From Gen Z and beyond, explore emerging markets and micro shifts in youth consumer behaviour

Need to Know
21 : 11 : 22

The Future Laboratory joins Together Group, bio-active pillowcases for sleeping beauties, and Generation Z prioritise metaverse style.

The Future Laboratory joins Together Group

Photography by Laura Lewis for The Future Laboratory

Global – Together Group today announces that globally renowned consumer trends, futures and strategic foresight consultancy The Future Laboratory and its strategic foresight and consumer trends intelligence platform LS:N Global are joining the group’s family of founder-led luxury lifestyle agencies.

The transaction will be the seventh for the Together Group, augmenting the portfolio of exceptional agencies. Current significant stakeholdings are PURPLE, King & Partners, Noë & Associates, Construct London, Seven Dials City and Hot Pot China.

It marks a further step in Together Group’s mission to build the first group of agencies for the luxury lifestyle sectors in the world. As a part of Together Group, The Future Laboratory will continue to operate under its own brand and leadership team headed by its two co-founders, Martin Raymond and Christopher Sanderson, and its CEO Cliff Bunting.

After 20 years in the market, we are more than ready to reach out to even more decision-makers, influential strategists and brands globally to inspire them about future opportunities, helping to inform their strategies around this and prepare their businesses for the future.

Nike launches Dot Swoosh Web3 community platform

Nike Swoosh, US Nike Swoosh, US
Nike Swoosh, US Nike Swoosh, US

US ­– .Swoosh (pronounced Dot Swoosh) is Nike’s latest venture into Web3, an in-house platform dedicated to fostering ties among the brand’s digital community regardless of whether they are Web3 die-hards or NFT-curious Nike enthusiasts.

The blockchain-powered platform is designed to be an immersive Nike experience and a place of gathering for a ‘diverse and equitable community’ of athletes, creators, collectors and consumers. On Dot Swoosh, Nike members will be able to learn more about collections, collect digital assets, with Nike planning to eventually have the community co-create virtual pieces, such as shoes or jerseys.

Along the line, the brand hopes to introduce its first digital collection designed entirely by the platform’s community in 2023, further amplifying its community’s voice and inviting them to co-create Nike’s future. In addition, members involved in the design of the virtual product line will be guaranteed royalties on sales. Other community benefits include unlocking access to exclusive physical products and attending events with athletes or designers.

With the rise of Coterie Consumerism, co-creation opportunities and community platforms are a growing opportunity, especially for brands like Nike with large fandoms and engaged consumers.

Strategic opportunity

Invite your community deeper into your brand universe, giving access to exclusive content, events or products. Ultimately, allowing co-creation will boost loyalty

byMATTER optimises skin health during sleep

UK – Bio-positive homecare brand byMATTER is expanding beyond cleaning products with the launch of a new bio-active bedding range.

Designed to optimise skin health during sleep, the pillowcase is made from a patented fabric technology, Seacell, containing seaweed and enriched with a collagen treatment. As our body temperature rises throughout the night there is an increase in epidermal moisture, which creates the optimal environment for skin cell regeneration and nourishment. The bio-active properties present in the fabric enable an active exchange of amino acids, vitamins, minerals and antioxidants between the pillowcase and the skin. Even after multiple washes the performance of the fabric remains the same, further demonstrating the efficacy of the product.

While people spend an estimated one-third of their lives in bed, the conversation around sleep is still centred on rest optimisation, excluding all of the other elements that are involved with the ritual and the environment. byMATTER hopes to expand this view by offering products that fit comfortably into the home and our health routines.


Strategic opportunity

Consider how smart materials such as bio-active bedding or towels can optimise personal health in intimate situations such as the bedroom and the bathroom

Stat: Generation Z begin to prioritise metaverse style over real life

Forever 21 Shop City on Roblox, created by Virtual Brand Group, US Forever 21 Shop City on Roblox, created by Virtual Brand Group, US

US – New research shows that young people are heavily invested in digital fashion: in the US, two in five members of Gen Z now say they care more about how they express themselves through style in the digital world than in the real world.

The 2022 Metaverse Fashion Trends report has been released by Roblox and Parsons School of Design alongside the launch of a digital fashion academic curriculum. Delving into the relationship between style, digital style and identity, the study revealed that 70% of Gen Z take real-life fashion inspiration from dressing their avatars.

‘This data further underscores why the next generation of designers and brands will become deeply immersed in digital fashion – designing digital collections and dressing avatars,’ adds Christina Wootton, vice-president of global partnerships at Roblox.

The report also stresses the importance of diverse customisation options for avatars, both in terms of inclusive representation and rich personalisation options. Almost three-quarters of 18–24-year-olds are willing to spend money on digital fashion, with more than one in four having invested £17–84 ($20–100, €19–97) on a single item – underpinning the vast potential for growth of the avatar apparel market as young people acquire greater spending power.

Strategic opportunity

Digital fashion and self-expression go hand in hand for Gen Z consumers. Brands should be aware of the growth of fashion in digital environments as a viable vocation for this generation – and how this can translate into sales

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