Today, romance is a culturally influential genre in entertainment, fuelled by a global, hyper-engaged fandom. Romance readers form communities around the stories they read by showing up for author events, debating character arcs online, and rallying around adaptations. What was once niche now mirrors the energy of major pop-culture fandoms.

For brands, this shift matters. The romance genre thrives because it prioritizes emotion, belonging, and continuity, qualities that audiences increasingly expect from brands as well.

So, what can brands learn from this space?

• Lead with emotion, not just messaging: Romance works because it makes people feel something. Brands that show empathy and emotional intelligence earn deeper engagement.

• Create spaces for participation: Romance fandoms thrive on discussion and shared experience. Brands can create spaces (digital or physical) where audiences feel invited to react, contribute, and connect with one another.

• Think in long-term stories: Romance rewards loyalty through ongoing narratives. Brands that build over time, rather than relying on one-off moments, are more likely to stick.

• Understand cultural codes: Romance fans are fluent in tropes and subgenres. Authenticity comes from understanding these nuances, not chasing trends.

The stigma around romance fandom has largely disappeared. Today, loving the genre is worn as a badge of pride.

For a deeper look at the romance boom and what it means for brands, read the full article from Reema “The Romance Boom: What Brands need to know about this Hyper Engaged Community” on The Branding Journal

Three forces are disrupting flavor as we know it:

1. Emotional flavoring

Gen Z picks flavors based on how they want to feel, not just what they want to taste. Calm, cosy, chaotic, nostalgic, emotion is now a key flavour driver.

2. Visual-first choices

Food decisions increasingly start on a screen. If a flavor doesn’t look good, it doesn’t make the cut. Aesthetic impact is becoming as important as sensory impact.

3. Cultural mashups

This generation remixes global influences playfully: sweet-heat blends, nostalgic comfort meets chaotic crunch, unexpected pairings that tell a story. And its already extending to Gen Alpha too.

As such, flavor strategies need a reset. Brands must design for emotion, test ideas visually, build ‘flavour worlds’ and use culture, not category cues, as their starting point.

We’ve created a framework to help brands do exactly that.

Want to know more?
Explore the Edible Escapism Flavor Strategy

If your flavor pipeline is still built for yesterday’s consumer, now’s the moment to rethink it.

The world is obsessed with romance and dating. The old saying is “sex sells” but what sells even more than sex is love. According to a recent report from Bumble, over half (52%) of women globally are self-proclaimed romantics who love love. This is no surprise: love is the most transformative and yet the most commodified force in the world. Everyone wants some version of it, right? This definitely feels true as we are continually inundated with dating reality shows, from Love Island to Love is Blind to Ex on the Beach to Married at First Sight.

Despite this, no one appears to be having a good time dating right now. You only have to open TikTok to quickly find a viral video detailing a ridiculous but hilarious dating horror story. From viral content like Who TF Did I Marry?, Dating Wrapped and illustrations of dating disasters, there’s a hunger for stories about dating. Yes, it’s entertaining, but it also shows how widespread these kinds of experiences are.

The dating apps popular today have taken the essence of traditional dating websites, like Plenty of Fish and Match.com, and combined them with sophisticated algorithms and filters. For a while, it was going really well.

According to one survey, 39% of American heterosexual couples reported meeting their partner online in 2017, compared to 22% in 2009. Similarly, the study found 65% of same-sex couples met their partner online. Apps revolutionised dating, giving access to a bigger pool of people than ever before.

However, that popularity is waning. According to Ofcom’s 2024 report, dating app use declined significantly between 2023 and 2024, with a drop of almost 16% in the use of the top 10 most popular dating apps last year.

So, what’s behind this decline?

Concerns about personal safety: In recent years, the dark side of dating apps has been widely documented. From The Tinder Swindler to My Lover, the Killer, people, especially women, have been given a deep awareness of the risks from app interactions. These examples are extreme but smaller acts of harassment, such as unwanted nudes or aggressive messages, are regularly reported by users: more than a third of women under 40 have received unsolicited sexual photos, according to a 2024 YouGov survey. This happens so often that as of 2024 “cyberflashing” is now a criminal offence.

Dating app fatigue: In 2024, Forbes Health reported that 78% of dating app users reportedly feel “emotionally, mentally, or physically exhausted” by them. Most users are active on multiple apps at a time to increase their chances of finding potential connections but, for a lot of daters, this does not yield better results. This often leads to them deleting the apps, only to find themselves back on them again, repeating the same exhausting cycle.

Increasing cost of apps: Many are still free to use but most apps now offer additional subscription plans that profess to provide a better service, such as stronger recommendations, more likes, or the ability to set more dating preferences. Life is now full of an endless offer of subscriptions and yet these additional services still can’t guarantee success, leaving people disillusioned with the whole experience.

User and algorithmic biases: Statistically, Black women and East Asian men are least likely to have success on dating apps. Apryl Williams, author of “Not My Type: Automating Sexual Racism in Online Dating" explained that “Black women are often over-targeted by those seeking exoticism, but a study also found they are classed as the least desired dating demographic”. Dating apps, like many other apps, tend to centre the white experience. Williams says that “in many cases algorithms worsen things. The bias we experience online isn’t different from the bias we experience in other areas of life, it’s just amplified by algorithms. Social apps use techniques like collaborative filtering to guess what a user will like based on what similar users are interested in.”

Bias isn’t just racial: plus size women have been vocal about their difficult experiences on apps. Plus-size author and blogger Stephanie Yeboah talked about going dates with a man she met on Bumble, who eventually ghosted her. “His friend tells me that in the interests of full transparency, he thought he should let me know that the reason I had not heard from Robert since our second date was because he had been dared to 'pull a fat chick' and – upon completing the dare – had won a sum of money his friends had pooled.” These experiences are driving people who fit outside of Eurocentric beauty standards away from using dating apps.

Hunger for IRL connection: Higher levels of post-pandemic loneliness, alongside an increased need for third spaces, have contributed to deeper desires for real-life connection in order to foster more meaningful connections. We see this through people participating in more group activities like run clubs, supper clubs and book clubs to meet people with similar interests. Nearly half (46%) of singles feel that unique and quirky interests are now a key attribute to attractiveness (Bumble, 2025). Some app creators are realising this: last year, dating app Thursday shared its renewed focus on creating IRL events.

Younger daters: the romanticisation of having a “meet-cute”, like bumping into the love of your life at a coffee shop feels more heartwarming than swiping through a dating app. Coupled with a growing fear of rejection and safety concerns, dating apps feel less appealing to younger daters.

This doesn’t necessarily mean the end of dating apps. There is still a big demand for them, but in order to ensure safer user experiences, something has to change.

So, if I were the owner of a popular dating app brand, here’s what I’d be considering:

Be more inclusive: apps should be considering more sexual orientations and relationship styles. People are now more fluid in their sexuality and open to more than just monogamy. Yes, there are apps such as HER, Feeld and Pure that cater to specific groups, but for those big dating apps that are supposed to cater to everyone, how can they make themselves more open?

Recognising the experiences shared by marginalised groups and plus size women, brands should be thinking about how they can foster a more positive app experience for these groups.

Foster more IRL connections: More people, particularly younger daters, want to connect in person. This is something that some dating apps and event organisers are taking on board.

More awareness of different life stages: Everyone wants some version of love. Dating apps shouldn’t just be focusing their marketing on representing young daters. There is a wealth of older people - from empty nesters to single parents to widows – looking for love. how can you include a greater range of people on your apps?

Better safety: People, especially more vulnerable users, are scared. How can dating apps ensure a safer app experience for users?

It’s time for apps to step up. Address these issues and dating apps can secure their future - and help countless romantics find love.

Over the summer, we had the incredible opportunity to travel across the U.S. as part of The Mix’s five-week sabbatical programme. Starting in New York, then moving to Texas and ending in Los Angeles, our mission was to explore what drives people to be more environmentally conscious in their day-to-day lives.

Unsurprisingly, the topic of fashion came up in our discussions around sustainable behaviours. According to the UN Environment Programme (UNEP), the industry is responsible for about 10% of global carbon emissions and is the second-biggest consumer of water. A shocking stat which brings that to life: the equivalent of one garbage truck’s worth of clothes is burned or dumped in a landfill every second.

However, more and more shoppers are turning to second-hand clothing. Last year, the second-hand market in the U.S. grew seven times faster than overall fashion retail. This preloved revolution has been aided by the rise of apps such as Depop, Vinted and Poshmark, as well as the continued growth of more established businesses like eBay, and has been a boost to the circular economy.

