Need to Know
24 : 05 : 23

Lisbon – Bar Ogilvy Portugal has created The Endangered Typeface campaign for Nature Portugal Association (ANP) and WWF, in partnership with Lisbon Zoo, to create dialogue about the sixth mass extinction.

The project is centred around a new typeface in which each letter represents a different endangered animal, with data taken from the International Union for Conservation of Nature’s (IUCN) Red List of Threatened Species. As the population of a species falls, the corresponding letter disappears by the same proportion. With its motto, ‘A living font, born to protect all animal life’, the campaign aims to create awareness about the progressive loss of biodiversity on the planet and its adverse impact on wildlife.

According to the IUCN, there are more than 42,000 endangered species. The Endangered Typeface aligns with our Graphic Activism design direction, which explores how creatives are using design as a tool for education and to share radical thinking. The campaign calls for people to download the font, make a donation and spread the word.

Spain – LVMH-owned brand Loewe recently invited customers into its garden with the Loewe Greenhouse, an itinerant Victorian greenhouse that travelled between Madrid, Seville, Malaga and Barcelona in April and May 2023. The pop-up store was inspired by the brand’s Botanical Rainbow line and Loewe Home Scents, both based on combinations of scents found in nature.

Inside the greenhouse, customers experienced Loewe’s perfumes, candles and scented objects surrounded by vegetation. The retail space also featured hangout spots adorned with flowers and plants to elevate the shopping experience.

In Hyperphysical Stores, we looked at similar initiatives from retailers aiming to make bricks-and-mortar stores more engaging and sensorial. Temporary pop-ups have no choice but to cut through the noise with unique experiences that meet clients’ higher retail standards.

Global – Conducted by Tinder, the Future of Dating report 2023 reveals that Gen Z, aged 18–25 and of prime dating age, are leading a dating renaissance, challenging norms and prioritising authenticity and mental wellbeing.

In true Gen Z fashion, they are approaching dating culture on their own terms. In practice this means a shift towards more spontaneity and simplicity. Gen Z show up to dates as their true selves and ditch mind games; 77% respond to a match within 30 minutes and 40% respond within five minutes on Tinder, rather than playing hard to get. Eighteen-to-25-year-olds are also 32% less likely to ghost someone than Millennials, preferring honest communication. Conversely, 73% of 33–38-year-olds say that dating games, such as playing hard to get or giving mixed signals, were widely considered to be normal when they were aged between 18 and 25.

At LS:N Global, we are tracking how Generation Z are rebooting dating for themselves, but also how this is affecting consumer attitudes in other age groups.