Cost of Living Crisis

How organisations and brands are flexing their business operations to cater for customers facing a global cost of living crisis.

Need to Know
26 : 07 : 23

SLAS transforms Polish military site into multifunctional park, Modibodi’s period drama on TikTok and wealthy Americans spending billions on wellness.

A multi-use park in Poland showcases playful possibilities

Activity Zone by SLAS Architecture, Poland
Activity Zone by SLAS Architecture, Poland
Activity Zone by SLAS Architecture, Poland
Activity Zone by SLAS Architecture, Poland

Poland ­– A new dynamic public space in Chorzów, Poland, designed by architecture firm SLAS, embodies the essence of play. The Activity Zone park features a diverse range of shapes and structures, each serving a distinct purpose, creatively punctuating a vast concrete landscape.

Playground and fitness equipment are thoughtfully interspersed between neatly arranged ball courts, seating areas and green spaces featuring mature trees. With a focus on accessibility, concrete was chosen as the primary material, facilitating smooth navigation for wheelchair users and people with limited mobility.

In a bid to foster inclusivity and community integration, Activity Zone marks the first phase of a transformative initiative connecting the University of Silesia and Chorzów. The park breathes new life into a former military site, creating a welcoming environment that unites both academic and local communities. The Activity Zone aligns with our Urban Wellness Market report exploring how post-pandemic consumers are demanding higher levels of urban health, sanctuary spaces in cities and an increase in civic activities to engage in.

Strategic opportunity

Citizens are demanding a receptive, playful built environment as concerns about health and longevity increase. Developers, urban planners and organisations should consider how to weave in joyful, green, breathing pockets into high-density urban areas for citizens to connect with nature and engage in physical activity

Modibodi campaign promotes sustainable period practices

Australia – Period-absorbent underwear brand Modibodi revolutionised its marketing strategy in July 2023 by launching a bold TikTok campaign targeting young adults aged 18–25. The I’m Dying Inside activation takes a tv show-style approach and aims to engage the audience with relatable menstrual moments, blending elements of Euphoria and Heartbreak High in a script that breaks away from traditional period content targeting teens.

By tapping into TikTok’s popular vertical format and using the already established #PeriodTok community, Modibodi aims to initiate crucial conversations about the diversity of period experiences.

‘It was important to us to be able to ground any content we created in our Modibodi mission and values, and have an opportunity to represent the in-depth Gen Z’s spectrum of menstrual experiences, which is why a fun, scripted series seemed the best and most innovative way to enable this,’ says Liana Lorenzato, global chief marketing officer at Modibodi.

Showing a deep understanding of Gen Z consumers’ needs (climate-conscious but with minimal financial resources), the sustainable period underwear brand will offer more affordable prices for those with limited disposable income.

Gen Z’s increasing adoption of sustainable lifestyles is already pushing health and wellness brands like Modibodi to rethink their branding, communication and price point. In How to remix the wellness model for Gen Z, we previously analysed how the young generation are reframing wellness as a feel-good culture – both on TikTok and in real life.


Strategic opportunity

Find inspiration in Modibodi’s scripted and hyper-produced tv show designed with the short video format in mind. How can you motivate your audience to click the follow button and return for more with strong characters, cliffhangers and an artistic direction reminiscent of your brand?

Stat: Affluent Americans are not skimping on wellness spending

US ­– If the wellness budgets of affluent Americans are any indication, wealth is health. New data shared by Ipsos reveals that wellbeing and personal care rank highly in the priorities and budgets of high-income demographics.

Nearly two-thirds of affluents in the US claim that they are extremely healthy, collectively spending over £156bn ($200bn, €181bn) in 2022 on wellness. In contrast, only four in 10 non-affluent adults rate their health highly, citing failures of the American healthcare system but also of the health and wellness industry to reach lower-income consumers effectively.

Ipsos’s research delves deeper than spending, exploring how and why wealthy Americans support holistic health. Nearly seven in 10 affluent Americans exercise at least three times a week. They increasingly prioritise experiential spending supporting physical and mental health, and consider living well as the ultimate luxury, a mindset we explore in our Longevity Lifestyles macrotrend. ‘Success is more than just financial,’ stresses Tony Incalcatera, chief research officer at Ipsos. ‘It’s about living a good life, and that includes the physical fitness aspect.’

Strategic opportunity

Living well is a luxury, but it is one that shouldn’t only be available to luxury consumers. The sector has a challenge and responsibility to deploy solutions that can be accessible to more than just the wealthiest 1%

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