As part of our research, we spoke to people across all three regions, with varying levels of commitment to sustainable behaviours. One was Blessing, a 20-year-old student in Houston, Texas. Blessing became keenly aware of climate change and the environment during high school, when she noticed the intense weather changes in the U.S., particularly the heat in Florida during a holiday. So, she decided to focus on climate change during a school project, immersing herself in the topic and volunteering to collect litter around the city.

When it comes to fashion, Blessing is an avid thrifter. During our meeting, she took us to a local thrift shop, which offers a 25-cent sale every Wednesday. The store was bustling, its tills lined with long queues as people of all ages sifted through rows and piles of garments in every colour and texture.

Back home, Blessing showed us pieces she’s found throughout the years. From cowboy boots to vintage handbags, it was a treasure trove of fashion finds. She’s also passionate about sewing and enjoys making her own clothes. “Sewing gives me joy in knowing I could imagine something and bring it to life; an added bonus is getting to wear clothes I made and actually like,” she explained.

Not only has Blessing tapped into a more sustainable way of shopping, but thrifting and upcycling also allow her to express her individuality. By discovering unique, timeless pieces and customising her clothes, she can showcase her creativity and personal style. It’s a win-win.

For many, these aspects are the real drivers behind their love of second-hand shopping or upcycling: it’s a way to express themselves as individuals, and to develop their own style.

The growing popularity of vintage clothing, such as the revival of ‘90s and noughties trends among Gen Z, has contributed to this popularity in thrifting. It also means that sustainability is often a secondary benefit, rather than the primary motivation.

This connection between fashion, identity and sustainability presents an interesting opportunity for brands and businesses. How can they leverage this secondary motivation to encourage more sustainable shopping habits?

One way is to highlight the creativity and self-expression that comes with thrifting, upcycling, and finding one-of-a-kind pieces, using this as the primary messaging while keeping sustainability as a natural bonus. Research shows that Gen Z in particular are keen to express themselves through the items they buy, and clothing is one of the main ways of doing so.

Depop, for example, describes its marketplace as a place where anyone can “explore their style, where new cult brands are born, and where celebrities and stylists source unique vintage finds”. At the same time, it is contributing to a more circular fashion industry, but Depop recognises that this isn’t necessarily the hook that people need.

Our research found that people’s motivations for being more environmentally friendly are multifaceted. For example, KeAndre from Dallas had installed solar panels, bought an electric car and upgraded his pool’s water pump to be more energy-efficient. These are sustainable practices, but they’re also about KeAndre’s passion for technology and the joy he finds in being more energy-efficient.

This dual benefit is something that brands should explore. In the second-hand fashion market, second-hand shopping can be shown as the savvy choice, not just for the planet, but for building a high-quality, lasting wardrobe.

There’s also an emotional element to vintage shopping. During our research, Kim from New York told us that her mother was “super into fashion”. “I have some of her vintage pieces and they're beautiful, and one day, if I have children, that I would like to pass down,” she explained. This emotional connection doesn’t have to come from a direct family link; it could stem from a love of a past era or the thrill of discovering a timeless piece. By weaving storytelling into their messaging and celebrating the history behind vintage fashion, brands can tap into this sentiment.

For brands in this space, understanding these multifaceted benefits of second-hand shopping will help them reach more consumers, and build a user base who see thrifting or vintage shopping as part of their identity and way of life, just like Blessing. Rather than asking people to disengage from fast fashion simply because “it’s the right thing to do” - a request that many organisations have found is insufficient - brands should tap into what truly motivates shoppers. This way, sustainable fashion becomes an exciting choice, rather than a sacrifice.

How do you categorise people? In research, it’s typically as students and young adults, family, older families and empty-nesters. But these categories are outdated, built on the assumption that people’s life trajectory is based around having children. They fail to recognise the shifting priorities of millennials, Gen Z and even those in older generations.

Maybe it’s time to add another category, already very much live on social media: DINKS. It stands for Dual Income No Kids, a group embracing the freedom that comes with having disposable income without the costs of raising children.

According to a Pew Research Center survey, the proportion of adults under 50 in the US who do not have children is growing — jumping from 37% in 2018 to 47% in 2023. In the UK, the fertility rate – which measures how many children are born per woman during her child-bearing years – for 2024 was the lowest on record at 1.44. Across Europe, the fertility rate has also been dropping, to 1.46 in 2022.

Another survey, by MarketWatch, found that 50% of childless couples in the U.S. don’t ever want kids, 25% said they plan to soon, and 23% said they would at some point. The top two reasons for not currently having children were financial freedom and the day-to-day flexibility of not having children.

So, where are they spending their money? And how can brands react to this shift?

New priorities: pets

When JD Vance’s dismissive comments about “childless cat ladies” surfaced, it showed not only his disdain for women but also a complete lack of understanding of the shifting attitudes towards children and pet ownership. In fact, today, people increasing choosing pets over children, and shouting loud and proud about it.

It’s understandable, as the cost of raising a child continues to grow – estimated to be around £150,000 - £200,000 over the course of a child’s life to 18 in the UK, whereas Battersea Dogs Home estimates it costs around £2,000 a year to take care of a dog – and traditional ideas about what “family” looks like evolve. Pets are an appealing option: they offer companionship, freedom and something to spoil.

As of 2023, over 66 percent of Americans reported having at least one pet. In the UK, the pet care market has grown into a £10 billion industry, with much of the growth driven by a dramatic shift toward premium and luxury pet products, according to Forbes. In an article in the Telegraph that year, Tom Woods and Mags Doyle spoke about Atticus, their three-year-old Lhasa Apso “who really is living his best life”.

‘“If somewhere isn’t dog-friendly, chances are it’s not somewhere we’ll spend our money,” according to Mags. “He’s part of our family, we don’t want to leave him behind if we can avoid it.”’

Similarly, George Bridges, told the paper he would “always spend more on the dogs than I would myself. They have luxury collars, leads, bowls, blankets and beds, and they get treats and lots of toys.”

To appeal to this DINKWAPS (dual income no kids with a pet) brands will need to understand the elevation of pets in the home. They want to feed them high quality, human-grade food, and are buying them luxury beds and accessories. It’s “pet humanization”, according to one BBC report.

In 2024, Nationwide’s Spending Report found that spending on pets had jumped 76 per cent in the past five years. And this is not just a trend that relates to couples: more and more single men and women are taking on pet ownership. The pandemic highlighted just how easy it was to feel isolated, and pets offer companionship and bring structure to daily routines.

Travel takes precedence

Travel is also frequently highlighted on social media as a priority for DINKs. The MarketWatch survey found that 48% of respondents would spend their spare cash on travel, with childless couples across all generations - Gen Z, Millennials, Gen X and Baby Boomers – choosing travel as the top expense to spend it on. At the same time, research by Hotels.com shows that 41 per cent of the DINKs surveyed had put off having kids so they can enjoy more adventurous holidays.

For brands, this means taking a deeper look at what DINKS are looking for from their travel: adventure? Relaxation? Cultural experience? Escapism? All of the above?

It's also an opportunity for travel brands to provide for DINKWAPS & SINKWAPS, how can they make their offerings more pet friendly? What ways can these people who love their pets like children be made to feel that their pets are well looked after while they’re on holiday?

Financial freedom

While acronyms and TikToks offer a lighthearted take on people’s shifting priorities, they reflect very real considerations and diverse lifestyles. It’s something that brands need to bear in mind, they don’t want their choices diminished or minimised.

DINKS are largely thought of as childless by choice, but there are those who have embraced the lifestyle that was perhaps not what they had envisioned. It doesn’t mean they hate children, or want to be pitted against those with kids, but have made choices based on their priorities.

This group is going largely overlooked by research, falling between the cracks of “young family” and “pre-family”, but they are different. They have different needs, but they do have spending power.

If you’re interested in finding out more about how DINKS intersect with your brand, get in touch.

It was after six on a Tuesday evening, and I decided to pop into Kiehl’s while waiting for my train. The shop was small and quiet, except for one or two ladies perusing the shelves. As a skincare girlie, I love getting lost in their latest products – scoping out new serums to get samples of and seeing if there are any enticing deals. However, my attention quickly flitted to the next five customers that entered the store.

They were all men.

I quickly put on my researcher hat and observed each of them from afar.

The first was a well-dressed chap. He wasn’t in there for very long. He knew what he wanted, grabbed it, paid and then left.

The next two were friends. One knew the lady at the till. They exchanged brief introductions before she recommended their latest moisturiser for men. The other friend bought it without any questions.

