News 18.05.2022

Need to Know

Indian youth create a mural that targets pollution, Gucci supports its employees with reproductive healthcare, and how workers are being lured back to the office.

Dell India creates advertising to combat pollution

Dell Futurist Sustainability + Art Making the most sustainable mural, Dell India

India – Technology company Dell is empowering Indian youth to think boldly about sustainable innovation, through its Dell Futurist programme. Running in partnership with creative agency The Glitch and colleges and universities across India, the programme’s latest challenge prompted students to think about the ecological future of their nation. The resulting project saw five winners co-create a 35-feet installation in Delhi, considered as the ‘most sustainable mural’ due to its use of carbon and pollutant-filtering ink.

Arriving in a city with one of the worst air quality indexes in the world, the aim of the project is to draw attention to the severity of pollution, as well as inspire young people to take action in creating a more eco-conscious environment. ‘We didn’t want to create a token campaign that hypes the problem of pollution,’ says Varun Anchan, associate vice-president of The Glitch. ‘For us, it was important to build sustainability into the mindsets of students and show them that they can make an impact on the world.’

As people become more aware of the environmental damage caused by advertising, brands and agencies are challenging the sector by launching more sustainable alternatives.

Strategic opportunity

Advertising agencies must shift their strategies to prioritise eco-conscious efforts. Invest in materials such as carbon-filtering ink to benefit the areas where your ads will be placed

A microdosing concept reframing psychedelic drugs

Human Nature by NewTerritory, UK Human Nature by NewTerritory, UK
Human Nature by NewTerritory, UK Human Nature by NewTerritory, UK

London – Design studio NewTerritory has unveiled a microdosing concept brand, which aims to shift perceptions about the use of psychedelic drugs. Called Human Nature, the speculative project invites users to take part in a digital diagnostic phase, before being prescribed a psychedelic drug that would best support them. A Space Set pack is then sent to users, with supporting mouthpiece and capsules designed for easy inhalation.

Each of the four psychedelics available for microdosing target a different area of wellbeing – from focus to relaxation. By positioning microdosing in an accessible and user-friendly way, Human Nature points to a future when psychedelics will be a common part of everyday wellbeing practices.

James Ravenhall, creative director at NewTerritory, says: ‘We want to imagine a world where a tailored microdosing platform can support cognitive brain functions – in fighting depression and sleep deprivation, for instance – and to ask what this might look and feel like.’ Elsewhere, innovators such as Trip are exploring how digital platforms can similarly democratise psychedelic therapy.

Strategic opportunity

Health and wellness brands interested in experimenting with accessible microdosing should creating digital services that provide accurate and safe information about psychedelics

Gucci is funding access to reproductive healthcare

US – The luxury design house is demonstrating its continued support for women’s reproductive rights, by announcing its decision to provide travel reimbursement for any US employee who needs access to healthcare in a different state. It comes as an evolution of the brand’s Chime for Change initiative, which works to support gender equality.

Gucci also joins fashion brand Levi Strauss & Co in speaking out against the US Supreme Court’s vote to overturn abortion rights. A statement from Gucci reads: As we now face a critical moment in US history, Gucci remains steadfast in its belief that access to reproductive healthcare is a fundamental human right.’ Gucci is offering its workers a tangible form of support by paying for its workforce to access the care they may need.

By considering the genuine issues its women employees may face, Gucci recognises the importance of providing support beyond purpose-washing campaigns. For more projects in this vein, discover the Civic Brands that are stepping in where governments are failing to support citizens.

Gucci, US

Strategic opportunity

As the cost of living crisis and social justice issues ramp up around the world, employers must recognise the need to provide workers with financial aid beyond the typical workplace benefits

Stat: New York companies are luring workers to offices

Google Aotearoa Office. Designed by Warren and Mahoney, New Zealand Google Aotearoa Office. Designed by Warren and Mahoney, New Zealand

With many of New York’s office workers continuing to work from home, businesses are having to work harder to encourage people to return to their offices. Research by the Partnership for New York City reveals that nearly two-thirds (64%) of employers are offering incentives that help to lure employees from their cosy home-working environments.

At a time when just 8% of Manhattan office workers are back in the office five days a week, and 28% are still fully remote, businesses understand the need to incentivise staff to work from offices – after all, many will be braving longer commutes and higher living costs. The research also suggests that many workers are hoping for more flexible ways of working over the summer, with ideas including summer Fridays or the option to work fully remotely in August.

While many employees hope to retain a level of flexibility in their working lives, there is an opportunity for the tourism sector to continue promoting Bleisure trips for Wandering Workers.

Strategic opportunity

To retain talent, businesses must respond to the demands of employees, finding ways to incentivise their staff through sustainable and meaningful perks

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