Youth

From Gen Z and beyond, explore emerging markets and micro shifts in youth consumer behaviour

Need to Know
25 : 08 : 22

Nike turns household chores into sporting glory, health wearables for stress levels, and lack of trust prevents Gen Z from seeking healthcare.

Nike finds sporting glory in everyday chores

Never Done Playing by Soursop for Nike Kids, London and Amsterdam
Never Done Playing by Soursop for Nike Kids, London and Amsterdam
Never Done Playing by Soursop for Nike Kids, London and Amsterdam

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.

Strategic opportunity

Gain a fresh perspective by looking through the eyes of the next generation, transforming everyday situations into opportunities to let the imagination run wild

This watch monitors cortisol levels

Nowatch in partnership with Philips, US Nowatch in partnership with Philips, US
Nowatch in partnership with Philips, US Nowatch in partnership with Philips, US

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.

Strategic opportunity

Companies should consider offering stress level-monitoring devices so they can quantify when employees need additional support or assistance

Rainwater is now too toxic to drink

Global – The levels of dangerous pollutants in rainwater called PFAS are above recommended guidelines and may exceed a planetary boundary that can’t be undone, according to research by Stockholm University and ETH Zurich university. The pollutants are so widespread that even levels in Antarctica and the Tibetan plateau exceed Environmental Protection Agency limits, according to a study published in the journal Environmental Science & Technology.

PFAS stands for perfluoroalkyl and polyfluoroalkyl substances, also known as ‘forever chemicals’. These man-made substances take a very long time to break down in the natural environment, and as a result have been building up and circulating in the atmosphere for decades. Most of us now have some level of PFAS in our blood, and although the full implications are not yet understood, they may damage our immune systems, affect fertility and cause irreversible harm to eco-systems.

With the risks now well known, most major nations, aside from China, have now stopped producing PFAS and scientists are working on clean-up solutions, although many are costly and difficult to scale. Look to our Sustainability Series to track the emerging innovations and solutions developing in this field.

Photography by Chris Kane

Strategic opportunity

As consumer pushback against forever chemicals builds, lead the way forward by minimising and phasing out pollutants at all points in your supply chains

Stat: Gen Z express lack of trust in healthcare

 Woo, UK Woo, UK

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.

Strategic opportunity

How can medical companies create policies that centre on worker wellbeing and employee empowerment? In addition to wellbeing leave consider adding nature leave to your roster of benefits

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