The fourth and fifth made their way straight to the men’s section, albeit slowly and a little flustered. One went to check out the bundles while the other waved the lady over for help.

Despite this small sample size, it was a perfect example of the evolution of the beauty market: men are getting into skincare, but their confidence varies.

According to Straits Research, the global men’s skincare products market is estimated to grow from $14.12 billion in 2024 to $20.15 billion by 2032. Although these figures still trail behind women’s skincare, they shouldn’t be ignored. Gone are the days when skincare was seen as a women-only domain.

So, what’s driving this demand?

Skincare is evolving: now, everyone seems to use it in some form, even if it’s just a daily SPF or if it’s a full five-step routine. The rising focus on self-care—especially skin health—has captured interest across generations; particularly since the pandemic. So, it’s no surprise that men are also starting to embrace skincare as part of looking after their health and well-being.

This movement is all over social media: on TikTok, the hashtag #menskincare currently accounts for 292.7 million views, while on Instagram there are 3.1 million posts under the hashtag #mensgrooming. There has also been a noticeable rise in male influencers creating skincare content, fostering an environment where others feel encouraged to experiment without judgment or stigma. Celebrities such as Pharrell Williams, Dwayne ‘The Rock’ Johnson, and Chris Hemsworth have also openly shared their skincare routines, with some, even launching their own lines.

‘Skincare is for people, it’s not a gender-specific thing. You want to take care of your skin’. – Pharrell Williams

It appears that the two main demographics driving this movement among men are Gen Z and successful middle-aged professionals. These two groups typically demonstrate a stronger awareness of the benefits of skincare, a keen interest in organic and natural ingredients, and higher levels of disposable income.

But do men approach skincare the same way women do?

The simple answer is, no.

While skincare stores can feel like a playground for female skincare enthusiasts, it is still unchartered territory for many men. Take my five examples above. Each had unique shopping experiences, yet they all shared one common behaviour: they didn’t look comfortable shopping in-store.

This could explain the rapid spike in online content, particularly for tips and tricks, product recommendations for male skin and expert advice. We also see male-centric brands enhancing their online presence by offering subscription options, quizzes for personalised skincare regimes, through brands like Hims, or comprehensive guides to support their customers’ every grooming need without the hassle of shopping in-store.

So, how can brands make shopping for skincare in-store less daunting and more accessible?

We need to take a step back and gain a deeper understanding of men’s broader approach to self-care, not just skincare. In what other ways do they look after themselves, and what factors have encouraged this change in behaviour? More importantly, how can we create safe and open discussions about male skincare?

We’ve seen this industry grow considerably through the years, but there’s more to explore and understand as societal norms continue to shift and consumer attitudes change. We’re welcoming a new era of modern masculinity and it’s clear we’ve only just scratched the surface.

So, at The Mix Global we are diving deeper into this topic, exploring what men want and need from their skincare, how expectations around gender and beauty are evolving and the ways men are exploring skincare themselves.

If you’re interested in learning more contact charlotte@themixglobal.com or sam@themixglobal.com

We’ve been on a journey – literally and metaphorically – to understand what drives people to be, but also what prevents them from being, more environmentally conscious in their day-to-day lives.

As part of our MixSafari project, we travelled across the US, talking to ordinary people about their varying degrees of engagement with sustainability. We discovered that the desire to "do good" doesn’t look the same for everyone; it can show up in countless ways, shaped by individual priorities, people’s backgrounds, and everyday actions.

For some, it’s about resourcefulness, like reusing and repurposing. For others, it’s finding eco-friendly technology or brands that align with their values. Yet, even those who say they are eco-conscious still face contradictions: doing well in one area, while relying on less sustainable choices in another. There is often a sense that people don’t make more sustainable choices because it’s too expensive, but we found that there’s so much more to it than that.  

For brands, the opportunity is clear: to understand this diversity in attitudes and behaviours, and to listen and evolve alongside them. Real change will never be about a single narrative.

This photo essay is the first chapter in a series looking to highlight what everyone – you, your brand(s), your company and ours – can learn from the real people behind the purchase.

Austin, 28, Houston - Amateur Naturalist

Ever since I was a little kid, I was always outside, always exploring and just enjoying nature. My Grandpa is a biologist for Texas Parks and Wildlife. It was so natural for us to just talk for hours about wildlife and the environment.

I feel like my capacity to have much of an impact right now is limited. I guess sometimes I feel a bit like a hypocrite, because I could do a lot more.

We do want to have a homestead someday, and cut down the reliance we have on the wasteful system we live in. However, I know we need to play the game and earn as much money as we can to be able to afford it.

Blessing, 20, Houston - Stylish Super-seamstress

Thrifting is something I do by myself, with my sister, on dates... It is so nice to know you are getting unique pieces for cheap and honestly saves me so much.

I can see so many ordinary people making efforts to be kind to the planet. And I can't help but think that I don't see big companies making the same amount of effort. And that’s concerning because those are the ones that mass produced the stuff. So, okay, we're cleaning up, we're recycling, but you're still pumping out ten times what we do a day.

I recently saw in the news that the Walmart higher management was confronted about how many plastic bags they contribute to the world every day but they walked away from the interviewer, declining to make a statement.

KeAndre, 50, Dallas - Tech Enthusiast

I'm kind of a technology guy. I don't know that I go out and actively feel “I need to recycle today” or “I need to think about how this can be more sustainable”, but I think what's happened is that as technology has progressed. It's become easier and easier to do the right things or the right things for the environment.

Here in Texas over the past few years, we've gone through some very traumatic weather events. So, I’ve been thinking about how important it is to have alternative sources of energy outside of the grid. Whether that's using solar panels, whether that is, you know, finding ways to collect rainwater, I’m looking at things that mean we’ll have options.

Marian, 34, New York - Thrifty Gardener

All of my environmentally friendly practices began when I was a kid, mostly because my family grew up with not a lot of money. We reused everything. I grew up in Chinatown with a lot of other Chinese folks, mostly immigrant. You reuse your plastic water bottle. You use your pencil until there’s one inch left. We did all these little things that I never really thought of as sustainable practices until I realised that most people don't buy one plastic bottle and reuse it for a whole month or a year. That people just throw away willy nilly.

When we eat our oranges or our tangerines, we take the peels and we dry them out for soups and stuff. You know, even with our eggs, we take the egg shells and we feed them back to our chickens. We try not to make any waste at all.

I think the saddest thing for me is that no matter what I do as one person, I don't think I really affect the world as much as I’d like to think that I affect the world.

Andromeda, 24, New York - Spiritual Activist

I think for me, especially in my indigenization and in my spiritual practice, I have been building a relationship with the environment and with nature. I’ve been learning how to connect with it in deep and substantial ways, which I feel like a lot of us just don't do anymore because we're so sucked into like the grind and technology and whatever else.

I think it’s vital to focus on what I can control, rather than what is so far outside of my wheelhouse. It's like people have rendered themselves immobile worrying about ice caps melting, fossil fuel usage, all of these things are so outside of our reach.

In reality, a lot of different things come into play. Cost especially, and how much of my personal energy it costs as well. Can I build this into my routine? Those are the big things that play into whether or not I'm going to be able to make a change and stick to it.

Horacio, 30, Los Angeles - Outdoor-loving Optimist

I would say living in L.A, I am more aware [of the need for sustainability] than when I lived in Texas, you see it on bumper stickers or in the way grocery stores are managed. It's definitely part of L.A. culture to have your own reusable water bottle. There's a lot more reminders here of how you can step up.

When I hear about big companies and oil spills, and other things that they're doing, but they just buy their way out of it, I do feel pretty discouraged. Sometimes, in fact most of the time, I fall into the trap of thinking “it doesn't matter if I do this”. You just think, you're just one person, it doesn’t matter.

Tom + Thea, 33, Los Angeles - Eco-power couple

Thea: At a young age, I was very conscious about my own consumption, so I got into the minimalist mindset very early on. Living more resourcefully, being more independent is empowering. It’s kind of cool, you just feel more invincible in a way. You don't need trash or single use items.

Tom: I kind of try to have fun with [planet friendly switches]! I like the resourcefulness behind all of it. I like to avoid waste, thinking about ‘how do we do it’? There's not a blueprint for your lifestyle or every situation, but there are solutions. And I think for me is just finding out like, okay, how can I save water? I enjoy it.

Thea: At our shop, we want it to make it look like sustainability is an enjoyable thing, a rewarding thing. And we get to slow down and experience life a little bit more. The thing we hear most is ‘what difference does it make, really’? We have to convince people, not by telling them, but by showing them. And that does take a lot of work.

