News 05.07.2022

Need to Know

Mosh pushes Australian men to tackle health issues, a community living space for LGBTQ+ seniors, and Asian consumers want brands to make them laugh.

Mosh encourages men to confront health concerns

Campaign for Mosh by Sunday Gravy and Matt Devine, Australia

Australia – Men’s health platform Mosh is calling on Australian men to stop ignoring their health issues through a playful campaign by creative agency Sunday Gravy. Focusing on a man named Derek, the campaign film adopts a surreal approach to highlight the health problems many men face.

From seeing overweight versions of himself eating at a table to confronting a room full of balding Derek clones, the aim of the advert is to draw attention to the fact that too many men sweep their problems under the rug. In this way, Mosh communicates the idea that its services are available to help men confront their health concerns – from sexual wellbeing to mental health – in an easy and accessible way. Josh Dorevitch, brand and communications lead at Mosh, says: Knowing that most blokes can be guilty of sweeping their health under the rug, we wanted to highlight this behaviour in a memorable way that gets men to take action.’

Here, Mosh demonstrates the need for Modern Male Medicare brands to continue destigmatising men’s health problems.

Strategic opportunity

Brands should take cues from this playful and open approach, and similarly ensure that men are being targeted in relevant and appropriate ways

Gucci takes designer petwear to new extremes

The Gucci Pet Collection, Italy The Gucci Pet Collection, Italy
The Gucci Pet Collection, Italy The Gucci Pet Collection, Italy

Italy – Catering for the explosive growth of pet ownership across the globe, Gucci has unveiled a collection of pet-related products and accessories, elevating designer pets to new heights.

The collection includes accessories for both cats and dogs, including beds, feeding bowls, pet clothing, leashes and more. There are also made-to-order offerings, including miniature couches that can be tailored to the dimensions of a client’s pets. All the items will be made with Gucci’s Demetra fabric and recycled cotton, in line with the brand’s commitment to using eco-friendly raw materials.

With prices reaching £8,050 ($9,700, €9,400) for a customised dog bed, this collection demonstrates that there is demand for upscale pet products. This, along with the rise of Pet Hospitality, indicates the rise of pets as new status symbols in affluent lifestyles.

Strategic opportunity

How can companies get involved in the pet boom and develop products and services that make owners feel closer and more connected to their pets?

Boston welcomes affordable housing for LGBTQ+ seniors

Boston – Responding to the lack of support for LGBTQ+ seniors in Boston, developer Pennrose is building an inclusive and affordable housing development in the city. Created together with non-profit LGBTQ Senior Housing Inc, the development is a conversion of a middle school in Boston’s Hyde Park neighbourhood.

Called The Pryde, it will comprise 74 units of mixed-income housing for seniors, as well as a supportive, community-centric environment. Michelle Wu, mayor of Boston, explains: ‘This new development will be an incredible asset to the neighbourhood, offering not just housing, but gardens, walking trails, an art studio with gallery space, and other community benefits to truly make our LGBT+ seniors feel at home.’

Through this initiative, the developers recognise the need to create more housing solutions geared towards specific groups in society. The Pryde also aligns with the evolution of the Queer Care Market, which considers the ways in which products and services are increasingly emerging to address the health challenges of LGBTQ+ groups.

LGBTQ Senior Housing, US

Strategic opportunity

When creating new services and community spaces, companies must work directly with the groups they’re targeting to ensure that facilities are convenient, accessible and suitable for people’s lifestyle needs

Stat: Humour drives brand loyalty in Asia

ManorDAO by Poolsuite, US ManorDAO by Poolsuite, US

Although Asian consumers prefer businesses that make them laugh, companies are wary of using humour as a marketing tool out of fear that their jokes won’t go down well. According to research by Oracle, 91% of people in Asia favour brands with a sense of humour.

Consumers are looking for an opportunity to laugh and are willing to reward businesses that make them do so with their loyalty, advocacy and repeat custom. Some 89% of respondents said they are more likely to remember an ad if it is amusing, although just 17% of Asian brands’ offline advertisements actively use humour. Similarly, even though 74% of consumers would follow a brand if it were amusing on its social media channels, only 12% of business leaders online claim that their company is humorous.

While pursuing a humorous marketing strategy comes with its challenges and risks, this research shows that the payoffs can be significant. Previously, we have seen luxury brands pursuing Cringe-core Marketing techniques on TikTok to engage a new generation of digitally native consumers.

Strategic opportunity

In increasingly turbulent times, companies should think about using lighter, more humorous communication tactics to engage audiences

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