Need to Know
21 : 05 : 19

UK – Ikea has launched a collection that offers ideas and tips for consumers to upcycle things they already own.

The Lagom range is inspired by the Swedish phrase Lagom är bast, which means ‘the right amount is best’. From re-using its plastic bags as picnic blankets to repurposing old tins to hold kitchen utensils, the collection provides inspiration for living more sustainably at no extra cost. Its launch kicks off Ikea’s first integrated marketing campaign on sustainability, which will continue over the next three months across email and social media channels, as well as in-store experiences and workshops.

‘If you want to get consumers engaged in sustainability, then as a brand you have to meet them half way and change your behaviour first,’ says John Treacy, executive creative director at Proximity London, the creative agency behind the campaign. ‘The beauty of the Lagom collection is that for the first time Ikea isn’t selling anything. It’s inspiring instead.’

In our Waste Warriors tribe, we meet a subset of consumers who are already taking active measures to considerably reduce the amount of waste they produce.

Argentina – The brand says its range of drinks is the first designed specifically to mitigate the effects of flying on the body.

Launching with three beverages, FlyWater was created and developed by innovation agency Luz&Fuerza Co in partnership with Grey and Landor Mexico. From dizziness to dehydration, the starting point for product development was a study conducted by The Aerospace Medical Association, which analysed the most common passenger ailments experienced during and after long-haul flights.

To combat some of these side effects, the range comprises Immune Booster, containing a mix of ginger, Wellmune and Echinacea extracts to improve the immune system, and Body Balance, an antioxidant blend of acai extract, vitamin C, vitamin E and green tea polyphenols, which help to balance the cardiovascular system. The third variety, Just Relax, combines lemon extract, herbal valerian compounds and L-Teanina for a calming effect.

By formulating functional beverages for frequent flyers, FlyWater demonstrates how busy, modern consumers can strive to be the optimal versions of themselves.

Barcelona – Toyota WE brings together two concepts designed to enhance mobility in both domestic and urban environments.

The project introduces a new system that comprises two elements: the Toyota ME, a mobility device for homes, and the Toyota US, which transforms it for use on city streets. Working with Toyota, the concepts have been developed by a multidisciplinary team from Singular Entrepreneurs, IED Barcelona and Leitat Techonological Center, who are collaboratively exploring the future of inclusive mobility.

Made‑to‑measure according to the user’s body, conditions and preferences, Toyota ME would enable users to move around freely around the home. With the help of an app, the device is able to memorise the layout of the home, allowing it to move independently throughout. Taking the concept outside the home, Toyota US is an autonomous electrical platform designed to be compatible with Toyota ME. Using the same app, users could select their desired location, speed and dynamics to be transported around the city.

Explore our dedicated Far Futures vertical to discover more ideas, innovations and experts helping to shape the future of mobility.

Data shows that buying local is becoming increasingly important to American consumers. Yet, despite having the highest consumer awareness as a concept in a recent Nielsen study, the term 'local' has no official definition across the food and drink sector, leading to multiple interpretations among brands, retailers and consumers.

Results from the survey also suggest that the definition of local depends on the product. For items such as fresh produce, baked goods and eggs, this can mean coming from the same town or city as the store, while for frozen goods, seafood and shelf-stable goods, products can be considered local as long as they come from within the US. If local is defined in food miles, however, the highest consensus among respondents was less than 50 miles.

As demand for local products increases, a wave of New Urban Farms are shortening supply chains.