Brand collabs have been on the rise for the past few years, and 2024 has been no different. From autumn’s exciting new fashion pairings, such as Gap x Cult Gaia and the already-sold-out M&S x Bella Freud line, to the Wicked film’s collaborations with everyone from Starbucks to Pernod Ricard, brand collaborations are inescapable.

You can easily see why: they can create excitement and build a feeling of anticipation, providing brands with the ability to open up to new audiences, tap into new occasions and expand beyond their traditional market. It’s a win-win for all involved, surely?

But not every collaboration is able to capture that sparkle, and as more collabs saturate the market, it’s crucial to know what actually makes a brand partnership stand out. Among a sea of new pairings, what makes a winning combination? What makes a person think “I have to get my hands on that”?

More than the sum of its parts

The most successful collaborations are the ones that go beyond expectations, offering something exciting that people haven’t seen before. Ice cream and shoes aren’t an obvious combination but 2020’s Nike x Ben & Jerrys limited release was a surprise hit, even now the sold-out trainers’ resell prices can fetch up to $3,000. Lego is another brand that really understands this. It’s ongoing collaborations with Adidas evoke a sense of playfulness and creativity: the Originals Superstar LEGO shoes came with Lego brick attachments that users can swap and customise. The collabs not only appeal to younger Lego fans but also adults nostalgic for the joy of play.

Beauty brands have also successfully tapped into nostalgia with their collaborations: Clinique’s partnership with Crayola brought back the fun of crayon colouring except this time on the lips, while MAC’s Disney-themed makeup lines have been sell-outs.

These collaborations succeed because they push the edges of the imagination and deliver something greater than what either brand could do alone: a dose of nostalgia in your make-up bag or a trainer that evokes a childhood sense of fun.

Blending high and low culture

There is a big appeal in collaborations that offer general consumers a taste of premium experiences or bring a high-end brand a wider audience. This year H&M celebrates 20 years of successful designer collaborations, each line a sell-out, starting with the iconic Karl Lagerfield x H&M line in 2004. According to one of the Chanel designer’s biographers it was “the moment that Karl turned from being an important designer into an international superstar”. That’s the beauty of a high-low collaboration: it allows a company such as H&M to give its customers access to designs that would usually be unaffordable and, at the same time, extends the reach and awareness of the designer or premium brand. The brand’s collaborators over the years haven’t just been big names like Balmain and Versace. As H&M’s chief creative advisor Ann-Sofie Johansson told Vogue: “You have to have the feeling for when something is kind of on the rise, when we think our customers are ready for it, and to really capture the zeitgeist”, which has led to collabs with designers like Erdem and Maison Martin Margiela.

High-low brow combinations aren’t confined to fashion either: last year the Pringles x The Caviar Co sell-out snack collab became a viral sensation, while the Nespresso’s collaboration with the high-end British department store Liberty was hailed for its stylishness. 

What’s important is to consider is how this kind of collaboration can raise a brand’s ceilings or create new opportunities in premium segments. The best high-low collaborations touch on the allure of offering something that usually feels out of reach for their consumers.

So, look at the brand’s strata: what’s the pillar that the brand operates in, what does the brand do really well, and then what’s that aspirationational plane to get to.

What are you trying to achieve?

Collaborations can end up costing a lot of money, so before embarking on one, it’s crucial to set out exactly what you want to achieve. Are you trying to surprise your current audience? Or bring in new audiences? A collaboration needs a goal: whether it’s building awareness, driving sales, or repositioning.

Take, Adidas x Gucci. The collaboration wasn’t just about merging sportswear with high fashion, but also about repositioning Adidas in the luxury space. It allowed the sports brand to access a wealthier, more fashion-conscious audience. In contrast, Crocs x Post Malone, brought a sense of fun and counterculture to an already casual brand, tapping into the pop star's fanbase.

You need to ask: does this help elevate the brand? Does it bring something new or exciting to the table? If it’s just more of the same, it risks being forgotten.

Will the magic wear off?

Collaborations should feel authentic. You don’t want to come across as money-grabbing to new consumers or alienate your current ones. Don’t dilute the brand—add to it. The danger of over-collaboration is real: at what point did all those Barbie collaborations start to feel like overkill, and is the same going to happen with Wicked and its multitude of partnerships ahead of the movie’s release? Over-saturation can make even the most innovative partnerships feel tired.

Balance the excitement of collaboration with careful curation. Successful brand partnerships are ones that not only excite and delight but also feel like a natural fit for both brands involved.

A few weeks ago, I went to a gig. It was great: an evening of chill vibes from The Teskey Brothers.

The most exciting part though, for me, was that as we walked in, I came across ‘my brother from another mother’: Joe Wicks.

Joe is the spitting image of my brother. He could be his body double.

In person, he is lovely, unfailingly polite and down-to-earth. I can only imagine how much of a pain in the ass people pestering you all day long when you are out and about must be, but he doesn’t show it. He’s the consummate professional.

He met my brother, Cameron, at Glastonbury, where my brother was running an area for Oxfam. The two hit it off and I think Joe even asked Cameron to be his lookalike to save him from a bunch of screaming fans.

Luckily, my brother is also one of the nicest people you could meet, a genuinely warm and lovely bloke. I’d argue that if Joe’s fans met Cam, they’d be pretty happy too. He’d be a great dupe.

Fortunately for Joe, dupes are now perfectly acceptable. In days gone by, the idea of a dupe came with an element of shame: you had a “fake”.

You’d put your shit, cheap gin in a fancy decanter, and tell people it was something cool and unique, when in reality it came from Lidl (definitely never done that… sorry guests).

Now though, dupes are cool. There are multiple websites dedicated to them, helping you find a cheaper version of the thing you crave most.

On Dupe.com you type in a URL or a product, then it tries to match it with a furniture dupe.

Dupeshop.com can match you with cosmetics dupes.

On Luxurydupes.co.uk you can find – you’ve guessed it – luxury clothing dupes.

All of this has been amplified and heightened by TikTok, where creators review the dupes and give people confidence that they’re going to be decent.

This is the critical difference in why dupes now work: the confidence that buying a perfume dupe, for example, you won’t end up smelling like day-old roadkill.

Whole brands have been built on the back of their status as a Great Dupe. Take E.l.f: in the US, the company delivered more than $1 billion in sales from March 2023 to March 2024, up 77% over the past fiscal year, according to Fast Company. The brand is well-known for it’s good quality, cheaper versions of more expensive skincare and cosmetics. Offering deals like $6 for a bronzer vs. $42 for the Charlotte Tilbury version.

In the UK, Aldi is well-known for creating sell-out dupes: its Lacura Caviar creams, selling for around $10, are supposedly great dupes for La Prairie’s Skin Caviar Collection, with product prices reaching over $200.

Now, fragrances, once the absolute holy grail of luxury, also face competition from cheaper brands. There is a site in the US called Dossier, which allows you to buy affordable alternatives to some of the world’s most prestigious perfumes.

Most people can’t afford MFK’s Baccarat Rouge 540, which retails for more than $350, but this site offers a version for $49. Dossier was founded in 2018 by Sergio Tache, an investment banker with a background in e-commerce, making perfumes which explicitly mimic big name luxury fragrances such as Le Labo Santal 33, Creed Aventus, and Tom Ford Lost Cherry.

What used to be seen as “trashy” is now seen by some consumers as “savvy”. The upsides of accessing products you want to try, now outweigh the downsides of products potentially lasting for less time or being slightly lower quality.

And, let’s be honest, for most people, if a fragrance lasts a few hours or all day, what’s the difference? And how much more worthwhile is it to spend $200 on a face cream you’ll wash off at the end of the day, compared to $10?

Of course, the argument from those brands creating, producing and marketing the original, more expensive, versions, is that there is a cost associated with dupes. Brands are being ripped off because dupes don’t pay for any of the experience that goes into their product, the craft it takes, or the investment in R&D because they can just nick it from those who do.

The argument is the same in art, music or any other creative endeavour. The artist suffers.

But for consumers, this argument doesn’t really stack up.

Art and marketing are often viewed as entirely separate. Marketing, in particular, is seen as a major profit driver for businesses. These businesses are seen as being closely aligned with global capitalism – “The Man” – than with any kind of artistic expression.

For those living through the cost-of-living crisis and wage stagnation, which has followed closely Covid 19’s disruption of their lives, frankly, finding a way of getting one over on The Man is no bad thing.

