News 18.06.2024

Need to Know

A daily recap from Cannes Lions 2024, Strange Water for health-conscious consumers and why older workers are essential to the UK’s economic growth.

Cannes Lions 2024 daily recap: Reddit’s recipe for authenticity

Cannes Lions International Festival of Creativity 2023, France Cannes Lions International Festival of Creativity 2023, France

France – Cannes Lions, the premier advertising and marketing festival, has returned to Le Palais des Festivals et des Congrès for its 71st edition. Situated on Cannes’ prestigious Plage de la Croisette, the annual event began on 17 June, and attracted top minds from the creative industries. 

The opening sessions featured chief marketing officers from Mondelez, Canva and The Coca-Cola Company. These leaders shared insights behind some of the world’s most innovative campaigns. Manolo Arroyo, executive vice-president and global chief marketing officer at The Coca-Cola Company, noted: ‘Creativity is about leadership. It is about inviting people into a discussion – which not every leader finds comfortable, but it offers the best insights.’

Other leaders highlighted the importance of connection and authenticity. Reddit CEO Steve Huffman explained how Reddit differs from other social media platforms by fostering genuine and authentic community. ‘Our product is people, conversations and communities,’ he said, emphasising the platform’s unique ability to bring people together over shared passions. 

The day concluded with EGOT winner John Legend and his multi-talented wife, Chrissy Teigen, who stressed the importance of authenticity in the saturated market of celebrity products. ‘She celebrates the things she really loves,’ Legend said about his wife. ‘She’ll call out a small business on her Instagram and that’s how she builds trust.’

For more insights on how authenticity has become the number one currency on social media, head to our analysis of The Rise of the Expert Influencer

Strategic opportunity

Harness the power of celebrity endorsements by selecting celebrities who genuinely love your products and can authentically engage with your audience

Luna Daily launches Motherhood pregnancy and post-birth collection

Motherhood collection by Luna Daily, UK Motherhood collection by Luna Daily, UK
Motherhood collection by Luna Daily, UK Motherhood collection by Luna Daily, UK

UK – Microbiome-balancing bodycare brand Luna Daily has launched a Motherhood collection, developed to support skin through pregnancy and post-birth.

Formulated in collaboration with dermatologists, gynaecologists and a pelvic floor physiotherapist, the collection includes a Post-Birth Soothing Spray, Perineal Prep Oil, Everywhere Motherhood Wash, Nip + Lip Balm, Hospital Bag Essentials Kit, and Mum to Be Kit.

Luna Daily was launched in 2019 to provide a taboo-free, science-backed range of body and intimate care for women. Alongside the new collection, Luna Daily has also partnered with Peanut, a platform for women that collaborates with brands to help their community navigate various life stages, further supporting its customer base.

The Motherhood collection taps into an industry shift towards science-backed, active and ingredient-led bodycare products that contribute to consumers’ overall health and wellbeing, as identified in our Skintellectual Bodycare report.

Strategic opportunity

Consider creating products that appeal to skintellectual consumers through science-backed formulas and educational messaging, addressing women’s health issues without resorting to euphemisms or infantilising branding

Strange Water unveils healthy sparkling coconut water

Strange Water, US Strange Water, US

US – Strange Water has launched a new line of canned coconut water, offering a refreshing twist on a beloved natural beverage. Available in both a flat and sparkling option, Strange Water sources its coconuts from Vietnam, ensuring an all-natural, vegan, genetically modified organism-free and cruelty-free product. Each 12-ounce can contains just 80 calories and pure coconut water.

The ingredient list features vitamin C and no added sweeteners. The label also emphasises that the products are rich in natural electrolytes. Strange Water’s sparkling option sets it apart in a market dominated by still and flavoured coconut waters, helping the brand appeal to a broader base of coconut water consumers.

Strange Water’s debut links to our Food and Drink macrotrend report, Functional Feasting, which delved into how water is undergoing a makeover, and featured several brands experimenting with functional ingredients in water.

Strategic opportunity

Incorporate functional ingredients such as vitamins, minerals and natural electrolytes into products to meet the growing demand for health-boosting beverages

Stat: Older workers are key to the UK’s economic growth

Patagonia, US Patagonia, US

UK – The UK’s economic future hinges on mobilising its older workforce, according to a report by the Centre for Ageing Better (CAB).  

According to the charity, closing the employment rate gap between older and younger workers could inject an additional £9bn ($11.4bn, €10.6bn) annually into the economy, including £1.6bn ($2bn, €1.9bn) in income tax and national insurance contributions.  

CAB outlines how older workers are being let down by ageism and bias in the labour market, in addition to a lack of flexible working and health support, and limited opportunities for skill development.  

In response, the charity is calling for political parties to sign its 50+ Employment Commitment, promising to raise the employment rate of workers aged between 50 and 64 to 75% by 2030. This commitment would lead to half a million more 50–64-year-olds in work.    

In the foresight section of our Gen X Now and Next 2024–2025 report we analysed how this generation are likely to make the transition to ‘worktirement’, rather than retirement, in their 60s, working a couple of days a week alongside an increase in time spent on leisure pursuits. This will help combat financial insecurities and rising loneliness, as well as boosting the economy. 

Strategic opportunity

Consider revisiting flexible working policies and launching upskilling initiatives to create employment opportunities for older workers, harnessing their potential to boost economic growth and foster a more inclusive workforce

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