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Lululemon taps 78-year-old fitness influencer Joan MacDonald for new campaign

So Joan ft. Joan MacDonald for Lululemon, US

Global – Lululemon is challenging ageist fitness stereotypes with its latest campaign, featuring 78-year-old fitness influencer Joan MacDonald. As part of the launch of its Glow Up collection, the brand spotlights MacDonald as a testament to longevity, strength and self-transformation.

MacDonald, who began her fitness journey in her 70s, has built a global following by proving that age is no barrier to athleticism. Her collaboration with Lululemon aligns with the brand’s commitment to inclusivity in sportswear. ‘If she can lift 135 pounds at 78, maybe I can lift my butt from this couch,’ says the narrator in the new ad. ‘Maybe I should be more annoying.’

The Glow Up collection introduces Ultralu, a sculpting fabric designed for high-performance training. Key pieces include the Glow Up Tank Top, featuring built-in support, and the Glow Up Super-High-Rise Tight, offering a secure, sculpted fit.

By featuring MacDonald, Lululemon signals a shift towards greater representation in activewear. Our Boomers Now and Next: From Ageing to Becoming macrotrend highlighted the demographic’s growing fitness enthusiasm and their interest in tracking workouts on Strava. In She Is Mother, we predicted that advertisers would increasingly embrace women over 60, as numerous actresses and social media content creators have found renewed success among Gen Z.

Strategic opportunity

With life expectancy rising and older consumers remaining active, there’s an opportunity to design products, services and experiences that cater to a generation redefining ageing. This includes fitness gear, health supplements and digital wellness platforms

Black Tomato introduces AI-powered Feelings Engine for emotion-driven travel

UK – Luxury travel company Black Tomato is marking its 20th anniversary with a groundbreaking AI-powered booking tool, which curates trips based on travellers’ desired emotions rather than destinations.

The new platform, The Pursuit of Feeling, allows users to plan their next trip based on how they want to feel, highlighting five emotional pillars: revitalised, freedom, distraction, challenged and contentment.

At the heart of this innovation is The Feelings Engine, an AI-driven tool that processes personal inputs such as, ‘I want to feel untethered’ or ‘I want to feel wonder like never before’, to generate tailored trip recommendations from Black Tomato’s collection of 100 curated experiences.

Alongside the platform, Black Tomato is launching a podcast featuring leading voices from art, fashion and psychology discussing the intersection of travel and emotion. Additionally, the company is unveiling five immersive journeys, each aligned with an emotional pillar – such as a freedom-seeking adventure through Chile’s Atacama Desert or a revitalising retreat in India’s Himalayan foothills.

‘Travel is deeply personal,’ says Black Tomato, ‘and now, it can be designed around how you want to feel.’

For more insights on what consumers desire for their holidays, head to our Future Forecast 2025: Travel & Hospitality macrotrend report.

Pursuit of Feeling by Black Tomato, Global

Strategic opportunity

Design travel with purpose in mind by creating experiences that go beyond sightseeing, immersing travellers in awe-inspiring moments and rich storytelling that leaves a lasting emotional imprint

Stat: Gen Z are being priced out of the nightlife economy

Klymax at Potato Head, Bali

UK – Rising costs and safety concerns are keeping young people out of the UK’s nightlife scene, according to a new report from the Night Time Industries Association (NTIA).

Based on a survey of 2,001 people aged 18 to 30, the study reveals that 68% are going out less due to economic pressures, with 53% spending less on nights out compared to a year ago.

Safety is another key factor, with almost a third of respondents reporting negative emotions (such as fear or anxiety) when out at night, and more than half of surveyed women expressing concerns about travelling late at night. Almost 70% say improved late-night transport would encourage them to stay out later

The NTIA is urging policymakers to invest in safer streets, extended transport services and financial support for venues.

The report confirms the analysis in our Homely Hospitality report, which identified the shift towards safe, intimate gatherings among Gen Z. While Designing Nightlife uncovers how rising costs and shifting interests are reshaping nightlife worldwide, and spotlights the industry innovators trying to save the future of hospitality after dark.

Strategic opportunity

Consider how you can make nightlife more accessible for Gen Z. Could your retail space double as a late-night social hub? Could you subsidise travel for club nights or festivals? Or even co-create free pop-up club experiences with venues?