We live in an era where luxury isn’t confined to the elite anymore. Brands have stretched their allure into realms previously untouched, tempting the so-called “aspirational consumers”—ordinary people who occasionally dive into the luxe world.

McKinsey's latest report reveals that these aspirational buyers account for a staggering 50% of global luxury sales. They are, simply put, the backbone of the luxury industry’s revenue.

However, despite this significant contribution, the industry remains fixated on catering to its wealthiest clients—the top 2%, those who are already deeply invested in luxury. A recent report from Bain & Company underscores that the global personal luxury goods market reached €362 billion (£304bn) in 2023.

Yet, most of that growth came from aspirational and new affluent consumers: those who are testing the waters of luxury, rather than swimming in it for decades.

Case in point: A friend of mine, thrilled to make her first Gucci purchase, walked into their flagship store in London, only to be snubbed by the staff. Why? Because her purchase wasn’t “important enough.” Another client, let’s call him Alan, described his frustrations with Dior after buying a pair of sunglasses with a manufacturing defect. After exchanging them twice and receiving yet another defective pair, Dior refused to guarantee a perfect one. "It felt like they didn’t care at all – and this is Dior!". Where is the excellence, Dior?

These stories are just the tip of the iceberg. From faulty products to indifferent sales teams, it seems as though luxury brands have forgotten their very essence.

My own experience with Longchamp was no different. A bag, ordered online, arrived not only riddled with defects but also sporting a “Made in China” label. There’s the rub: luxury isn’t just about the product, it’s about the story, the culture, the craftsmanship embedded in its creation. As internationally renowned luxury branding expert Jean-Noël Kapferer aptly said: “When someone buys a luxury item, they are buying a product steeped in a culture or in a country.” That deep-rooted connection to its origins is what gives it value.

So, are we still buying luxury, or are we being sold an empty myth?

Have we crossed into a time where brands now chase production numbers and profits at the expense of authenticity and quality? The growing disdain for entry-level luxury items suggests the answer is yes. According to recent consumer sentiment data from Altagamma, only 44% of luxury consumers are truly satisfied with their overall experience and feel it was above expectations.

Remember what Guillaume de Seynes of Comité Colbert once said: “A luxury good is something that can be repaired.” Not just used, flaunted, and discarded. And Denis Darpy, another luxury expert, added another layer to this understanding—luxury is about experience, exception, excess, and excellence. Let’s break this down.

Experience. The very act of buying a luxury product should feel like a once-in-a-lifetime moment. Exceptional service, human connection, and a memorable experience are non-negotiable. You’re not just purchasing a handbag, a watch, or a fragrance—you’re buying a story, a moment of joy.

When it’s well done, it pays off: take Ruby, when she went to buy a Louis Vuitton wallet, the sales representative’s attentiveness and effort made her feel as if she was making an important investment, saying, "They let me touch everything, answered every question. That’s how it should be." Yet, time and again, consumers walk into stores only to feel judged, ignored, or, worse, rushed through an uninspired transaction.

Exception. True luxury is about standing apart from the crowd, offering something that no one else can. Whether it’s a rare product or a distinctive service, there should be no comparison.

Excess. Surprising the customer, going beyond their expectations: that’s what makes an experience extraordinary. But we’ve all heard horror stories. Take the viral incident where a woman in China, tired of poor service at a Louis Vuitton store, made staff count over 600,000 yuan (around £64,000) in cash, then left without buying anything. Revenge and humiliation from the customers is the opposite of excess, it shows how far below the expectations their experience had gone.

Excellence. At the core of every luxury brand should be an unwavering commitment to quality. When brands cut corners and let faulty products slip through, they betray the trust of their customers. A Birkin bag isn’t just expensive because of the name—it’s because of the meticulous craftsmanship, the heritage. That’s luxury. Has the industry forgotten this? One shopper I spoke to shared his disappointment when purchasing a Balenciaga product: “It was expensive, but the quality wasn’t there. It just didn’t feel right, and I felt cheated.”

Aspiring luxury consumers are savvy. They know when they’re being sold a watered-down version of the real thing. And if brands continue on this path, they risk alienating the very people who will soon be their most loyal—and potentially wealthy—clients.

We’re seeing luxury brands slowly morph into mere factories, churning out low-quality items that bear the logos of once-great names.

The allure of luxury’s democratisation was seductive. But in their rush to open the gates, brands are sacrificing their soul.

Here’s the truth: it doesn’t matter whether you’re buying Dior Haute Couture or a Dior fragrance. You should feel like you’ve entered the same world of luxury. The price tag may change, but the experience and the commitment to quality should never waver. The democratisation of luxury should not mean its dilution.

Luxury’s appeal lies in its promise. Break that promise, and you’ve shattered the very foundation of what keeps customers coming back. We’re at a crossroads, and brands must choose: continue down the path of mediocrity, or rediscover the magic that makes luxury, well, luxurious.

Because in the end, those aspirational customers you’re neglecting today? They’re the same ones who, a few years from now, will either be your biggest advocates—or your harshest critics. And trust me, they’ll remember which brands kept their promise from the very beginning.

Masculinity is under the microscope. Everyone is rushing to provide their take, to show they’ve got insight, to show that everyone else has missed something, that they’ve got the answers to dissolve “toxic masculinity”.

It makes sense. The subject is hard to avoid at the moment, and rife with different ways of understanding it. Donald Trump’s first presidency ushered in many debates about what it was to be a male in the modern world, and as he fights for a second term against a woman, Kamala Harris, the discussions have taken on new veracity.  

At the same, data shows a growing divide between the genders in Gen Z. According to Gallup data, US women aged 18 to 29 are 30 percentage points more liberal than men of the same age. The Financial Times notes that this pattern is playing out similarly across the world, from Poland to South Korea, and is distinctly more pronounced than in other generations. The rise of Andrew Tate serves as evidence of the tensions bubbling in society.

Even governments are weighing in on what it means to “be a man” in the modern world: in 2021 China’s Education Ministry published plans aimed at tackling the nation’s “masculinity crisis”. While in the UK, misogyny has finally become an official hate crime.

While brands have largely shied away since the storm of controversy around Gillette’s 2019 The Best Men Can Be campaign – which faced severe backlash from some quarters and high praise from others – in the last six months it seems that everyone and their gran are tackling their subject.

At The Mix Global, of course we want to take on a such an important subject.

But we’ve decided to wait.

We don’t want to be just another voice. We want to get under its skin, to explore it in a myriad of ways.

Today’s world lets everyone push out thoughts, opinions, content as soon as an its clear a subject has hit the zeitgeist. For us, slower is more meaningful.  

Over the course of the next 6 months, we will be researching and monitoring developments. What happen in the US election will have a profound effect on the subject, but the outcome isn’t know yet.

We know masculinity is being discussed and analysed around the world, but country specific context is important. We want to understand that.  

During this time, we are looking for brands who are as an interested and passionate about the subject as we are to partner with us on our work.

If that sounds like you, get in touch

Growing up, being a feminist meant rejecting heavily gendered narratives such as ‘girls wear pink and like Barbies’.

Do me a favour.

Reader, I never wear pink and the one Barbie I was given I shaved her head and made her a punk.

Fast forward and now, as a parent myself, my notions of what constitutes femininity are being challenged. For you see, my very own precious angel, darling 4-year-old daughter is in fact a hardcore pinkohollic.

When asked her favourite colour, her stock answer is ‘pink, purple and sparkly.’

So, it did not surprise me one jot, when she got to pick a treat the other day, she chose the one that spoke to her very soul. Starburst have a new candy called ‘All pink’.

What interested me about her choice is that last time I checked, ‘pink’ isn’t a flavour.  And yet, we are increasingly seeing the rise of so-called ‘fantasy flavours’: flavours which have no discernible active ingredient, but represent ‘a vibe’ or a feeling.

As The New Yorker so wittily put it, ‘Capitalism has reached the end of flavours”.

From seltzers to energy drinks, yogurts to cider, candy to fast food, it would seem that brands believe that flavour can be trusted to deliver growth.

But what happens when all the flavours run out?

Speaking candidly with one retailer recently, they said that if someone came to her with another peach x apple x insert other fruit variant she was going to “chuck them out of the 1st floor window”.

It seems we are at a pivotal moment for flavour. Apparently, you can have too much of a good thing.

But why do brands pursue flavour so much anyway?

In simple terms: to sell more stuff. They have the capacity to create an urgency that people find irresistible: the excitement of trying something new.

As humans we are hard wired to be curious, we get easily bored by the status quo, but flavour is a brilliantly easy way of delivering something familiar (a product that I know and trust) with the all important allure of something shiny and new (a flavour I haven’t tried yet).

