LSN : News : Discover LS:N Global’s latest macrotrend, Luxury States: New Codes of Luxury 2024

Discover LS:N Global’s latest macrotrend, Luxury States: New Codes of Luxury 2024–2025

New Frontiers by Neiman Marcus. Photography by Arnaud Lajeunie, US

Global – In the face of economic turmoil, the luxury sector has proved its resilience and socio-economic cachet, boasting double-digit growth and record-breaking valuations. But the sector cannot rest on its laurels.

In our new macrotrend report, we introduce the Five Luxury States. As part of The Future Laboratory’s proprietary strategic framework examining people’s emotional and psychological journeys through the luxury sector, we take a peek into the future of luxury consumption and the challenges ahead for industry insiders.

The Five States (Acquisition, Discernment, Emotion, Responsibility and Elevation) are the key drivers that the luxury industry should take into account when planning new strategies to reach Gen Z consumers, setting more ambitious environmental, social and governance goals or investing in culture to remain relevant.

In the full report, you will find best-in-class case studies, key innovators, market statistics, future scenarios and strategic implications you can apply to your business.

Members of LS:N Global can access the full report and our strategic worksheets here.

Find out more

How is your brand adapting to the new luxury codes? Get in touch now to book our renowned strategists to deliver a high-impact sprint service specific to you and your team

19 Crimes introduces throuple-themed wine for Valentine's Day

19 Crimes Limited Edition Valentine's Bottle, UK

UK – Australian wine label 19 Crimes is courting the Valentine's Day crowd with the release of a new bottle size tailored for unconventional love dynamics. Embracing the concept of throuples, the company aims to challenge traditional notions of romance typically centred around pairs by creating a throuple-sized bottle.

Inspired by insights revealing shifting perspectives on monogamy among younger generations, 19 Crimes' innovative bottle design acknowledges the growing acceptance of polyamorous relationships. Its own research indicates that one in five Gen Z and Millennials view monogamy as outdated, while two in five expressed an openness to alternative relationship structures.

The throuple bottle, boasting a capacity of 1,125ml, fills the gap between standard and magnum-sized bottles. Crafted to ensure equitable enjoyment among three individuals, each receiving three 125ml glasses, this fruity prototype is a thoughtful gesture toward inclusivity in celebrating love in non-traditional arrangements – a topic we explore further in Modern Marriage.

Strategic opportunity

Brands must recognise that young people’s concept of romance and relationships hinges on diversity and non-traditionality. Consider revamping your marketing and comms to better align with these shifting values to stay relevant in the minds of young consumers

Tinder covers up regrettable tattoos this Valentine’s Day

US - This Valentine’s Day, dating app Tinder is offering free tattoo cover-ups for people with regrettable tattoos from their previous relationships, such as an ex’s name or portrait.

Until 16 February 2024, those with ‘ex-inspired ink’ can apply for a free cover-up at a parlour in New York, Miami, Los Angeles or Austin by applying with an explanation of why they regret the tattoo and what they would get it covered up with.

The Ink Twice campaign follows Tinder’s survey of single adults with tattoos in early 2024, which found that 52% with ex-inspired ink said they would like a cover-up and just under half (43%) of respondents said dating someone with a tattoo from a past relationship would be a ‘dealbreaker’.

In 2023, we published a report looking at how Subversive Sustainability Advertisemen ts were using humour to cut through consumers' eco-fatigue and scepticism. Now, brands are applying this strategy to creative campaigns too. Rather than lean into gimmicky romantic content, Tinder’s Ink Twice campaign appeals to those with an appetite for humour and absurdity.

Ink Twice by Tinder, US

Strategic opportunity

When it comes to targeting Gen Z, reject the conventional and create a standout brand identity by leaning into the unserious and memeified content and tone of voice rife on social media

Stat: Hinge reveals what makes Gen Z anxious on dating apps

Hinge, US

US – Using its extensive global user base, dating app Hinge polled more than 15,000 people for its DATE (Data, Advice, Trends and Expertise) report, unpacking insights on Gen Z dating trends.

Conducted by Hinge’s team of PhD researchers and behavioural science experts, the study explored youth’s shifting dating criteria and concerns. While Gen Z come across as a confident group when it comes to dating, a whopping 95% confessed to fearing rejection. In addition, Gen Z singles are 25% more likely to say that the pandemic made them less confident on a first date than their Millennial counterparts.

The report also emphasised the growing importance of digital body language (DBL), the 'non-verbal sub-text of digital interactions such as emojis, punctuation, message length and response time'. A majority (77%) of Hinge daters think DBL reveals a lot about someone’s intentions, and 56% admit they’ve over-analysed someone’s digital behaviour.

In Five Apps Introducing the Next Generation of Dating, LS:N Global explores how dating apps are looking beyond the swipe, evolving to align more closely with Gen Z’s relationship priorities and digital behaviours.

Strategic opportunity

Understanding Gen Z’s digital personas and etiquette is key for businesses hoping to court this generation. Examine your brand’s DBL and evaluate whether how it is perceived matches your brand identity