Going once, going twice! The art of auctioning gains new appeal.

As NFT chatter loses steam, a perfect storm of nostalgia, secondhand sensibilities, and investment savvy has young consumers interested in products with provenance. According to Thred Up’s 2023 Resale Report, 82% of Gen Z has considered the resale value of apparel before buying it, a trend now being translated to the collector’s world and with a focus on iconic items. A first-generation iPod just sold for $29,000, while Steve Jobs' Birkenstocks went for $218,000. Meanwhile, the writers of hit shows are auctioning off TV memorabilia such as Seinfeld scripts and Friends props to offset losses during the strike. As this new cohort sees value in nostalgic, one-of-a-kind items, The Co. anticipates the auction space catering to this demo, getting less stuffy, more accessible, and shifting focus away from traditional art. Following Pharrell’s new concept Joopiter, a digital-first auction house meant to serve a new generation of collectors, we’re envisioning Depop meets Sotheby's.

It’s a Sonny Angels girl Summer.

Speaking of collectibles, move over Beanie Babies because there’s a new kid in town. Known for their adorably eclectic figurines, Japanese brand Sonny Angels has taken the Gen-Z world by storm. Meant to bring happiness and healing to their owners, these little “angels” serve as part good luck charm, part décor, part collector’s currency. Released monthly in themed collections and limited quantities, the statuette is a surprise when unboxed. Tapping into notions of discoverability and sentimentality and riding on the wave of Lucky Girl syndrome and an incoming anime aesthetic, expect these fellas to stick around as IYKYK items.

Zoomers are feeling like Boomers.

Inundated with anti-aging messaging early on, Gen Z is under the impression they’re getting old, fast. Transparent on social media about the plastic surgery and procedures they are having done, trending ‘Old-Age’ filters that overlay faces with wrinkles and saggy skin now further instill fears of an aged appearance. As Gen A grows its online presence, Z’s have also started worrying they are falling out of touch as they realize they can’t make sense of the A's meme humor and references (welcome to the club). Now, they’ve turned to TikTok to share their parenthood panic after learning their kids will be part of the new Gen Beta. The existential stress is real for these digital natives. Break through the growing anti-aging discourse by pumping up product and promotion that reminds this generation to celebrate their youth. They need it now more than ever!

Study the ABC's Of Gen Z To develop your vocabulary and understanding of how to communicate with this complex cohort effectively.

Gladiator days return as unexpected faces take to the ring.

Shaking up the sport's future, new characters have brought spectatorship and spectacle back to boxing. Captured in a recent Netflix Untold documentary, YouTube star turned boxing sensation Jake Paul has not lost his content-creating showmanship, riding into his last fight on an army tank and infusing every press conference with trash-talking, once even sparking a now infamous brawl by stealing Floyd Mayweather’s hat. While his antics have made him a controversial figure in the space, his impact on spectatorship has been undeniable, breaking top boxing sales records with his most recent fight bringing in 800K pay-per-view buys. Meanwhile, Big Tech billionaires Elon Musk and Mark Zuckerberg have gained buzz by challenging each other to a cage fight they plan to stream live on X (the artist formerly known as Twitter). With consumers clearly craving pure, unfiltered entertainment, we expect this influx of eyeballs and dollars to bring new energy and new rules to the fighting world.

Everything feeling a little unhinged? Check out the first in our Consumer Dynamics Series, Vibes Shift, for a breakdown of the influences and elements driving consumer behaviors.

La vita è bella in the world of Italian collaborations.

Besides having us wish for a Spritz, the summertime exodus to Italy highlights the carefully considered collaboration strategy of many Italian brands. On their third installment, Positano hotel Le Sirenuse’s Tombolo collection pays tribute to the hotel through painstaking detail, commissioning the artist responsible for the ceramic mural in the hotel bar to create a painted tile that was then transferred true-to-size on the garments. Similarly, Hotel il Pelicano has teamed up with emerging Italian swimwear brand Lido to create gradient print pieces nodding to favorite poolside cocktails: The Aperol Spritz and Negroni. Always paving the way is Sant Ambroeus, meticulously selecting partners who simultaneously expand their reach as a lifestyle brand while perfectly aligning with their old-new ethos, from The Attico and MadHappy to Le Labo and Ginori. Next time you are pondering a potential partnership think: WWTID? (What would the Italians do?)