It ties into the trend The Mix Global has been exploring: the rise of Edible Escapism. As people - Gen Z in particular - increasingly use food to take them to a place or feeling, but also to craft an identity through their food and drink choices.

There was even a US study showing that human beings find people more romantically attractive if they are willing to try new flavours in food.

Yet, flavour can be a poisoned chalice. The bodies of thousands of failed flavour extensions litter the pathway to glory.

There are lots of reasons for this:

• Often what feels like growth is really just diluting your core

• The flavour extension is actually just diverting sales away from your core product

• Flavour extensions might be less margin accretive

• The portfolio starts to proliferate which makes it harder to manage

• Retailers lose confidence in the brand

The end result is that flabby portfolios often end up in a doom spiral of deals and commoditisation, as the brand itself is weakened by the flavour extension.

As Charlie White from the Brandgym explains:

“As every brand team knows, as soon as a limited-edition flavour gets traction and starts flying off the shelves, the temptation is to add it to the core range. This approach risks diluting the effect of subsequent limited editions and also creates complexity on the core range.”

You don’t have to look far to find examples. Anyone remember Colgate lemon flavour?

It seems to me that lots of brands don’t have a strategy for flavour extension. They are simply adding flavour in hope.

In hope of visibility, of noise, of simply holding shelf space away from a competitor.

But this doesn’t equate to portfolio strategy, it’s reactive and tactical.

Certainly if you look at lots of categories, they don’t feel like strategies, they feel like an arms race. Duplicates of flavours left right and centre with a net result of commoditisation.

So how do you do flavour well?

The critical question is this: What are consumers buying? Is it important that the flavour they are buying is coming from your brand? If it isn’t, then is it actually weakening your brand?

Back to ‘All Pink’ Starbursts.

Are so called ‘fantasy flavours’ the next great wave of flavour development?

I have two thoughts about this:

1. It’s good news because brands are thinking about strategy more – positioning their flavours as being about an emotion at least suggests that it will be more ownable and linked to the brand

2. It’s bad news because actually fantasy flavours so far, feel highly duplicative of one another – pink, unicorns, chilled vibes – if I’ve seen one I’ve seen them all

It’s clear that having a flavour strategy rooted in the brand is what makes the critical difference.

It’s clear that having a flavour strategy rooted in the brand is what makes the critical difference.

Not the flavour itself.

What are the good examples?

Those where the brand feels strong and they make the leap from disposable flavour to flavour that appears in culture.

Walkers Sensations Thai Sweet Chilli
Starbucks Pumpkin Spiced Latte
Smirnoff Spicy Tamarind
Mountain Dew Baha Blast

Critically, the brand is key. The taste of these by any other competitor would not be the authentic taste of that product.  All imitators pale in comparison. The recipes themselves have a certain je ne sais quoi.  They aren’t singular ingredients, but have a twist or some kind of element you can’t easily replicate.

And, as The Washington Post put it, “Taco Bell and Mountain Dew have stoked demand by controlling the supply”.

This is an altogether different strategy from the flavour proliferation we can see in other categories like Hard Seltzers.

There’s a commitment to the flavour and supporting it to become part of a total brand experience.

Limited time offers (LTO’s) can be very effective here. You have the possibility of creating the noise and disruption that brands are looking for, but you also don’t risk diluting the brand by adding whole new SKU’s into the portfolio.

LTO’s also create more potential for activation, gaining support from retailers and in general having more to say for themselves than a simple line extension.

So in summary:

• Flavour fantasy is the latest example of flavour extensions but what brands are really searching for is a flavour strategy.

• Be extremely cautious about adding more lines into the portfolio

• Be very aware of the potential for dilution of margin, weakening of the core and lack of focus that flavours create

• What most brands need is a strong reason to innovate – a point of view that brings more than the sum of its parts and has the potential to deliver a more exciting extension

• Use LTO’s as a way of delivering these with the idea that you need to amplify flavour beyond an ingredient, using cultural or sensorial stimulus to give people something to talk about.

To learn all about our Edible Escapism and our research into the topic on The Mix Global

In July, Absolut Vodka and Heinz announced they were bringing back last year’s viral collaboration, their Tomato Vodka Pasta Sauce.

The popular product was inspired by the social media craze for pasta alla vodka, ignited in 2020 when model Gigi Hadid posted a video of her recipe. When the collaboration launched in the UK last year, the limited release flew off the shelves – selling out in just four days.  

Now, these two big brands say they have decided to revive the product after being inundated with requests for another chance to buy it.

Its success is a testament to the power of social media, but also to Heinz and Absolut’s ability to spot a way into the ways Gen Z use and interact with food and drink.

Since the pandemic, when people desperately searched for ways to escape the monotony of lockdowns, food has become a form of escapism for Gen Z, as well as some other generations.

In 2020, the internet was ablaze with images and videos of homemade banana bread, cloud eggs and whipped coffee. Now, social media is the main source of cooking inspiration for Gen Z, as they share tips for and attempts at different recipes.

Edible Escapism has continued to grow as the pandemic gave way to the cost-of-living crisis. People are now grabbing the opportunity to their take tastebuds on a trip, without the cost of an international flight. The popularity of TikTok has given rise to even more viral food trends, building on the love of aesthetically pleasing food videos and images that social media has cultivated.

In a recent article for Grub Street, titled The Hype Bakery is Here to Stay, New York’s viral bakery owners discussed their surprise at opening to queues snaking round the block and selling out their black-sesame tahini croissants or chocolate pains Suisse after a mere mention on a popular social media account.

For brands, spotting the right trend to jump on is a delicate undertaking. People – Gen Z in particular – are wary of an inauthentic partnership, which are seen as a cynical ploy to make money.

Absolut and Heinz got it right last year – having to limit sales to two purchases per customer – but just because vodka pasta sauce was popular didn’t guarantee their success. One key element was that both Heinz and Absolut brought brand awareness to each of their components, and it made sense for these two giants to collaborate.

There is danger in any brand hoping to align themselves with a social media trend.

At The Mix Global, we wanted to dig deeper into Edible Escapism, looking further than just “what’s going viral now” to understand why food carries such cultural cachet with Gen Z and, ultimately, to unearth where brands fit into all this.

Through speaking to Gen Z themselves and experts in food and drink, our research has explored the multi-faceted ways that food and drink consumption and interaction is evolving among this generation.

Read all about our Edible Escapism research over on The Mix Global

When Atsushi Katsuki, CEO of Asahi, admitted that the brand had been “producing non-alcoholic beverages from the point of view of alcohol drinkers,” it marked a turning point for the entire industry. It’s high time drinks brands recognise and cater to non-drinkers on their own terms. 

But this shift isn't just about health—it's about creating new spaces and experiences.  

I have seen this play out all too well. In September 2020, I organised my first ticketed music event, a Sunday day-party and charity fundraiser in Tottenham’s since-bulldozed venue ‘The Cause’. I had been writing about music and grassroots culture for 10 years by that point, even my master’s dissertation was on the subject of electronic dance music and how it derives meaning from spaces where society behaves differently. To say that I’m passionate about the subject is an understatement. Yet, up until this point I had never felt the need to organise my own party, I was happy with the events available to me. This changed in 2020. 

At a surface level, I simply wanted an event that adapted to covid-restrictions, rather than feeling like sad reflections of unrestricted events. At my party, I provided ticket-holders with painting materials and invited local painters to create ‘cover artworks’ for each of the DJ sets. At a deeper level, I was trying to respond to the serious mental health challenges that my friends and I were experiencing, to provide us with some new means of expressing ourselves, now that public dancing was essentially illegal. These legal restrictions ended in 2021, but I kept organising events – the need for different kinds of spaces was still there. 

Like most festivals, pubs and club events, I rely on alcohol sales for my events to break even. We operate on a Sunday in a venue with plenty of natural light, so perhaps unsurprisingly we don’t tend to sell many drinks, sometimes we have to rely on the sale of artworks created on the day to avoid losing money. Interestingly, things aren’t so different over in London’s darkest, sweatiest Sunday party, the Berlin Techno-adjacent ‘Unfold’; a lot of their clientele are sober too.   

My event has a partnership with the vitality shot-brand MOJU, who provide us with a crate-load of ginger shots to give away at the event. Aside from giving our visitors an energy boost (ginger is a natural stimulant), these shots have a powerful social function. All alcohol-drinkers know how welcoming it is to enter a party and be offered a drink, and there is something particularly wonderful about being able to do this without navigating the potential awkwardness of turning down alcohol. DJs often feel pressured to drink with the promotors who book them, and it’s been interesting that when I offer a DJ a choice of an alcoholic drink or a ginger shot, they tend to accept the latter (especially if they have just got in from a flight).  

