How did our predictions from last year fare? Highlights from health, lifestyle, and luxury
Our annual The Future 100 report dives into the trends, innovation, and cultural changes that will drive the next year. How did last year’s predictions fare? Below, we look back at our most accurate predictions in health, lifestyle and luxury.
Rebranding sexual wellness (#86)
The global wellness industry, which the Global Wellness Institute calculates to be worth over $3.7 trillion, is rapidly expanding into the bedroom. 2018 saw a host of new brands and products destigmatizing sexual health and wellness, using direct-to-consumer models, frank messaging and design-forward branding to push the category into the mainstream.
- Direct-to-consumer men’s wellness brand Hims launched Hers in November 2018, simplifying access to birth control and libido boosters for women and “rebuilding healthcare for her in mind.”
- Ohnut, a silicone wearable that alleviates deep dyspareunia, or painful sex, reached its kickstarter goal and began production in 2018. The product is opening up the conversation around painful sex in an effort to “change the rules of sex,” says the brand.
- Modern sex essentials brand Maude introduced its first line with gender neutral products including condoms, lubricant and a vibrator. The brand also opened an extended pop-up in Williamsburg in November.
- Roman (Ro), the men’s wellness brand targeting erectile dysfunction, launched new app “Morning Glory” in January to help men track morning erections, which are an important indication of overall sexual health.
2018 has been a great year for cannabis. As of November 2018, 10 states in the US have legalized recreational marijuana and 33 states offer medical marijuana. Canada fully legalized recreational cannabis this year, becoming the second nation to do so. These new laws have opened up the category, making way for an abundance of lifestyle cannabis brands, CBD drinks and cannabis accessories.
- New York City welcomed its first luxury cannabis store this year called MedMen. The store aims to rebrand cannabis as a consumer product by elevating its wellness properties “from stress relief to curing insomnia.”
- In April 2018, the Standard Hotel introduced its first cannabis dispensary in the Hollywood brand. Guests were able to indulge in Lord Jones’ CBD gummies, chocolates and lotions. Over on the East Coast, the James New York-NoMad hotel started offering an in-room CBD tasting menu.
- Cannabis-themed tours are also blazing the travel industry with Greenline Trips offering tours in California since 2018. For more read our story, Traveling on a High.
- For more on how cannabis is making an economic boon, read our report High Times.
Generation Z luxury (#80)
Gen Zers are set to drive the luxury goods growth in 2025, according to a recent report released by research consultancy Bain and Co. The study suggests that generation Z and millennials will make up 55% of the luxury market in 2025. With this in mind, companies are already channeling campaigns and launches for the younger generation.
- Gen Z model, Kaia Gerber landed her first Chanel campaign at 16-years-old earlier this year and is the new face of the French brand’s Spring 2018 handbag ads. The model was also named make-up ambassador for YSL Beaute this fall.
- 16-year-old Lily-Rose Depp was named the new face of Chanel No. 5 earlier this year.
- Gucci was named a top-10 brand among generation Z in Conde Nast’s annual Love List ranking.
- In March Louis Vuitton named Virgil Abloh as its new menswear artistic director, and when it came to debuting his collection, Abloh decided to use Instagram’s new feature, IGTV, for an exclusive behind-the-scenes documentary of his SS19 collection.