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Dupe culture has gained traction amid the cost-of-living crisis, with consumers seeking (and flaunting!) more affordable knockoffs. The practice was popularized on TikTok, racking up billions of views. Recognizing the demand for dupes of their popular Align leggings, cult athleisure brand Lululemon hosted a two-day event in May where customers could trade their Align dupes for the authentic product, free of charge.
This subversion tactic allowed Lululemon to insert itself into an ongoing cultural conversation while betting big on the power of its brand. Risky, but it worked — thousands turned up to get their hands on the real thing, some camping out overnight. Per one report, half of the guests that came through the activation were new to the brand.
Is your brand able to identify the cultural currents shaping your industry, and dive into them in a playful way? You've gotta be in it to win it 😉
The US Surgeon General released a report last month declaring that loneliness is at epidemic levels. This problem isn't limited to the US: in April 2023, the South Korean government announced it would pay up to USD 500 per month to combat loneliness among its youth.
Consumers are taking matters into their own hands, too. Google Trends revealed that searches for "how to make friends," "where to make friends," and "where to meet people" reached a record peak in May 2023.
Against this backdrop, brands are stepping into the role of social guides and guardians. Can you transform part of your brick-and-mortar locations into communal meeting spaces, lure loners out through gamification or join forces with institutions that are already fighting the good fight?
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