Futures feed

Rewilding

Dec 04, 2019

Humans have a biological need for nature - a landmark 2019 study by Aahus University found that children who had been exposed to more greenery had 55% less mental health problems later in life compared to those who weren’t. Despite this, and our increasing understanding of the positive effects exposure to nature has on on our physical, mental and emotional wellbeing, the average person already spends 90% of their life indoors (Source: European Commission).

As our urban cities expand and we experience a rapid decrease in our daily proximity to nature, brands have the opportunity to reconnect us to the natural world, by designing positive and enduring ecosystems that will ensure the survival of future generations.

In this month’s Futures feed - Rewilding - we explore four emerging themes of change which are brought to life with key insights and best-in-class examples. We present the ways in which brands can capitalise on the emerging changes in this space and design intelligent solutions to bring nature and the wild back into our urban lives.

Four key themes of Change
1. Grassroot Trails

Creating new ways of educating future generations and exposing people to local and indigenous natural resources

2. Natural realignment

Going back-to-basics by elevating natural cycles of nature and allowing consumers space to recalibrate and reset

3. Biophilic Wellbeing

Decluttering our lives by bringing nature indoors and into workplaces and our hospitality spaces

4. Longevity Landscaping

Harnessing biodiversity to create long-term design solutions that work for an ecosystem over an ego-system

What is the opportunity in this space?

- Opportunity instead of obligation: brands should see this space as a tangible, profitable and long-term opportunity that opens space for innovation, rather than being a limitation or obligation.

- Refocus values: brands need to refocus their mindset to helping all rather than targeting a specific audience with a specific ego-system. Nobody will care about brand power if by 2050 we have ruined our chances of reversing climate change.

- Design for an ecosystem: brands can support biodiversity by expanding their reach of material sourcing so it doesn’t take over one specific resource or rely on the mining of a singular material.

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