The campaigns, brand initiatives and global pioneers that are driving future-facing directions in diversity, inclusion, and across spirituality, sexuality, neuro-diversity, ability and disability.

Need to Know
25 : 08 : 21

Pentagram offers visibility to disabled communities, Triller bolsters Black talent with creator conference and a US boom in back-to-college homeware spending.

Sport’s largest movement to end disability discrimination

We The 15 by adam&eveDDB

Global – Timed to align with the rescheduled Tokyo 2020 Paralympic Games, design studio Pentagram and advertising agency adam&eveDDB are launching the sporting world's largest human rights movement to end discrimination. Entitled #WeThe15, it references the fact that 15% of people globally have a disability.

Launched in partnership with the International Paralympic Committee, it features a logo mark and campaign film that challenges people's misconceptions by representing the true experiences of disabled individuals. For its launch, global landmarks will be lit in the #WeThe15 campaign’s signature colour purple, while a coalition of organisations from the world of sport, human rights, policy, communications, business and the arts will aim to break down societal barriers over the coming decade.

In this way, Pentagram and its partners are using their global reach to spotlight the importance of taking an intersectional approach to sports, products and experiences. Mat Goff, CEO at adam&eveDDB, says: ‘This Tokyo 2020 launch campaign is just the start of a movement that will drive real change for over a billion people worldwide.

To discover recent brand innovations operating in this area, delve into Inclusive Care, part of the Innovation Debrief 2021.

Strategic opportunity

When raising awareness of people with disabilities, work directly with members of this community to accurately represent their experiences. Ditch outdated messaging around marginalised groups and instead find ways to empower and inspire

Blume’s adaptogenic milk adds function to barista coffee

Blume, US Blume, US
Blume, US Blume, US

Canada – Tuning into demands for more functional coffee options, superfood company Blume has introduced an Adaptogenic Milk Blend as an alternative to existing plant-based milks. The paste product contains Ayurvedic adaptogens in a nutty, mushroom-based formula, with active ingredients including reishi, lion’s mane, cordyceps and chaga. Sold in refillable jars, users mix 1–2 tablespoons with water to create the 'milk', which is designed to be added to barista-made coffee.

With eight varieties, the functional ingredients of Blume products are chosen to support the body’s response to stress, regulate hormones, help sleep or enhance mental performance. In this way, Blume recognises how food and drink can alter psychological states. ‘We've super-powered a plant-based, sustainably packaged, rich and creamy milk blend with adaptogenic mushrooms, helping you to fight stress and find balance, all while contributing to a less-waste planet earth,’ says the brand.

Previously, we’ve identified the ways that Starbucks is uplifting conventional caffeinated experiences through an at-home coffee range imbued with essential vitamins.

Strategic opportunity

Vitamin and supplement brands have an opportunity to partner with drinks brands to create multi-functional products that combine taste and functionality. Consider also teaming up with cafes to offer your blends as part of on-the-go drinks

Triller’s creator conference nurtures Black talent

US – The AI-powered short video app is elevating the voices of Black talent through its inaugural annual Black Creator Conference. Taking place across two days in September, the conference will include a welcome event and networking dinner for creator attendees, followed by a day of workshops, panels and presentations. The conference will focus in particular on the entertainment, lifestyle, fashion and sports industries.

Black-owned influencer house Collab Crib will also join the event as an adviser and curator. The Black Creator Conference is designed to help Black creators gain a more substantial foothold in the ever-evolving digital marketing space and to foster greater racial equity across the overall media economy, says Bonin Bough, chief growth officer at Triller. Such an initiative echoes the ideas we explore in Accredited Influencers, with content creators increasingly demanding better career support.

And with young people facing the brunt of widespread unemployment, there is a growing need for Out-of-Work Networks that provide community and training opportunities around non-traditional careers.

Triller, US

Strategic opportunity

Digital content platforms should partner with successful influencers to pass on knowledge to next-gen creators. Facilitate networking opportunities, both online and IRL, to connect marginalised voices with digital content professionals

Stat: US students drive back-to-college retail spike

Hype House Los Angeles Hype House Los Angeles

After a period of remote learning during the pandemic, US college students are showing new-found enthusiasm for back-to-college products. According to a survey by consultancy Deloitte, average spending in this category is set to rise in line with the return to physical classrooms.

According to its survey findings, an expected £19.4bn ($26.7bn, 22.7bn) will be spent on back-to-college items in 2021. This represents an average of about £1,063 ($1,459, €1,243) per student. In terms of products, dormitory appliances and furniture will account for £2.3bn ($3.1bn, €2.6bn) of total back-to-college spending. Meanwhile, 34% of parents expect to spend more on back-to-college items this year.

This behaviour reflects the ways that Generation Z are leading a homebody renaissance – even pre-pandemic, this group were embracing the cosiness of home hangouts and a slower way of life centred on self-care and domesticity.

Strategic opportunity

To reach students, homeware brands can create products and campaigns that celebrate their new life milestones – and abodes. Focus on affordable, adaptable and social media-worthy furnishings that reflect the personalities of Generation Z

Related to Intersectionality

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