News 12.06.2024

Need to Know

Heinz and Kappa co-create a fashionable football kit, Tokyo to launch a dating app to tackle declining marriage rates and integration of AI into daily life remains limited. 

Heinz and Kappa honour Italy’s game day sandwich-makers

Heinz and Kappa, Italy and UK

Italy – In collaboration with sportswear brand Kappa, Heinz has launched a football kit celebrating the unsung heroes of game days – Italy’s sandwich-makers. 

As part of a brand awareness campaign by Dude Milan, the kit celebrates the essential yet often overlooked role of caterers who keep football fans fed on match days. For the aptly named Paninari kit, traditional jerseys have been swapped for aprons featuring both Heinz and Kappa branding, a club badge, a collar with a sauce motif and the number 57. This creative partnership uniting food, sports and fashion has been revealed in a playful campaign film that parodies traditional football kit launch promos. 

By celebrating the Paninari subculture and the vital role of match day caterers, Heinz and Kappa are joining the growing host of brands using nostalgia and cultural references to create unique, engaging campaigns. In our upcoming sports and leisure macrotrend, we will delve more deeply into how fashion, gaming, marketing, hospitality and digital collaborations are transforming this area.

Strategic opportunity

Brands can create impactful campaigns by honouring overlooked community roles, blending cultural nostalgia with modern engagement strategies to foster deeper connections with their audience

Anthropologie launches adaptive fashion collection

Anthropologie adaptive clothing, US Anthropologie adaptive clothing, US
Anthropologie adaptive clothing, US Anthropologie adaptive clothing, US

US – Anthropologie has launched an adaptive apparel collection, re-imagining eight best-sellers to better fit the lives and needs of the disabled community.

The collection was designed in collaboration with Lucy Jones, founder and CEO of Ffora, a fashion lifestyle brand catering for consumers with disabilities, who introduced them to three members of the disabled community to fit-test each garment. The collection includes adapted versions of the best-selling Colette cropped wide-leg trousers and Somerset dress, in addition to denim wide-leg trousers, a henley T-shirt, a denim jacket, two dresses and a button-down shirt. The initiative was launched in response to feedback that adaptive fashion often prioritises function over style, leaving a gap in the market. Influencers Allison Lang, Maya Moore, April Lockhart and Bri Scalesse were enlisted to promote the collection, with each model also fit-testing the collection ahead of completion.  

In our Inclusive Fashion Market report, we unpacked how adaptive fashion is often viewed as a consumer-centric issue without considering the role of people with disabilities as designers. By collaborating with Lucy Jones and extensively fit-testing, Anthropologie’s collection is designed by and for the disabled community.

Strategic opportunity

Fashion brands should take inspiration from Anthropologie and collaborate with designers and customers with disabilities to create fashion-forward adaptive collections

The city of Tokyo to launch a dating app to combat loneliness

Japan – Tokyo City Hall is addressing Japan’s growing loneliness epidemic and falling marriage rates with the Futari Story initiative. This programme, which aims to help citizens form lasting relationships, will entail the launch of a dating app to connect singles. The initiative underlines the critical need for multi-faceted solutions to tackle social isolation and demographic decline that Prime Minister Fumio Kishida has called the country’s gravest crisis. This decline, reflected in the Health Ministry’s data, highlights a drop in marriages from 504,930 in 2022 to 474,717 in 2023, and in births from 770,759 to 727,277. 

The Tokyo Futari Story project aligns with broader national efforts, such as financial incentives for families and relaxed immigration policies to attract foreign workers. Youth’s waning interest in getting married and starting a family, exacerbated by long working hours and high costs – something we highlighted in our Emerging Youth Japan report – is a challenge other countries are facing too. The app’s success could set a precedent for other countries facing similar issues. 

SwipeMart by Tinder Japan

Strategic opportunity

As social isolation and demographic challenges escalate globally, businesses have a role to play. Can your company use technology and community-focused initiatives to foster societal wellbeing? 

