Need to Know
25 : 08 : 22

US – The latest back-to-school campaign from the sportswear giant taps into the imaginations of children and their Millennial parents, transforming household chores into magical moments of sporting triumph.

Called Never Done Playing, the campaign was developed by creative consultancy Soursop, with spots directed by India Rose Harris and photography by Lucas Garrido. In one, Dutch footballer Virgil Van Dijk drops the gardening to join his daughters for an epic kick-about, while another family turns the laundry room into a makeshift tennis stadium. In another, YouTubers and Channel 5 stars the Grimwade family turn working from home into a full-on dance battle.

Taking a slightly surreal stance, the campaign drops any semblance of seriousness in favour of non-stop fun, seizing on opportunities to escape the mundane through friendly competition with loved ones. In the wake of lockdowns and more time spent at home, Never Done Playing looks to rediscover the joy of family life.

With its focus on imaginative play that sees the world through the eyes of children, the campaign taps into many of the design themes we explored in Pliable Playscapes, where energetic visual storytelling inspires optimism and enthusiasm.

US – Healthcare start-up Nowatch is partnering with electronics company Philips to create a health wearable that analyses cortisol levels and notifies users of their stress levels up to 60 minutes in advance.

In addition to stress levels, the device also allows wearers to monitor their breath rate, heart rate, temperature and blood oxygen. From a distance, the wearable looks like a watch, but closer examination reveals that its 'face' is a screenless interchangeable gemstone.

When we experience stress, our adrenal glands generate cortisol, which is then released into our bloodstream. While cortisol can assist with blood pressure, blood sugar and sleep patterns, higher levels can also put people at risk of mental and physical health issues.

By monitoring their stress levels, consumers can take the necessary steps to relax before continuing with a task, showing how Optimised Design can promote wellbeing.

One of the biggest barriers preventing Generation Z in the US from seeking medical attention is a lack of trust in the healthcare system. According to a study by investment fund _able and venture firm Springbank, 43% of Gen Z in the US avoid visiting a primary care physician out of embarrassment or mistrust.

Gen Z are the most racially and ethnically diverse generation in US history, currently making up about a fifth of the population. As they switch from using their parents’ insurance to relying on their employment for coverage, 63% of Gen Z workers expect their employers to provide mental health benefits.

Although Gen Z employees demand mental health services, they haven’t always felt supported or at ease talking about their mental health with co-workers. Only 25% of Gen Z workers believe that their employers always offer support on their mental health.

Even though Gen Z are eager to put their mental health first, the poll shows that they have a negative view of the medical establishment and don’t feel supported at work. To learn how to communicate effectively with this group, read our interview with Stephen Mai, the founder of next-gen wellness media platform Woo.