Humans yearn for the light switch 💡

Plus: Closet sales, examples of fantastic brand alignment, and “flip” phones.

Welcome back, Scanner!

There’s not much we love more than great brand alignment. On our radar this week? Coach is becoming the luxury handbag of the WNBA (seriously, what could be better for a sports team than a brand named “Coach”). We can’t help but nod to Lebron James becoming Barbie’s first pro male athlete to get their own Ken doll. And, somehow, we feel like Glen Powell’s condiment brand launching at Walmart feels right. Blame our cheery mood on the spring sunshine, the overflow of signals, or (perhaps) the hilarious memes coming out of the celebrity 11-minute ride to space to “inspire women.” Whatever the case, we’re glad you’re here for another SCAN 👀 CLUB.

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Let’s get into it.

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📅 CURRENT

The Next Big Shopping Destination: Closet Sales

Because who didn’t buy a little too much during 2020?

What’s changing?

The latest trend for fashion lovers? Closet sales. Loved for their curation and uniqueness, closet sales (particularly when done by celebrities and influencers) have been taking off over the past few years in cities like New York. Now, we’re seeing these sales evolve from influencer-led events to being put on by regular folks and large brands like Vogue. So, basically, everyone. If you have a fashionista in your circle, you already have seen these going on for some time. It’s safe to assume we will see more as this signal continues to accelerate.

Why does it matter?

So, why does it matter? These closet sales offer a curated, personal shopping experience that gives shoppers a break from crowded malls and, everyone’s favorite, algorithms. Online shopping can feel sterile and devoid of the sensory input of IRL shopping. It works hard to provide a quick dopamine fix, while Closet sales make shoppers work a little harder. There is an opportunity to find something that feels “one of a kind.” It’s a chance for buyers to feel a sense of closeness with their parasocial bestie. These (often exclusive) sales can even feel intimate. They create shared moments that evolve past the digital space.

What could happen next?

What’s the allure of these events? Partially, the items themselves. If we dive a little deeper, it's an opportunity to create a narrative around what you’re buying – which adds layers of meaning to a piece. Shoppers can craft their “collection” of unique items, similar to the thrill of vintage shopping. Each piece they buy tells a story and deepens a connection with the seller. Where else could this mentality apply? How about personal library parties, where hosts put on reading events and attendees can enjoy their “home” library? Or gardening meetups, where you get a cutting from an established plant (that you know where it came from)? As marketers, what does this signal tell us? Are our stories too one-dimensional? Do they feel personal? How can we help “collectors” relate more deeply to our brands? Drop your ideas in the comments below!

Scan-o-meter: 📅 📅 📅 / 5

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😲 SURPRISING

Low Tech Is the New Luxury

The humans yearn for the light switch.

What’s changing?

In a time when even our fridges have some Wi-Fi/robo capacity, those looking for a little luxury are opting for low-tech options in their homes—namely, the ultrarich. This signal claims that celebrities like Sofía Vergara have gone from lauding smart home tech to hating the endless stream of interfaces, updates, and forgotten passwords. Interior designer Carris Livingston shared how their high-end clients have been complaining about the frustrations these technologies create in their homes, making even turning a light on into an ordeal. As a result, low-tech and even no-tech homes have been in high demand.

Why does it matter?

We’ve shared about anti-smart phones, the resurgence of walkmans, camcorders, retro cameras, and more over the past couple of years. We joke online about wanting robots to do our mundane tasks, but our actions seem to show the opposite. As screens are increasingly being added to home gadgets like vacuums and refrigerators, it’s important to monitor how audiences are actually responding. A lot of this tech is being met with hesitancy and frustration. It seems like what we really want is to take back control of our physical spaces – perhaps as a reflection of our lack of control online. Will a good, clickable button actually fix things?

What could happen next?

Even though this story focuses on the “ultrarich,” it is still a signal because it isn’t mainstream yet. Not everyone has the option to choose a low-tech home (even though it can feel counterintuitive). Has it become a privilege to be tech-free? Could we start seeing digital interfaces mimic analog technology to scratch the itch for us regular folks? And, in general, have we evolved past the "technology is cool” stage and firmly entered the “technology can be kind of annoying” phase? How could showing a lower-tech lifestyle be incorporated into digital and social-first content? And, most importantly, do you agree that low-tech is the new luxury? You know where to drop your thoughts.

Scan-o-meter: 😲😲😲😲 / 5

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🎯 SPECIFIC

Heineken Takes Boring Phones A Step Further with “Flip” Phones

And no, we’re not talking about the Razr. Image credit: Heineken

What’s changing?

Heineken first entered the cell phone market with the “Boring Phone,” a simple flip phone that watered down use to the basic necessities (like making a phone call). They shared that this phone was a response to smartphones being “too interesting” for social life, distracting us from what matters: our friends. And they proudly shared that the phone comes “without” instead of “with.” Then, they created a bottle opener that shuts down your work apps. They’ve taken things a step further with the “Flip Phone,” a phone case that flips your phone over when the word “cheers” is said. The phone extends through a social campaign centered around the hashtag #SocialOffSocials.

Why does it matter?

The “Flip Phone” is fun and playful, but it also speaks to the current needs of many digital audiences: having a chance to truly disconnect and enjoy some social connection. As an alcohol brand, they also seamlessly integrate their POV that “drinking together” can be a small act of rebellion against tech addiction. Heineken is positioning itself through these campaigns as an enabler of meaningful social connections. They’re narrowed in on our current social climate and have done the work to evolve their campaigns in a way that feels relevant and meaningful. How many brands can say that?

What could happen next?

How could brands take this idea of disconnecting a step further? Will we see more gamification and incentives offered around offline engagement? Will “phone etiquette” become a more highly practiced ritual? Will more events take a page from The Masters’ book and craft no-phone policies? How would all of this affect digital marketing metrics? We might see a move from digital engagements to “successful disconnections,” or perhaps time spent with brand “offline.” This is where the synergy between the online and offline experience with brands becomes incredibly important – something brands should be considering at the strategy level.

Scan-o-meter: 🎯🎯🎯🎯/ 5

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🔍 TREND REPORT IRL

Updates from our Trend Forecast

We recently shared our second Trend Report with you! As the year goes on, we’ll continue investigating signals that further the conversation around our two forecasts. Here’s what we’re watching this week:

1. People want to be seen: How would your fur-covered besties look if they were humans?

2. People want shared moments: That’s that me-Fortnite.

3. People want to play: Pokémon trainers, your next quest is here: Filing your taxes.

Want more trend news? Check out What (Digital) Audiences Want In 2025!

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🤔 BEFORE YOU GO

To help keep these signals top-of-mind, we share 1 question to ask yourself (or your team) in each edition. Your question to mull on this week is:

See you next time 👋