LSN : Daily Signals : Foresight Friday: Emily Rhodes, creative foresight analyst

CES 2024 daily recap: Construction site futures, AI-powered cars and Will.i.am

MBUX Sound Drive by Mercedes-AMG and Will.i.am, US

US – Day two of the Consumer Electronics Show started with HD Hyundai’s keynote address delivered by CEO Kisun Chung emphasising the slow tech adoption in the construction industry. He deplored the current 400,000 unfilled construction jobs and the forecast shortage of 3.2m workers in the next decade in the US, explaining that these have pushed HD Hyundai to use AI and robotics to develop machinery like excavators that autonomously plan and survey construction sites. The firm’s machines, along with X-Wise Xite, a data-driven AI-powered site management solution, aim to enhance safety, reduce CO2 emissions by over 30%, and align with HD Hyundai's long-term vision of introducing autonomous machinery to eliminate downtime and foresee risks in construction projects.

Cars were also top of mind. During an interview, wireless tech and semiconductor firm Qualcomm's CEO Cristiano Amon compared tomorrow’s cars to our current laptops and smartphones. He said: ‘The car is a new computing space. You have your phone, laptop and desktop, but now you also have the car.’ To him, the next step for businesses is to design automotive spaces like Windows PCs and iPhones were decades ago. 'Salesforce is embedded into our Snapdragon Cockpit platform so that people can do CRM [customer relationship management] from their car. Soon, insurance companies, gaming, television and content distributors will all be embedded in cars.’

Taking in-car experiences to new frontiers, Mercedes-AMG introduced MBUX Sound Drive, an innovative feature developed with musician Will.i.am. This interactive musical experience synchronises music with driving actions like acceleration and braking, turning the car into its own orchestra – as the maestro, the driver can choose genres for specific functions and create a personalised auditory experience.

In Auto Entertainment, we previously analysed how the car sector is drawing from virtual platforms, extended reality and even cryptocurrencies to create immersive and entertaining in-vehicle experiences.

Strategic opportunity

Recognise connected cars as a new computing space. Can you optimise your online presence to cater for in-car CRM, search and AI-powered recommendations?

Loewe celebrates Chinese New Year with exclusive jade collection

Loewe Jade collection, Spain and China

China – Luxury fashion brand Loewe has unveiled a collection of five jade pendants to mark the upcoming Lunar New Year on 10 February. The result of a collaboration with renowned jade carvers Cheng Lei, Qiu Qijing and Yin Xiaojin, each pendant is a testament to Loewe’s dedication to craftsmanship, a subject we explore further in Luxury Recrafted. These meticulously hand-carved pieces come complete with 18ct gold chains, and celebrate the precision and vibrant hues of Chinese jade carving.

This exclusive collection is only available at Loewe Casa flagship stores in Shanghai, Beijing and Chengdu. Local audiences have applauded Loewe’s cultural campaign, which consistently pays homage to Chinese traditions. Since the pandemic, Chinese consumers have increased their domestic spending, as we revealed in State of Luxury: Post-lockdown China.

Loewe’s unconventional celebration of the Year of the Dragon focuses on China’s ancient jade culture, offering a fresh perspective on Chinese New Year. This approach, rooted in the symbolism of purity, wisdom and good fortune associated with jade, sets Loewe apart from brands that rely on stereotypical zodiac imagery typically associated with Chinese culture.

Strategic opportunity

Loewe’s commitment to authentic cultural storytelling sets the bar high for competitors. Western brands looking to gain market share in China should invest in local arts and crafts while making sure they appreciate and not appropriate

Foresight Friday: Emily Rhodes, creative foresight analyst

Photography by The Future Laboratory

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, creative foresight analyst Emily Rhodes reflects on the Golden Globe Awards, dives into the fediverse and unpacks Pornhub’s Year in Review.

: This week started Stateside with all the drama from the 81st Golden Globe Awards. Lily Gladstone made history, becoming the first Indigenous person to win a Golden Globe for best actress, Gillian Anderson walked the red carpet wearing a gown embroidered with vulvas and host Jo Koy missed the entire point of Barbie. A night of highs and lows to say the least.

: Is 2024 the year of the fediverse? A decentralised social media landscape where platforms can interact with each other while remaining independent, the fediverse is ad-free and community-owned. In recent years, Gen Z have been favouring such private online communities shielded from brands, coining the term the ‘cozy web’. For brands, this means experimenting with new marketing strategies to reach consumers in ever-evolving online spaces.

: On Tuesday 9 January, Pornhub released its 2023 Year in Review. Interestingly, ‘sexual healing’ was named as one of the platform’s top five trends, with searches for ‘therapy’ up by 344% globally in 2023. Terms around physical healing were also a hit, with searches for ‘massage therapy’ up by 76% and ‘personal trainer’ growing by 85%. Clearly, society’s appetite for wellness is being reflected in the bedroom.

Quote of the week

‘*sigh*’

Everyone at the Golden Globes apart from Jo Koy

Stat: Young Britons drive demand for low- and no-alcohol drinks

Bō Kiri, UK

UK – By embracing sober lifestyles, young people are fuelling the no- and low-alcohol beverage market. A new study carried out by YouGov for the Portman Group reveals that almost half of Britain’s youngest drinkers are turning down alcoholic drinks in favour of low- or no-alcohol options.

The survey confirms the widespread belief that younger people don’t drink as much as previous generations. Data suggests that 18–24-year-olds are the most sober age group overall, with 39% not drinking alcohol at all. More interestingly, 44% of young people in the UK consider themselves either occasional or regular drinkers of alcohol alternatives, up from 31% in 2022. In addition, 23% of this group say that alcohol alternatives have helped them cut down drinking.

‘It is welcome to see a rise in the popularity of low- and no-alcohol alternatives as well as further evidence of how they are an important tool to help younger adults drink responsibly,’ says Portman Group’s CEO Matt Lambert.

As Gen Z embrace sober curiosity, we expect Sober Bars to become a social destination of choice for future generations.

Strategic opportunity

Younger generations are proving that the No-Lo space is not a fad, but a real market opportunity for brands to explore. Soft drinks and sugary mocktails don’t cut it – sober-curious consumers have grown to expect exciting flavour profiles that have nothing to envy from alcoholic counterparts