Need to Know
25 : 08 : 21

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.

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.

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.