A monthly "what's hot" zoom, carefully analyzed and selected by our strategic planning team. Notre équipe de planning stratégique réuni tous les mois le meilleure des marques … Juin 2018

1. FOOD FOR THOUGHT #6
A monthly “what’s hot” zoom,
carefully analyzed and selected by our strategic planning
team

2. SUMMARY

3. BRAND marketing communication / social media
TREND socio-cultural change
INNOVATION ideation / creativity
SHOPPER & RETAIL EXPERIENCE consumer / e-
consumer
INDUSTRIES FMCG / health / mobility/ luxury/ services
MUST SEE culture / events
FUN

4. BRAND

5. LIGHT AND AIR QUALITY AFFECT
OUR WELL-BEING
Velux, the window and skylight brand, has gone to
extreme measures to persuade people to let a little fresh
air into their homes in a new online film.
The film, entitled "The Indoor Generation”, is narrated by
an almost unnaturally pale little girl who explains that her
generation is being raised in a society that spends too
much time indoors.
She describes how society has built itself homes imbued
with artificial light, chemicals and toxicants and has kept
out daylight and fresh air--resulting in conditions such as
asthma and allergies and kids who can't concentrate in
school.
Read: https://www.velux.fr/indoorgeneration

7. TRENDS

8. ALCOHOL IS BECOMING OUT
Today’s wellness-focused consumers are turning their
backs on alcohol. The global alcohol market saw a
sluggish performance in 2016, including the first decline
in consumption in the United States since 2011. By
comparison, the global non-alcoholic beverage market is
projected to reach $1.6 trillion by 2025, up from just over
$967 billion in 2016.
In the future, people will look for other experiences
around non or less alcoholic consumptions such as:
• Alcohol-free alcohol
• Boom of coffee and hot tea as a credible alternative to
alcohol (Fera restaurant launched an ambient brew tea
tea pairing menu)
• Responsible and reasoned brand discourse (Heineken
– “When you drive, never drink” )
Heineken ad: https://lareclame.fr/publicisitaly-heineken-
nocompromise-201105

10. SELF-ADAPTING AND PERFORMANCE
ENHANCING SPORTSWEAR
At Milan Design Week, Puma and MIT Design lab explores how
bacteria could be used within sportswear design to improve
performance and sustainability.
• The Breathing Shoe is a trainer that changes in response to the
biology of the wearer. The upper sole is made from a material
molded to include cavities that are filled with bacteria.
Responding to heat generated by the wearer, the bacteria eat
away at the material to create a unique pattern of air passages.
• The Carbon Eaters T-Shirt features a small round button
containing organisms that respond to carbon in the air,
changing color to indicate air quality and the presence of high
levels of substances that might affect your performance.
Read:https://www.dezeen.com/2018/05/24/mit-media-lab-puma-future-
sportswear-design/

11. SHOPPER &

12. THE NEW FACE OF
CONVENIENCE STORES
The local convenience store is undergoing a healthy
transformation to meet the demands of a rising number
of health-conscious consumers. According to a 2017
study, 68% of US millennials will pay more for organic
food and 66% will pay extra for sustainable food,
revealing a consumer group helping to bring organic and
locally sourced products into the mainstream.
• The Goods Mart opened last month and carries 300
earth-friendly items with the aim to tackle the archaic
7-Eleven
• Choice Market is striking a balance between healthy
and processed snacks, by mixing 70% of natural and
organic products and 30% of indulgent treats
Read: https://www.jwtintelligence.com/2018/05/new-convenience-
store/

13. INDUSTRIES

15. ZERO WASTE GOAL
A research led by the National Federation of Women’s
Institutes (NFWI) found that less than half of respondents
respondents understood what “best before” dates mean.
It may be confused by the difference between “Best
Before” and “Use By” dates on food that leads to
perfectly edible items being thrown away before they
need to be discarded.
In such a context, TESCO has announced plans to remove
remove best before dates from almost 70 fruit and
vegetable products in an effort to reduce the amount of
usable food being thrown away.
Website:
best-before-dates-remove-food-waste-fruit-vegetables-
a8362731.html