Stat: Generative AI yet to be a daily habit for teens and young adults

Photography by Cottonbro Studio, Russia Photography by Cottonbro Studio, Russia

US – New research from Common Sense Media, Hopelab and Harvard’s Center for Digital Thriving reveals that while young Americans are beginning to explore generative AI, its integration into daily life remains limited. 

Following a survey of 1,274 US-based teens and young adults aged 14–22 at the end of 2023, the study found that only 4% use AI tools daily or almost daily. Moreover, 41% have never used AI and 8% are unaware of AI tools. Among those who engage with AI, the primary reasons for use include obtaining information (53%) and brainstorming (51%).  

Among those who have never used generative AI, the top reasons for not doing so are a belief that it wouldn’t be helpful (34%), concerns about its association with cheating or intellectual theft (24%), lack of knowledge about how to use it (23%), and privacy concerns (22%). 

In our Generations: Now and Next 2024–2025 report series we found that it will be Gen Alpha who lead the way in the full integration of AI into their schooling, work and lives in the same way that Gen Z embraced social media.  

Strategic opportunity

How is your company ensuring transparency about the data sources and methodologies behind your technology to promote ethical AI usage and build trust with cautious young consumers?

Previous News Articles
McDonald’s celebrates 50 years in the UK with nostalgic birthday campaign

News

McDonald’s celebrates 50 years in the UK with nostalgic birthday campaign

McDonald’s is celebrating 50 years since its first UK opening with a nostalgic campaign that brings back the joy of childhood birthday parties.
Food : Advertising : Nostalgia
Morrama launches mindful AI tools to support children’s mental health

News

Morrama launches mindful AI tools to support children’s mental health

Design consultancy Morrama has introduced a set of innovative AI tool concepts aimed at supporting children aged six or older to manage emotions, e...
AI : Technology : Youth
Foresight Friday: Simar Deol, foresight analyst

News

Foresight Friday: Simar Deol, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about.
Foresight : Foresight Friday : Blokette
Stat: Physical music sales increase for first time in 20 years

News

Stat: Physical music sales increase for first time in 20 years

Data from The Official Charts Company and BPI reveals that in the first half of 2024 more than 8 million physical album units have been sold, ...
Music : Pop Culture : Media
Oatly challenges dairy industry’s climate record in Washington

News

Oatly challenges dairy industry’s climate record in Washington

Alternative milk brand Oatly has taken a bold stand against the dairy industry’s climate impact by crashing the Dairy Foods Association’s lobbying ...
Sustainability : Food & Drink : Advertising
Mongolian Olympic team to don Michel & Amazonka ceremonial uniforms

News

Mongolian Olympic team to don Michel & Amazonka ceremonial uniforms

The Mongolian team participating in the upcoming Paris Olympic Games 2024 will adorn ceremonial uniforms designed by Michel & Amazonka.
Sports : Culture : Fashion
Mattel to make 90% of its games colour blind-accessible by 2025

News

Mattel to make 90% of its games colour blind-accessible by 2025

Toy giant Mattel is set to make 80% of its global game portfolio colour blind-accessible by the end of 2024, and 90% by 2025.
Gaming : Youth : Accesibility
Stat: Korean cultural wave set to double global spending by 2030

News

Stat: Korean cultural wave set to double global spending by 2030

Global spending on South Korean cultural products is projected to nearly double, reaching £109.7bn ($143bn, €130.8bn) by 2030, according to a study...
Culture : Shopping : Youth
LG unveils AI-activated Menopause Mode air conditioning units

News

LG unveils AI-activated Menopause Mode air conditioning units

LG is beta testing Menopause Mode, a new initiative aimed at alleviating the intense hot flushes experienced by menopausal women. 
Technology : AI : Health
Monday founder launches inclusive haircare line Being

News

Monday founder launches inclusive haircare line Being

The team behind Monday Haircare and Osāna Naturals has introduced Being, an affordable haircare line designed for all hair types.
Beauty : Inclusivity : Packaging
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

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more