This intimate campaign celebrates sex in later life
UK – The importance of sex and intimacy among older consumers is spotlighted in the latest campaign from relationship support service Relate.
Let’s Talk The Joy of Later Life Sex showcases a series of intimate moments enjoyed by older people in a way that avoids harmful stereotypes and breaks down taboos. Created by advertising agency Ogilvy and photographer Rankin, the online and out-of-home campaign includes five couples and one woman.
While sexual wellness and sex positivity is usually reserved for younger consumers, Relate’s campaign sets an example for the sector in taking a more inclusive approach. ‘What we're trying to do today is open up a society-wide conversation about the fact that sex and intimacy – whatever that might mean – can be as important for older people as it is for anyone else,’ explains Gail Thorne, a sex therapist at Relate.
For more on how brands can market to older consumers in a positive and relatable way, read our Viewpoint with author, blogger and nutritionist Suzi Grant.
Westfield repurposes space to spotlight side hustles
The Side Hustle Heroes initiative presents brands that originated as side hustles in 2020, including small businesses that offer fashion, homewares and beauty. Each window display will feature a QR code for visitors to scan, leading directly to each company’s social media channels and websites.
‘With people craving physical experiences more than ever before and 49% of consumers wanting to buy more locally sourced products, we’re bringing these online brands offline into a physical space for the first time,’ says Harita Shah, marketing director UK at Westfield. In turn, Westfield is animating the windows of shops that are currently empty in the inter-Covid period.
As more consumers turn their hobbies and crafts into sidelines, larger retailers have an opportunity to offer bricks-and-mortar spaces that support small businesses and attract new audiences.
An impartial chatbot offering Covid-19 vaccine advice
Nottingham – Covid Vax Facts is an online chatbot that aims to mitigate concerns or questions relating to Covid-19 vaccines.
The chatbot was created by the University of Nottingham and creative technology agency Rehab to provide a safe space for people to share concerns or queries about getting vaccinated. Bringing the conversation outside of a formal medical environment, users are presented with objective, scientific evidence in an accessible format. At the end of each conversation, people are asked to share whether they feel more or less confident about taking the vaccine.
The Covid Vax Facts platform also collects anonymous data on the responses, allowing researchers to gain insight into any correlations in opinions with people’s age, ethnic group and social class. Rob Bennett, CEO of Rehab, comments: ‘Digital technology and social media in particular contribute to the vaccine hesitancy issue, so it’s vital that we consider how we can make technology a part of the solution and work for society – rather than against it.’
Elsewhere, we’ve previously identified the ways that AI Advisors can provide non-judgemental health support from a food and drink perspective.
Stat: UK children forge mindful money habits amid Covid-19
Despite the economic impact of the pandemic, UK children experienced an increase in earnings and savings in 2020, as well as donating to charities.
According to gohenry’s Youth Economy Report, which surveyed 400,000 children aged six to 18 years, British children contributed around £95.7m ($133m, €110m) to the economy between January and December 2020. While many spent on gaming, fashion and dining out, the report also finds a 59% rise in charitable donations by children during the first lockdown period.
Money concerns are affecting the overall wellbeing of children, however, with 66% stating that they worry more about money since the beginning of the pandemic. This mindset suggests a responsible approach to finance for this generation, with gohenry's data revealing that children saved about 12% of their income in 2020.
While Generation Alpha largely view money as a digital concept, they’re also emerging as a group with considered and security-focused financial mindsets.