{"id":3222,"date":"2023-12-14T15:54:02","date_gmt":"2023-12-14T15:54:02","guid":{"rendered":"https:\/\/content.theoneoff.com\/2023\/12\/14\/a-nudge-in-the-right-direction-for-the-new-year\/"},"modified":"2023-12-14T15:54:02","modified_gmt":"2023-12-14T15:54:02","slug":"a-nudge-in-the-right-direction-for-the-new-year","status":"publish","type":"post","link":"https:\/\/content.theoneoff.com\/2023\/12\/14\/a-nudge-in-the-right-direction-for-the-new-year\/","title":{"rendered":"A Nudge in the right direction for the new year"},"content":{"rendered":"\n

As we stand at the threshold of a new year, the role of brands in our lives has evolved beyond acting as portals to consumption. <\/em>

Modern consumers increasingly view their favourite brands as life partners\u2014entities they can rely on not just for quality products but for positive influence and change.

Brands can act as catalysts for personal development and societal well-being, tapping into intentional design in a bid to subtly nudge consumers in the right direction.

Brands as Life Partners<\/span>

In the contemporary landscape, brands play a crucial role in shaping our lifestyles and influencing our choices. 

No longer confined to transactional relationships, brands are becoming active partners in the pursuit of personal and societal betterment.

IKEA’s ‘Hiding in Plain Sight Gym Equipment’<\/span>

Almost half (44%) of consumers now prefer to exercise at home for convenience (65 per cent), value for money (50%) and ease (48%), with over a third (38%) feeling it’s easy to access different apps, workouts and motivation at home (Sky, 2023).

Enter DAJLIEN, IKEA\u2019s new 19-item home training collection. Ikea\u2019s new range signal the brand\u2019s recognition of the opportunity and demand for gym equipment which seamlessly blends with home d\u00e9cor, given the increasing amount of people that now work out at home. 

\"bhg-ikea-workout-collection-8411885-eaf6b29c818649cfae0de84321df6a46\"
Each item has a minimalist and soothing feel, designed to seamlessly blur into your domestic space. The equipment is easily hidden in plain sight and even doubles as other functional pieces. 

These aesthetically pleasing yet functional pieces serve as a subtle reminder to prioritise physical activity without the overt presence of traditional gym equipment. 

By integrating wellness into everyday life, IKEA has positioned itself as a brand that cares about the holistic well-being of its customers.

Helan’s Springy Park Benches<\/span>

In 2024, the over-65 age group in Europe will climb above the under-15 population, representative of a broader global shift (WHO, 2023).

There is a growing need for more accessible preventative care as people transition from middle, to old age. It turns out play could be our powerful ally.

\"Screenshot
Belgian Health Insurer Helan has designed park benches to get Adults moving, strategically placed in public spaces. 

These benches encourage playfulness and movement, targeting individuals transitioning from middle to old age who may be grappling with signs of muscle loss. 

By promoting an active lifestyle in a playful manner, Helan fosters a community and play-centric approach to health.

Brands should look to encourage moments of play in day-to-day life, helping consumers prevent some the negative impacts of ageing. 

Alongside Helan, other innovations promoting play to help inspire ageing consumers, include Singapore University\u2019s multilingual game that helps to fend off dementia \u2013 as well as  Nestl\u00e9\u2019s recipe book that turns cooking into arthritis therapy.


Brands as Agents of Change<\/span>

In an era where trust in governments and political powers may fluctuate, brands have the opportunity to step up and become reliable agents of positive change.

 Consumers are increasingly turning to their favourite brands not just for products but for inspiration, guidance, and a sense of purpose.

Brands can no longer afford to be mere facilitators of transactions. They must evolve into entities that actively contribute to the well-being of their consumers. 

This could involve creating products that align with sustainable living, promoting mental health initiatives, or championing social causes.


Key takeaways <\/span>

–    As we embark on a new year, the relationship between brands and consumers is undergoing a profound transformation. Brands are no longer passive players in the realm of consumption; they are dynamic partners in the journey towards personal and societal betterment. 

–    By embracing intentional design and subtle nudges, brands can inspire positive change, becoming more than just purveyors of products but true allies in the pursuit of a brighter future. 

–    As consumers increasingly rely on their favourite brands to guide them in the right direction, which playful interventions could your brand insert into daily life? 


<\/p>\n","protected":false},"excerpt":{"rendered":"

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