News 14.02.2024

Need to Know

Introducing the New Codes of Luxury, Tinder's subversive Valentine's Day activation and what makes Gen Z anxious on dating apps.

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 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 19 Crimes Limited Edition Valentine's Bottle, UK
19 Crimes Limited Edition Valentine's Bottle, UK 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 Advertisements 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 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

Previous News Articles
AirCar readies for launch, ushering in an era of casual air mobility

News

AirCar readies for launch, ushering in an era of casual air mobility

Slovakia’s Klein Vision has announced that its AirCar – a road-legal vehicle that converts into a certified aircraft in under two minutes – will be...
Mobility : Air Travel : Transport
Foresight Friday: Seyi Oduwole, foresight analyst

News

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Gen Z : Gen Beta
British Gen Alphas are listening to CDs and vinyl

News

British Gen Alphas are listening to CDs and vinyl

Nearly half of Generation Alpha are turning to physical music formats, according to new research from Key Production.
Gen Alpha : Music : Media
Social media star Kai Cenat launches Streamer University

News

Social media star Kai Cenat launches Streamer University

Twitch sensation Kai Cenat has launched Streamer University, a weekend-long experience for aspiring creators to collaborate, learn and produce cont...
Media : Entertainment : Education
De Beers to close its lab-grown diamond jewellery brand

News

De Beers to close its lab-grown diamond jewellery brand

De Beers Group has announced the closure of Lightbox, its lab-grown diamond jewellery brand, signalling a strategic retreat from the synthetic jewe...
Luxury : Sustainability : Jewellery
Financial mansplaining endures for a majority of British women

News

Financial mansplaining endures for a majority of British women

Gender bias in money matters is pushing British women out of financial conversations, according to new research commissioned by digital wealth mana...
Finance : Diversity : Inclusion
Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

News

Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

This year’s RHS Chelsea Flower Show invites visitors to interact with AI-enabled trees in the Avanade Intelligent Garden.
Technology : Nature : Sustainability
ITV launches deaf-led drama with BSL and silent ad break

News

ITV launches deaf-led drama with BSL and silent ad break

ITV is pushing the boundaries of inclusive storytelling with the launch of its new prime time drama Code of Silence, starring BAFTA-winning actor a...
Media : Diversity : Inclusion
Stat: Boomerang generation return home due to cost of living crisis

News

Stat: Boomerang generation return home due to cost of living crisis

The rising cost of living and unaffordable housing are fuelling a surge in adult children returning to the family home.
Family : Home : Youth
Manchester City brings grassroots spirit to kit launch

News

Manchester City brings grassroots spirit to kit launch

Manchester City Football Club has marked the launch of its 2025/2026 home kit with a short film that playfully blends football fandom, nostalgia an...
Sports : Design : Creative
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN