News 16.09.2020

Need to Know

The National Trust promotes nature’s restorative traits, voice vouchers could boost brands’ reach, and beauty shoppers use social media as an educational tool.

A celebration of nature’s wellbeing benefits

Everyone Needs Nature by Wieden + Kennedy for The National Trust, UK

UK – The National Trust is raising awareness of how nature can powerfully enrich people’s lives through a new campaign entitled Everyone Needs Nature.

Through a series of films created by Wieden + Kennedy, the campaign communicates how vital it is to preserve and protect nature and wildlife. The films also explore the mental benefits of connecting with nature, using dynamic typography of words such as ‘calm’ placed on top of atmospheric visuals and audio of natural environments.

The campaign is a response to the lockdown period experienced in the UK and its impact on mental wellbeing – in particular among urban dwellers. It highlights how gardens, parks and the open countryside became spaces of recuperation and positive escapism.

‘Lockdown, more than any other period of time, showed us clearer than ever before the value of nature and its importance for our wellbeing,' explains Shaherazad Umbreen, marketing director at the National Trust. 'Spending time outdoors became the one moment people could look forward to in their day.'

With many global citizens still feeling hesitant about far-flung travel, they're instead embracing opportunities to explore nature, wildlife and open spaces closer to home. For more, explore our Staycation Market.

Pai’s packaging overhaul centres on sustainability

Pai rebranded by Concrete, London Pai rebranded by Concrete, London
Pai rebranded by Concrete, London Pai rebranded by Concrete, London

London – Eco-skincare brand Pai is putting sustainability at the centre of a packaging overhaul.

The brand is relaunching its organic beauty line with a focus on improving recyclability and its carbon footprint through more sustainable boxes, tubes and bottles. Now, 50% of its products are bottled in glass, 40% are made with post-consumer recycled plastic, and the remainder from bio-based sugar cane.

Designed by Toronto-based creative agency Concrete, the new packaging is made with a patent-pending outer carton that is laminate-free, made from 50% recycled and 50% FSC board material, and has biodegradable tamper seals. The brand is also using the upgrade to highlight that it still makes all of its products in-house.

‘Covid brought complexity, but also positives too, making us focus on the benefits of conceiving and making our products under one roof and explaining why our customers should care about this as much as we do,’ says Sarah Brown, founder of Pai.

With brands increasingly considering the whole lifecycle of their products, this is filtering down to packaging as the beauty industry strives to move from zero to positive impact.

Voice vouchers speak to a new retail direction

London – Send me a Voucher is tapping into the potential of voice devices with the launch of bespoke discount vouchers from household brands.

Created by commerce incubator Rehab, the Send Me a Voucher platform takes the form of an Amazon Alexa skill and is able to quickly provide unique codes to individual users.

Consumers can ask for a voucher using Alexa commands, with the voucher service sending single-use codes directly to them via text or email. Looking ahead, the service is set to be launched on Google Assistant, Facebook Messenger and WhatsApp, allowing consumers to seamlessly receive discounts for brands and restaurants away from the home.

'As brands see their models accelerate to e-commerce rapidly to deal with Covid-19, we’re pleased to bring voice vouchers to the table as a new means of delivering a fantastic experience to customers, who are keener than ever to find savvy ways to save money,' says Rob Bennett, CEO of Rehab.

Consumers are increasingly using a variety of digital eco-systems to connect with the brands and services they love. For more, meet our Digital Architects community.

Voice Vouchers by Rehab, London

Stat: Social media is crucial to beauty research

Versed by Target, US Versed by Target, US

According to a new US report by marketing company Tinuiti, the pandemic has accelerated the trend of beauty shoppers turning to social media networks for product discovery.

With stores closed, the exploration of beauty products has boomed online, more than 60% of consumers surveyed by Tinuiti saying they use online resources for product research. During the pandemic, more than three-quarters of beauty shoppers (76%) have consulted a social media platform such as Instagram, Facebook or YouTube before making a purchase.

For brands keen to understand consumers' browsing and buying beauty habits, the most commonly used device was a smartphone, with almost half of respondents (49%) preferring to use their mobile devices to shop, while 37% favour computers.

As people look for honest guidance in finding suitable beauty products online, brands are creating more intimate digital connections with their customers. For more on how the pandemic has transformed the brand-to-consumer relationship, explore our macrotrend Recuperative Living.

Previous News Articles
Cashify flips Indian wedding tradition to promote smartphone resale

News

Cashify flips Indian wedding tradition to promote smartphone resale

Smartphone reselling platform Cashify is challenging outdated attitudes to second-hand tech by reimagining a long-standing wedding ritual as a cele...
Technology : Sustainability : Circularity
Stat: New overtourism report maps the global crisis

News

Stat: New overtourism report maps the global crisis

Wellness Retreat Magazine’s 2025 Overtourism Report ranks 40 major cities facing acute tourism saturation – and the data underscores a growing imba...
Statistic : Stat : Overtourism
Foresight Friday: Dede Mivehchi, foresight intern

News

Foresight Friday: Dede Mivehchi, foresight intern

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight intern&nbs...
Digital Detox : The Great Concert Comeback : Live Music Economy
MAD//Fest 2025: Culture, collaborations and creating a new identity for women’s football

News

MAD//Fest 2025: Culture, collaborations and creating a new identity for women’s football

On day two of MAD//Fest 2025, Ruth Hooper, chief marketing officer at the Women’s Super League (WSL), set out a vision for reshaping the visual ide...
Global Events : Advertising & Marketing : Football
Stat: US Gen Alpha favour consoles over mobiles for game play

News

Stat: US Gen Alpha favour consoles over mobiles for game play

Despite assumptions that mobile gaming dominates among young people, a new US report reveals that Generation Alpha are leading the charge in consol...
Statistic : Gaming : Media
Together Group and The Future Laboratory unveil New Codes of Luxury: Immersive Technologies for Transformation report

News

Together Group and The Future Laboratory unveil New Codes of Luxury: Immersive Technologies for Transformation report

In their latest report, New Codes of Luxury: Immersive Technologies for Transformation, The Future Laboratory and Together Group explore how immers...
Luxury : Technology : Design
MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

News

MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

MAD//Fest returned to Shoreditch on 1 July 2025, with this year’s theme Be Less Boring challenging brands to rethink how to engage with new audiences.
Global Events : Advertising & Marketing : Gen Z
Habitat and Pinterest unveil immersive campaign putting emotion into home design

News

Habitat and Pinterest unveil immersive campaign putting emotion into home design

Habitat has teamed up with Pinterest for an immersive storytelling campaign that repositions homeware as a tool for emotional re-invention and shop...
Retail : Design : Technology
Stat: Young adults are redefining romantic relationships on their terms

News

Stat: Young adults are redefining romantic relationships on their terms

As romantic norms fragment, 20% of people are now unknowingly practising ‘relationship anarchy’, according to the latest State of Dating repor...
Statistic : Stat : Dating
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN