Introducing Smog Life
Woobi Play by Airmotion Laboratories and Kilo, Paris

Introducing Smog Life

As a growing number of consumers are exposed to toxic air, we have launched a guide that reveals what brands need to know about this urgent health crisis.

Article/21452 ca4
Woobi Play by Airmotion Laboratories and Kilo, Paris Woobi Play by Airmotion Laboratories and Kilo, Paris

As a growing number of consumers are exposed to toxic air, we have launched a guide that reveals what brands need to know about this urgent health crisis.

The Future Laboratory has been exploring the importance of building a climate-conscious brand since we published our Whole-system Thinking macrotrend in 2015. But while consumers are increasingly concerned about climate change, the topic can often feel quite separate from everyday life.

Yet consumers, especially those living in major metropolitan cities, are increasingly aware of the impact of one of the more tangible effects of climate change and environmental degradation – air pollution.

While basic face masks are widely used in many cities in Asia, there is growing concern among consumers in the rest of the world about whether they too should take steps to protect themselves against the effects of air pollution. The statistics back up the notion that air pollution is a truly global crisis. According to the World Health Organization (WHO), 92% of the world’s population live in places where the level of air pollution exceeds the organisation’s guidelines.

Consumers who breathe in toxic air are at an increased risk of infection, heart failure, chronic lung disease and stroke. Air pollution is the fourth-largest threat to human health after high blood pressure, dietary risks and smoking, and caused 4.2m people around the world to die prematurely in 2015, according to the Health Effects Institute. It is linked to 40,000 early deaths each year in the UK, where a cross-party committee of MPs have declared it a ‘public health emergency’. Air pollution is also having a serious economic impact, costing the world around £4 trillion ($5 trillion, €4.7 trillion) in welfare costs and lost work days in 2013, according to the World Bank.

The Big Picture

  • Consumers are increasingly looking to brands for answers as national governments repeatedly fail to provide workable solutions to the air pollution crisis
  • Over the next four weeks, our Smog Life series will catalogue the major challenges and opportunities for businesses looking to help consumers mitigate the impact of air pollution on their health
Discover More News
Irn-Bru revives Made in Scotland from Girders slogan

News

Irn-Bru revives Made in Scotland from Girders slogan

Irn-Bru is reviving its iconic Made in Scotland from Girders slogan in a campaign led by advertising agency Lucky Generals.
Food And Drink : Brand Humour : Advertising
Busan International Film Festival to host singalong screening of KPop Demon Hunters

News

Busan International Film Festival to host singalong screening of KPop Demon Hunters

A singalong screening of Netflix’s breakout show, KPop Demon Hunters, will take place at the Busan International Film Festival in September 2025.
Kpop : Streaming : Cinema
Stat: Australians turn to podcasts and radio for regular entertainment

News

Stat: Australians turn to podcasts and radio for regular entertainment

More than half of Australians aged 10 and over (52%) listen to or watch podcasts each month, according to new data published in The Infinite D...
Statistic : Podast : Media
Selena Gomez taps Tajín for Rare Beauty’s first collaboration

News

Selena Gomez taps Tajín for Rare Beauty’s first collaboration

Rare Beauty has unveiled its first-ever collaboration, teaming up with Mexican seasoning brand Tajín on a limited-edition lip and cheek set.
Beauty : Food : Collaboration
Single mothers in China are moving in together to ease the financial burden of child-rearing

News

Single mothers in China are moving in together to ease the financial burden of child-rearing

An increasing number of single mothers in China are moving in together to ease the financial, emotional and practical challenges of raising childre...
Single Parents : China : Only Child
Stat: Cannabis-infused drinks reshape America’s after-work rituals

News

Stat: Cannabis-infused drinks reshape America’s after-work rituals

A growing number of young American professionals are swapping post-work alcoholic beverages for cannabis-infused alternatives, signalling a cultura...
Statistic : Cannabis : Alcohol
Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

News

Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

Gap has unveiled its autumn 2025 Better in Denim campaign, fronted by global girl group Katseye.
Fashion : Nostalgia : Pop Culture
Oura to support ring wearers through pregnancy and perimenopause

News

Oura to support ring wearers through pregnancy and perimenopause

Health and wellness tech company Oura has announced new features designed to support women through pregnancy, perimenopause and menopause, which wi...
Health & Wellness : Oura : Wearable Technology
Stat: Over one-third of workers would prefer to be managed by AI than by a human

News

Stat: Over one-third of workers would prefer to be managed by AI than by a human

As companies increasingly integrate artificial intelligence, workplace dynamics are evolving, with employees and executives warming to AI in manage...
Technology : AI : Work
NFL and Crocs launch fandom footwear as part of new multiyear licensing agreement

News

NFL and Crocs launch fandom footwear as part of new multiyear licensing agreement

The National Football League (NFL) and Crocs have teamed up to create NFL-themed shoes, available in the US and at select global retailers, as part...
Fashion : Sports : Collaborations
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