Of course, the shift away from alcohol isn’t just happening in Sunday day parties, it’s impossible to avoid the articles, reports and LinkedIn posts discussing how Gen Z drinks less than previous generations. Asahi’s Katsuki has also noted this, outlining his 2030 plans “to double the share of beverages with zero or low alcohol to 20% of our overall beverage sales.” This is an existential moment, not just for the producers of alcohol, but also the spaces where it is sold; recent figures estimated that five UK nightclubs are closing down every week.

Whether young people "want to be healthy” or not, they still still need places like nightclubs where they can make friends, meet romantic interests and express themselves.

This younger generation still need new social experiences, in spaces that are easy to navigate as Tinder and as colourful as TikTok.  

To do this, the alcohol and the events industries need to collaborate to facilitate these new spaces and experiences. As Katsuki has noted, up until now, non-alcoholic beverages have been produced from the point of view of alcohol drinkers trying to cut down or drink less. This ignores the bigger picture.  

Promoters need the big alcohol brands to be bold and take risks. As it’s enormously expensive for independent drinks brands to break into pubs and clubs, we need the wholesalers to step up and step in. This could be through collaborating with exciting, boundary-pushing soft drinks brands and helping them enter alcohol-based spaces. Alternatively, helping to build the kinds of events where these new products and the people who drink them can thrive. Invest in neuro-friendly venues where it's easy for all to see and hear the performers, with spaces other than a crowded dancefloor and a smoking area. Collaborate with creative promoters who lack the budget to bring their dreams to life and connect with other people who want to make a change.

I find myself thinking back to Heineken’s iconic 1975 campaign, which spearheaded lager promotion with the ground-breaking notion that the brand (and lager in general) ‘Refreshes the parts that other beers cannot reach.' We need new drinks that refresh the people that alcohol cannot reach, and support the venues which alcohol cannot sustain.  

A bite of a croissant can whisk the eater away to the streets of Paris, the sip of a margarita to a beach in Mexico, the smell of a perfectly cooked biriyani to the bustling streets of Mumbai.

As the cost-of-living crisis continues, many people – Gen Z in particular – are turning to food as a form of escapism. Social media is awash with images of the latest elaborate croissant from the bakery du-jour or an aesthetically-pleasing attempt at a viral food trend.

Flights are expensive, hotels are expensive, but, for a fraction of the cost, food can transport someone to another culture, or at the least give them a taste of it. Experiencing other cultures is particularly important for Gen Z, who value authenticity and sustainability, but they don’t always have the money to experience it in person. This has given food and drink a new cultural cachet: the experience of a different country or culture doesn’t mean leaving their home or area they live in.

This is seen in the success of product releases such as Smirnoff’s Spicy Tamarind Vodka. Originally launched in Mexico, Diageo rolled out the brand in the US in 2020 bringing “the best of its local culture to global audiences”. With packaging heavily referencing Mexican culture and Dia De Muertos (Day of the Dead), the vodka found great success in the US, leading to a subsequent roll out in the UK. Similarly, retailers are reporting a rise in demand for hot sauces, with Waitrose reporting a 55% rise at the end of 2023. Specialist retailer Hop Burns & Black, which reported a 94% rise, said hot sauce sales have been boosted by a “desire to explore flavours from around the world”.

It’s also seen across social media, as people search for authentic versions of food from another culture in their local area. Creators on TikTok and Instagram are producing content showcasing “the best authentic Thai food in London”, for example, or instructional videos on “how to create” traditional Chinese/Italian/Mexican dishes at home. A lot of these feature recipes passed down from parents or grandparents, highlighting the authenticity of the dishes and bringing previously unknown ingredients to the attention of an audience outside of that culture.

Food as a reflection of identity

Escapism doesn’t just mean an escape to another country but also an escape from the banality of daily life, integrating a little indulgence into the day when needed. A survey of 16- to 24-year-olds conducted by Vogue Business found that, out of 166, more than half have bought what they consider to be luxury food or drink in the last year.

Food choices have the potential to make a day or evening feel special without the need to spend an astronomical amount. It started when cooking became a form of “pandemic escapism” during Covid lockdowns. Now, as the cost-of-living crisis continues, it means people increasingly spend more on a small treat, such as a luxury pastry, or their grocery basket – with a nicer bottle of wine or higher quality ingredients – but still feeling they are saving money overall.

A report from McKinsey & Company found that 38 per cent of Gen Z intend to splurge on groceries in the next three months. Scroll through TikTok and you’ll find hundreds of videos of themed dinners, such as a French dinner party complete with homemade menus or a “haul video” from Erewhon, Whole Foods or Joe and the Juice. As Vogue Business explained: “online, food is fashion”.

In this way, edible escapism is also a way to show off personality and creativity. Sharing where and what they eat and drink is a way for people to demonstrate who they are. Knowing how to cook – even if it began as pandemic escapism or an economic consideration – has become a key identity marker for Gen Z, as an article in the Atlantic explained. “Whether stuck in their parents’ homes or on their own, these young people embraced cooking as an act of independence and, as one researcher told me, coping… Today, cooking has become a major generational avocation and source of pride,” the article’s author writes. Plus, the process of cooking can improve mood as well as decrease anxiety, one academic told the publication.

Edible escapism offers a unique avenue for engagement, particularly with a generation that values authenticity, sustainability, and meaningful experiences. By tapping into this in a meaningful way, brands can connect with new audiences and create products that not only satisfy the palate but also contain a sense of adventure and cultural appreciation.

Delve deeper into Edible Escapism and what it means for modern brands over at The Mix Global

What’s worth paying more for? It's the burning question that countless brands strive to answer, as many struggle to justify premium positioning. 

And with the cost-of-living crisis raging on, is it even the right time to ask this question? Do people want to part with their hard-earned cash for premium products in such difficult times? 

As the world tumbles from one disaster to another, you could be forgiven for thinking that people would be consistently opting for the cheaper option. Yet, this is not what’s happening.

Despite pursuing a high value, rather than low cost, message, M&S recently became the UK’s second favourite supermarket after Aldi; premium leggings company Lululemon - which charges around $168 per pair - had their biggest year in 2023; and On the Beach posted a rise of 82% in 5-star holiday sales compared with pre-Covid levels. 

Clearly, there are things that people feel are worth paying more for. The question is: what and why? 

At The Mix, we knew it was time for a rethink when it comes to understanding consumer spending. We needed to bust some myths.

To this, we held two events. One at the Groucho Club in London, the other at the Chelsea Hotel in New York. Despite the latter coming to a crashing end with the arrival of 40 firefighters and 10 fire trucks to put out a blaze at the hotel, the events helped us expose the persistent myths and outdated thinking surrounding consumer spending. 

Through this research, we unearthed a fundamental truth: consumers can find value in unexpected places. We live in an age where everything from tampons and toilet roll, to bin bags has been made desirable.

So, how do you create meaning and value? 

Fundamentally, there are three areas that need to be understood before even thinking about embarking on a premiumisation strategy:  

People are not consistent. Most people will buy premium products some of the time but the value they place on different types of goods shifts, depending on who they are and what happens around them. It’s time to ditch the old, narrow view and embrace the diverse reasons why people really spend their money on premium brands.

It’s character, not consumer. Buying premium isn’t just about buying a treat. In FMCG, we always talk about the consumer, but social media has created a highly performative new version of identity. Now, people make choices based on what it will say about them. The brands they buy help construct their identities. 

Occasionality is key. The truth is that overwhelm is causing shopping anxiety. The amount of choice people face everyday reduces exclusivity. Instead, people obsess about finding the perfect choice and end up walking away with nothing. Occasionality will cut through the noise.

The trick is understanding that people will spend more on specific baskets than they do on general ones, because they will spend more on an occasion. It taps into our earlier point: people make choices based on what it will say about them, and occasions are where they show their friends, family or colleagues who they really are. 

To learn more about what we’ve discovered through this research, watch this space or get in contact. 

Once the world learned that children as young as ten now have skincare routines, the outrage was quick to follow. Headlines proclaimed that the way these so-called “Sephora Kids” use skincare products is “dangerous” and warned that anti-aging content is causing appearance anxiety across this generation. 

At The Mix, instead of wringing our hands and worrying about “the youth”, we decided to ask them directly about why they use skincare products and what a skincare routine means to them. 