16. +HEALTH

17. THE “SLEEP” ECONOMY
The holistic approach to wellness means increasing sleep
sleep as one of the three pillars of health. We’re in the
midst of a soporific renaissance as innovators respond to
our culture’s chronic undervaluation of sleep. For
example:
• Gwyneth Paltrow highlights the importance of “clean
sleeping” in her latest book “Goop Clean Beauty”, as
the right amount of sleep determines everything from
appetite to energy levels.
• Fitness brand, Equinox, is introducing dedicated sleep
coaching sessions as part of its Tier X Personal
Training Offering. Based on extensive research led, the
the brand discovered the correlation between sleep
coaching and performance benefits, including
increased aerobic performance, a decrease in body fat
and increased endurance.
Read: https://www.fastcompany.com/40574560/equinox-says-sleep-
coaches-can-improve-your-fitness

18. +MOBILITY

19. FANS MAKE THE BEST SALESFOLK
Honda recently came up with a creative way of
addressing a problem: lack of dealerships on the French
market.
The brand released a campaign (#HONDANEXTDOOR) to
to identify brand ambassadors from among owners of its
current models — people who already know how it feels
to drive a CR-V or HR-V, and are probably even better
equipped than typical salesman to promote these
models.
Ten people were selected in all, and their garages were
converted into pop-up dealerships throughout French
suburbia.
The campaign reached over a million people, generating
thousands of leads, and over three weekends, over a
thousand people signed up to visit dealerships.

21. +LUXURY

22. GUCCI COMITS
TO SUSTAINABILITY
Gucci has pledged its commitment to sustainability and
transparency by launching Gucci Equilibrium, an online
platform “designed to connect people, planet and
purpose” in the context of Gucci’s 10-year sustainability
plan. The House’s mission is to bring positive change to
secure the collective future.
- People: Gucci is recognizing the value of its employees
employees and is working to enhance the lives of the
individuals who make its products by supporting local
communities
- Environment: Gucci highlights its commitment to
reduce its environmental impacts by setting targets to
develop a new standard in luxury
- New models: Gucci also underlines its use of technical
innovation to improve efficiency in its production and
logistics
Website: http://equilibrium.gucci.com/

24. FINANCE WITH FEELING
Creative agency Superimpose’s latest concept project,
Emoticash, envisages how alternative data currencies will
will be used to reward consumers for providing real-time
brand feedback.
The project uses emotional detection and recognition
(EDR) technology to record and interpret users’
emotional responses to a brand’s product or service,
offering participants something tangible in exchange for
the raw data relating to their emotional feedback. Users
can spend their Emoticash on wellbeing activities such as
as yoga sessions and gong baths.
Website: http://superimpose.global/post/emoticash-finance-with-
feeling

26. THE LARGEST EXHIBITION
OF FRIDA KAHLO FOR FREE
There's nothing quite like going to a museum to view a
retrospective of a renowned artist. But for those who
cannot do so, Google's offered up a neat solution.
The Arts & Culture arm of the tech company has worked
with museums and collections around the world to
an online exhibit dedicated to the life and art of Frida
Kahlo.
The exhibition is called “Faces of Frida” and features
Kahlo's paintings, snippets of her diary, reimagined
works, and editorial pieces exploring hidden meaning
behind her paintings and her relationship to folk art.
There are 800 items in total, and the exhibit is a joint
effort between 33 museums spanning 7 countries.
See: https://artsandculture.google.com/project/frida-kahlo

28. SPOILER ALERT
HBO‘s show, Game of Thrones, is still one long year away
away from returning to the small screen. As fans continue
continue to theorize about their favorite characters and
whether or not they will live or die, DataRobot, has just
created an algorithm to predict the next character to die.
To do so, an AI gathered data from a fan-created Wiki
page and studied over 2,000 living and dead
characters based on the books (not the show) and
taking into account traits such as gender, age, house,
and nobility status amongst other variables.
Let’s bet who will be the next?
Read: https://www.springwise.com/algorithm-predicts-game-
character-will-die-next/?newsletter-
token=db699b93fbef3bcf7fa688e2fea96d0d&utm_campaign=12046
0_Springwise%20Daily%20-%202018-05-
22&utm_medium=email&utm_source=Newsletter&dm_i=3GJ2,PTH
Y,5J63S9,2MPK3,1

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