Need to Know
04 : 10 : 21

Geltor designs for ‘ingredients as a service’, REI preserves the diverse history of US national parks and British Gen Z are talking about money.

Geltor visualises its bio-positive ingredient process

Geltor identity by &Walsh, New York Geltor identity by &Walsh, New York
Geltor identity by &Walsh, New York Geltor identity by &Walsh, New York
Geltor identity by &Walsh, New York Geltor identity by &Walsh, New York

US – Alternative protein brand Geltor is elevating the communication of its biodesigned products with an updated visual identity. Capturing its motive of offering ‘ingredients as a service’, the updated branding centers around a series of vibrant 3D orbs – each detailing the unique components of ingredients used in its solutions.

These engaging visuals, by creative agency &Walsh, allow Geltor to simplify the communication of its complex process of creating solutions for beauty, nutrition, food and drinks. ‘Geltor doesn't just replicate existing proteins from nature or animals, it can improve on them to develop proteins that are more effective than what's in nature, and produce proteins that would otherwise be impossible to source,’ explains Jessica Walsh, founder of &Walsh. ‘So we dialled everything up in terms of colour, saturation and sharpness in our visuals to show this idea of the enhancements that can be made from life through biodesign.

We’ve been tracking the evolution of Geltor – and other companies using biodesignas part of our research into Nature+ Beauty.

Strategic opportunity

Companies using similar scientific processes have an opportunity to elevate their brand through engaging visuals. Both through advertising and product design, such companies should choose aesthetics that simplify bio-based services

These Microsoft add-ons enhance tech’s accessibility

Microsoft Surface Adaptive Kit Microsoft Surface Adaptive Kit
Microsoft Surface Adaptive Kit Microsoft Surface Adaptive Kit

US – With conventional hardware often failing to serve the needs disabled communities, the technology giant is stepping up and providing a range of accessible computer add-ons. Its Surface Adaptive Kit features stick-on devices that aid people in opening their laptop screens and tactile labels for identifying keys, among other items.

To create the add-ons, Microsoft worked with people with a range of disabilities to assess the barriers they were facing with existing products. The products can be added to any laptop, offering an instant solution for people currently needing additional hardware support. This initiative also shows how Microsoft is continuing to take steps to create more accessible devices – something that it has also implemented in the gaming sector.

While this kit provides a quick solution for other technology brands to learn from, there is still an ongoing need for innovations that provide an inclusivity update to everyday technology.

Strategic opportunity

In future, technology brands must build inclusive elements into hardware at all stages of research and development. Think beyond add-on items and intentionally design technology that caters for a broad range of consumers

REI is diversifying nature through its podcast series

US – The outdoor brand is celebrating America’s national parks through an inclusive perspective. Its latest podcast series, Hello, Nature, is hosted by Pakistani-American writer and producer Misha Euceph. In a bid to promote a greater awareness of the history of public land, Euceph will speak to a diverse range of experts on themes including colonisation and access to national parks.

By spotlighting under-represented perspectives, REI diversifies outdoor areas by preserving their stories and ensuring green spaces remain accessible to all. This podcast provides a new, in-depth perspective of our national parks, says Chelsea Davis, senior program manager and content strategist at REI. We hope listeners walk away with a new understanding of the parks and are inspired to visit and protect these places.

At a time when nature has been more essential than ever, the pandemic has exposed the lack of diversity that remains in this space. Such projects, therefore, play an important role in closing the access gap to natural environments.

Hello, Nature podcast by REI Co-op Studios and Dustlight Productions Hello, Nature podcast by REI Co-op Studios and Dustlight Productions

Strategic opportunity

Brands and retailers should prioritise access to green spaces as a tenet of wellbeing, offering guided walking tours or in-store workshops led by people from diverse backgrounds

Stat: Gen Z are ready to talk about money

Bilt Rewards Bilt Rewards

Traditionally, conversations about money often make people feel uncomfortable. But a recent study from Mastercard shows that younger generations are breaking away from this mindset and pioneering an open attitude to financial transparency.

The research reveals that fewer than a quarter (24%) of 16–24-year-olds in the UK feel uncomfortable talking about money. This compares to one third (34%) of those aged 45 and over. More generally, almost one third (30%) of UK adults admitted that conversations about money make them feel the most uncomfortable compared to other topics such as relationships (23%), politics (21%) and their health (18%).

These findings indicate positive financial behaviours among Generation Z, with many set to use their money-savvy mindsets to work towards making large purchases like investing in property. Already, we’ve identified the fintech brands that are supporting younger generations to manage their money and become first-time home-buyers.

Strategic opportunity

With young people already showcasing these behaviours from their teen years, fintech services are well placed to speak to this consumer group. When attracting new customers, be playful and ironic in your messaging on financial matters

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