LSN : News : Stat: WARC report reveals markets are overlooking single-person households

Mini AGMC re-imagines henna as healthcare for Breast Cancer Awareness month

In Your Own Hands Breast Awareness campaign by Mini AGMC

Middle East – Developed for Breast Cancer Awareness Month, Mini Arabian Gulf Mechanical Centre (AGMC’s) In Your Own Hands campaign merges cultural heritage with health awareness by using henna art to teach breast self-examinations.

Marketing agency Serviceplan Middle East created the campaign, enlisting contemporary henna artist Dr Azra Khamissa to create a series of patterns, each representing a step in breast self-examination (spiral, wedge, circular and up-and-down movements). An accompanying pocket guide explains each design.

The campaign also includes a 60-second campaign video with the message: ‘There’s no bigger act of love than keeping your health in check’, encouraging women to see early detection as self-care. Mini AGMC hosted a series of events in Dubai to celebrate the campaign, connecting with women through art and community.

In The Future of Women’s Health, we explored the importance of preventative healthcare and the necessity for women-focused healthcare campaigns and initiatives to eradicate the gender health gap.

Strategic opportunity

Take inspiration from Mini AGMC’s campaign and integrate traditional practices with modern health initiatives to resonate with diverse communities and create meaningful connections with your audience

American Express re-invents hotel wellness with skincare fridges

Skincare Fridges by Amex Travel, UK

UK – American Express Travel is elevating the hotel experience by replacing traditional mini-bars with skincare fridges at three luxury London hotels. From 29 November to 1 December 2024, select Amex Gold and Platinum Card members staying at The BoTree, Vintry & Mercer or The Hoxton, Holborn, through The Hotel Collection, will enjoy complimentary in-room fridges stocked with premium skincare products.

Valued at over £250 ($314, €299), these gender-neutral products include flight-friendly offerings from brands such as Elemis, Sunday Riley and 111Skin, aligning with the growing trend of travellers seeking wellness-focused amenities. As Sangeeta Naik, global head of strategic partnerships and marketing at American Express Travel, explains: ‘Self-care is a significant focus for younger travellers, with 60% of Gen Z and Millennials prioritising hotels offering wellness services.’

Part of The Hotel Collection’s global expansion to more than 1,000 upscale properties, this initiative blends luxury and wellness, catering for the next generation of experience-driven travellers. It also aligns with our findings in Travel-proofing Wellness Rituals.

Strategic opportunity

Hotels and hospitality providers should tap into wellness trends by integrating thoughtful, luxury-focused amenities such as skincare experiences or personalised treatment menus to resonate with younger, health and wellness-orientated travellers

Deliveroo and Hurr team up for on-demand luxury fashion rentals

Sporty & Rich and The Carlyle, US

UK – Deliveroo has teamed up with designer fashion rental business Hurr to introduce an industry-first service offering luxury dress rentals delivered in just 20 minutes.

Launching during the festive season, the partnership allows customers in central London to select from more than 50 high-end brands such as Self-Portrait and Rixo, directly via the Deliveroo app.

Each rented item is available for four days and will be delivered by a Deliveroo courier, along with a returns label and instructions on sending back the item by post. Previously available by overnight delivery, Hurr’s rental service now combines sustainability with convenience, elevating access to pre-loved fashion.

‘Customer experience is at the heart of Hurr and this unique partnership will deliver your last-minute or planned party wear looks to your door faster than fast fashion itself,’ said Hurr founder Victoria Prew.

From brands such as Upstream revolutionising fashion ownership to the industry figures Regulating Clean Fashion Futures, LS:N Global’s Fashion section tracks the key shifts and emerging talent driving change in the industry.

Strategic opportunity

How can your business combine convenience and sustainability to disrupt traditional retail models? Could you offer on-demand refillable products, for instance, or launch rapid local delivery of upcycled goods and zero-waste packaging solutions?

Stat: WARC report reveals markets are overlooking single-person households

Ikea Resten, Singapore

Global – The Marketer’s Toolkit 2025 by advertising and marketing research centre WARC has identified the key trends and challenges poised to shape advertising strategies in the coming year.

With global ad spending forecast to grow to £915bn ($1.15 trillion, €1.09 trillion) in 2025, 65% of marketers are optimistic about improved economic conditions as inflation falls and consumer confidence recovers. The report recommends prioritising consistent brand-building and pricing power to capitalise on stabilising markets. But WARC warns of a widening customer experience gap, and calls on marketers to align brand promises with real consumer interactions to prevent customer churn and switching.

The report emphasises that a missed opportunity lies in the growing single-person household market, projected to rise by 48% by 2040. Despite this, 68% of advertisers are failing to target this expanding and underserved segment. We delve further into how this segment is not an alternative choice, but a mainstream reality in Women Without Kids.

Strategic opportunity

Prioritise underserved yet rapidly growing demographics such as single-person households by tailoring products, messaging and experiences to their unique needs, making your consumers feel seen and understood, and fostering stronger brand loyalty