These conversations with today’s 10- to 15-year-olds have been enlightening. 

Our research results have demonstrated how easy it is for everyone, not just the media, to become fixated on a shocking statistic or statement - “Children as young as ten using retinol!”- and demonize the habits of a whole generation. For example, we discovered that Sephora Kids is a misleading phrase. In fact, the majority of the Gen Alpha surveyed get their skincare from Walmart (US) or Boots (UK). 

So, just because many have a skincare routine doesn’t mean the whole generation is spiraling into anti-ageing anxiety or are all self-obsessed social media addicts. 

And this sort of generalization has happened before. We’ve previously been warned that Gen Z are overly sensitive narcissists with short attention spans, and before that it was Millennials for lacking self-sufficiency and wasting all their money on avocado toast. Even Baby Boomers were subjected to societal panic over their obsession with rock’n’roll and, horror of horrors, the trend for men to have long hair. There’s always something to worry about. 

As one 13-year-old told us: “I don’t think kids should be hated for trying to look after their skin when they’re just trying to do what’s best for them...I just want to look after my skin without annoying other people.” 

Yes, many Gen Alpha have a detailed skincare regimen, but is that really such a bad thing? What’s more important is to understand the motivations behind their use, and why they choose the products they do. 

Our survey of 10- to 15-year-olds in the UK and the US with a skincare routine found that around two-thirds (68% in the UK, 61% in the US) use skincare to protect their skin, while just over 40 per cent use it because they are worried about acne. They have aspirations for their skin, but we found they are much more nuanced than simply based on a fear of aging. Many (42%) even use it to feel calm and relaxed. 

There’s certainly nothing new about early adolescents worrying about spots. What’s different is that these tweens have a multi-step routine and a love of brands like Drunk Elephant, which most older generations only developed as they got older, instead they relied on Clean and Clear face washes or Proactiv if they were really worried about acne. Each generation adapts to the knowledge available, and Gen Alpha have masses at their fingertips. 

Of course that doesn’t mean Gen Alpha’s use of skincare products doesn’t have downsides or elements to watch out for. It’s a complex conversation, with the research showing that skincare has become a form of social currency with interest fuelled by their exposure to social media. 

Our research also looked at:

• The brands they use

• Their shopping routines

• Where they get inspiration from

• Parents of Gen Alpha and how they view their children’s skincare habits

To find out more about what we learned from our Gen Alpha and skincare research contact sam@themixglobal.com or sign up to our webinar on 26th March “Generation Alpha and The Rise of Skincare”. 

The age of Sephora Kids

Young girls are filling up Sephora in droves. Gone are the days when Claire’s held enough sparkle and zest to hold the fascination of tween girls. The Generation Alpha (ages 14 and younger) is interested in something different - their skin.

Onlookers are perplexed trying to reconcile the scenes of girls as young as 10 years old rummaging through the aisles of Sephora in hopes of finding the trendiest skin care, specifically from the likes of Drunk Elephant, Bubble, Sol de Janeiro and Rare Beauty (to name a few). Why are children begging their parents to buy them anti-aging cream?

Before we jump on the bandwagon of criticizing the new generation, we should try to understand in what ways it’s similar and different to what we’ve experienced. We were all influenced by beauty standards growing up and we definitely had trends - Remember EOS lip balm? Hollister body sprays? St. Ives scrubs? Teeth whitening strips? Or even using toothpaste to treat pimples… In many ways, we were once just like them - begging our parents or older relatives to buy whatever fad was in, disregarding whether it worked or was age appropriate. We too found excitement in mirroring people and trends that were considered popular.

Playing “Grown Up” or “Dress Up” is hardly a new phenomenon. Kids replicate what they see, and the allure of cosplaying as an adult is timeless. Children have long been fascinated with their mom’s or older sister’s creams, perfumes, lipsticks and clothes. However, with the ever increasing popularity of video in social media, children are more exposed to trends and fads like never before - whether it’s through watching their mom get ready, or watching a GRWM of their favorite influencers on Tik Tok. 

Skincare isn’t just harmless fun

While playing “grown up” can be innocent fun, the behaviors of children seem more extreme and more concerning now  - specifically their fixation on buying products that can have adverse effects on their skin. In light of the uptick in young consumers, dermatologists and even skin care brands themselves have released statements cautioning that certain products and chemicals are harmful for young skin.

In an online article, board-certified dermatologist, Rachel Westbay, warns against children using adult skincare products, “Teenagers do not need to be using vitamin C serums, retinoids for anti-aging purposes, chemical exfoliants like alpha hydroxy acids, nor the vast majority of TikTok trending toners, serums, and masks”.  Supporting this perspective, dermatologist Dr. Jeffy adds that, "These products are likely to cause irritation to the skin barrier…the other concern is that constant inflammation in the skin can actually negatively affect collagen down the line."

According to dermatologists, children should not have elaborate routines and should only be considering light cleansers, moisturizers and sunscreen.

In a recent instagram post, Drunk Elephant addressed the frequently asked concern: “Can kids and tweens use Drunk Elephant?” They answered: “Yes! Many of our products are designed for all skin, including kids and tweens. First, I would say stay away from our more potent products that include acids and retinols—their skin does not need these ingredients quite yet.” They went on to outline a list of products that are “safe for kids and tweens to use”.

Developing anxiety at a young age

More insidious than the potential physical implications, people are concerned about the mental implications of fixating on appearance at such a young age. With videos of children doing elaborate skincare routines to slow down their aging process, parents believe this could be a dangerous pretext for increased anxiety and obsession over appearance in a particularly vulnerable population. 

In an article by The Cut, dermatologist Jessica Weiser warns, “[young girls] watch TikTok videos and then buy a load of products based on an influencer’s recommendations. Not only is this not good for their skin, it can also be damaging to the psyche. There’s immense pressure to have a ‘perfect’ complexion that appears, from these influencers, to be attainable only through expensive products and complex skin-care routines.” 

Though there are countless studies and research that shows the potential negative impact of social media and influencer culture on self-esteem, it is important to consider to what extent the anxieties and fears of adults are being projected onto kids. Is there a way to embrace the world of children’s skincare, while minimizing the potential harms?

Why are children drawn to skincare? 

A boon for kids who aren’t allowed to wear makeup

Unlike in the past where high maintenance skincare regimens mainly targeted persons suffering with chronic issues like severe acne, skincare could now be seen as a fun and safe alternative to makeup. GRWMs and morning/night routines have made the world of skin care as special and aspirational as makeup, but more inclusive. Children who aren’t allowed to wear makeup could be gravitating to skin care as a more age-appropriate alternative that allows them to express themselves without crossing age-inappropriate boundaries.

Routines help regain a sense of control during transitional periods of life

The transition from child to tween to teenager are pivotal phases. For many adults, having a routine helps give them a sense of control - could this also be the case for the younger generation as well? A detailed and thoughtful skin care routine could inspire feelings of calm and control over their lives during a time that is typically seen as confusing and tumultuous. 

While the unsupervised use of adult skin care has been clearly shown to have dire implications for young girls, there is an opportunity to make puberty fun and exciting, rather than terrifying. It could offer an opportunity for children to feel like they have a sense of control and stability in an otherwise rapidly changing body and world. 

How do we rethink children’s skincare?

Skin care, like haircare, can be an explorative and bonding activity 

Rather than dismissing this trend outright, parents are finding ways to turn skincare into a positive and educational experience, sharing strategies to ensure their children have fun while learning about their skin. We can see a parallel emerging between skin care and hair care. Both can be viewed as a rite of passage that parents take pride and care in guiding their children through. Rather than giving them free reign to pick, choose and refuse products solely based on trends, they try to steer them away from products that are potentially harmful, and teach them about products that are best for their skin.

A segue to practicing personal hygiene and self care

More so, parents have also used their child’s interest in skin care as an opportunity to begin teaching them about the importance of personal hygiene , and how that contributes to a larger concept of self care. Skincare can become a segue into broader discussions about taking care of oneself, laying the foundation for a lifelong understanding of health and well-being.

What Next? An emerging industry 

While the scenes of children swarming the aisles of beauty stores might evoke mixed emotions, at core, it unveils a profound interest in skincare among the younger generation. There's an opportunity here to redefine the narrative. Instead of viewing it solely as a cause for concern, it's a chance to curate a category of safe, non-toxic products tailored to the needs of young skin. By approaching skincare as a positive and educational experience, it’s possible to transform this new interest into an avenue for fostering a sense of control, self-expression, and foundational lessons in personal care for the next generation.

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