have been smoking less for decades due to cigarette taxes, tobacco product price hikes, smoking bans in public spaces and growing awareness of the dangers of smoking. Back in the mid-1960s, some 42% of US adults were smokers.

The CDC also highlighted that e-cigarette use rose to nearly 6% in 2022, from about 4.5% in 2021. Young consumers are driving this surge, with 14% of high school students admitting to using e-cigarettes while only 2% of high school students smoked cigarettes in 2022.

In our Cannabis Market report, we analysed how British American Tobacco is already preparing for its survival by investing £48m ($57m, €54m) in Charlotte’s Web, a market leader in hemp-derived CBD wellness products.