News 30.06.2020

Need to Know

EndeavourRX is a video game prescribed by doctors, a beauty brand that embraces fluid identities and secondhand fashion is set for significant growth.

A video game delivered on prescription

EndeavorRX by Akili, US

US – A new iOS game called EndeavourRX is the first of its kind to be authorised by the US Food and Drug Administration (FDA) as a medical prescription.

After having undergone several years of clinical studies to test its effectiveness, the game can be prescribed to children aged between eight and 12 years old with ADHD. Featuring obstacle-dodging challenges and target-collecting, EndeavourRX has been shown to improve cognitive functions.

According to the studies – tested on 600 children – one third of children were found to no longer have measurable attention deficit after a four-week period of playing the game for five days each week. ‘Improvements in ADHD impairments following a month of treatment with EndeavorRx were maintained for up to a month,’ says EndeavourRX’s developer Akili Interactive.

While gaming has been criticised for actually exacerbating attention deficit disorders and mental health issues, its potential to support people’s mental health is slowly becoming more apparent.

Superfluid plays on beauty's role in identity

Superfluid, US Superfluid, US
Superfluid, US Superfluid, US

US – New brand SUPERFLUID embraces the playful power of beauty in individual self-expression and identity.

Created as a gender-inclusive community, the brand promotes the idea that beauty can be a tool to promote positive physical and mental health, as well as to help consumers navigate their identity. Working with the notion that identity is in constant flux and should be free from labels, the brand has launched with three product categories.

With options including ‘beauty as u are’, ‘a touch of colour’ and ‘time to play’, the products are intended to suit a variety of beauty needs – both for functional and experimental use. In a press release, the brand said: ‘We are proud to finally present SUPERFLUID to you: a brand within the world of beauty that offers tools that empower us to break free and navigate identity, allowing us to become as we wish’.

In a similar vein, we have previously explored how beauty brands are challenging industry misconceptions and redefining what it means to wear make-up. For more, read The Make-up Movement.

Nestlums gamifies financial literacy for Gen Alpha

Nestlums, UK Nestlums, UK

London – Nestlums is a new app aimed at supporting parents in teaching their children financial literacy.

The app, which was designed by creative studio Cauldron, offers a character-driven, gamified experience by encouraging children to identify desirable items before actively working towards ways of achieving funds to get them. Featuring two virtual tenders: Gems and Coins, the former allows elements in the game to be unlocked, while the latter represents a tally of IRL pocket money that can be honoured by parents outside of the app.

'With the growing prevalence of virtual currencies and the rise of the dreaded in-app purchase, we wanted to reinforce the idea of earning money honestly, appreciating the value of money even if you can’t see it or touch it, and not blowing it recklessly,' says Wayne Travis, creative director at Cauldron.

As Generation Alpha emerges as a new cohort of spenders, they are already demonstrating some of the same money habits of Generation Z and the need for appealing financial education.

Stat: Secondhand clothing is taking over closets

ThredUp, US ThredUp, US

Despite much of the retail industry struggling with the impact of Covid-19, used clothing is set for growth as consumers display a value shift towards the health of the planet.

According to ThredUp's annual resale report, which details the expected growth of secondhand clothing, secondhand goods are expected to make up around 17% of a person’s closet space by 2029, up from 3% in 2009. While department stores previously made up nearly a quarter (22%) of people’s closets in 2009, this figure is set to decrease to just 7% by 2029. ‘Younger people are getting smarter than ever about how wasteful [fast fashion] is,’ explains James Reinhart, co-founder and CEO at ThredUp.

Young people in particular are showing an active interest in secondhand clothing, resulting in growth in the circular economy and consumers embracing the market for market for fashion re-commerce.

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