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Homes for Good

Homes for Good

We also see increasing initiatives around how communal spaces are managed in high density residential areas, starting with making the most of existing infrastructure. In Paris, 95% of the venues selected for use during the 2024 Summer Games already exist or will be temporary. Paris is also actively repurposing its available underground space and rooftops into urban farms offering Parisians fresh produce with a low carbon footprint. Other initiatives centre around how we share inside spaces in tightly packed residential areas to nurture relationships. In Chengdu, China, the architects of the Youkong Living Room have reimagined shared spaces in buildings as buffer zones between urban spaces and homes, where residents can form a sense of community through social activities they wouldn’t be able to enjoy in their smaller apartment units. As one of the consequences of global lockdown has been greater social isolation for certain groups, we believe similar initiatives will be replicated in many cities on the long term. Narrowing our focus to individual homes, we see consumers paying special attention to brands and products that improve physical and mental wellness inside their household. While this behaviour is not new, we expect it to accelerate as a consequence of the pandemic, with people being more aware of sanitation guidelines, and more attentive to the direct relationship between their environment and their health. GUNRID - The air cleaning curtain from IKEA Today on Vimeo. Yet, this increased scrutiny of products doesn’t stop at health considerations; it extends to entire product lifecycles. For many consumers, wellness is not complete without knowing that their consumption is not damaging the environment. Upcycling by design - the act of turning waste or abandoned products into new products of environmental value - is rapidly gaining traction. And for many people, a singular focus on sustainability is no longer enough to tackle climate change. They want to fill their homes with products that do not have a burdensome effect on the planet or the surrounding community and they expect brands to be climate positive by offsetting the emissions they create. As consumers become increasingly conscious of how the products they bring into their homes are produced, transported, packaged and recycled, we expect they will choose brands and products that do good by design. To stay relevant on the long term, brands will have to earn their places in our eco-conscious spaces by demonstrating their values alongside their value. This article is excerpted from the new Vizeum report Future of Home. Download it now for key insights on the trends shaping the home revolution. div.iframe{ text-align: center; } Content 2 1199 The Homes for Good revolution is afoot. Homes for Good means looking beyond the utility and monetary value of the goods we purchase to also consider the cumulative impact of our consumption decisions on our communities, our personal health, our wellbeing, and our environment. This broader examination of lifestyles extends from the cities in which we reside to how our homes function, to the means by which products are delivered to us. It breaks with the view that negative externalities such as pollution are unavoidable evils of prosperity, and explores ways to embed goodness by design in our daily lives while supporting economic growth. For instance, in 2019 the New Zealand government introduced its first wellbeing budget which recognises that the success of the nation cannot be solely captured by short-term GDP variation, and needs to include the long-term impact of social and environmental policies as well. When thinking of Homes for Good, the obvious first aspect to consider is the way our homes are built. According to the International Energy Agency, the residential sector accounts for 20% of final energy consumption. Cement production alone reportedly accounts for eight percent of global CO2 emissions each year. With growing urbanisation forecast over the next decade, city officials and architects are under pressure to make biodiversity a central supporting element for the wellbeing of city dwellers. Content

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Home as New Frontier

Home as New Frontier

Over the last few months, the COVID-19 pandemic has massively disrupted the world as we knew it. Every person has been directly or indirectly affected by the virus or its consequences on our lives, our relationships, our freedom of movement and our economies. The extended confinement periods enacted by most governments across the world led many of us to take a fresh look at the way we live our lives, from the importance we give to family, to the health-related decisions we make, to the homes wherein we live. As people reevaluate their homes - not only looking at the roof under which they sleep, but also the planet where they live, the neighbourhood where they belong, the goods they purchase and the technology surrounding them - the pandemic introduces its set of contradictions and trade-offs, often acting simultaneously as a catalyst and an obstacle to pre-existing dynamics and behaviours. Environmental change is possible, but will it prevail over short-term challenges? The COVID-19 pandemic has even further exposed the world to the impact of human activity on pollution. In early April 2020, as people were confined in homes, daily global CO2 emissions decreased by 17% compared to the mean 2019 levels. With several studies observing strong correlations between air quality and the number of deaths from COVID-19, it has never been more urgent to reconsider our ways of living to limit the impact on our environment. However, while the prospects of cleaner air and fauna returning to cities offer hope for environmental change, it is unclear whether this trend will survive immediate concerns. In early June 2020, as many countries started lifting their stay-at-home orders, worldwide CO2 emissions rebounded to within 5% of mean 2019 levels. We have also seen millions of single-use masks and swabs produced, raising concerns from conservationists about the long-term impact of medical waste on the environment, especially on oceans. Global lockdown urges us to rethink how cities operate. In 2018, the United Nations predicted that by 2030, there will be 43 megacities across the globe, and that by 2050, about two-thirds of the global population will be living in cities. Although dense urban development reportedly leads to less urban energy use overall, the pandemic showed that metropolises are also the places where restrictions on movement are felt most keenly. The fear of contamination, the realisation that technology can now fully support remote working, and the search for a better quality of life have compounded the existing housing affordability crisis, leading to a renewed interest in rural and small-town real estate. However, with long-term global urbanisation unlikely to reverse, urban planners now need to factor both environmental and public health considerations even deeper in the design of tomorrow’s cityscapes. Connectivity and technology are both more important than ever, and at the heart of new concerns and controversy. Technology has undoubtedly played a critical role in making confinement more bearable over time by enabling people to connect with family and friends, entertain themselves and their kids, work from home and resupply essential products without leaving their homes. Technology is also playing a growing role in reopening countries, with many governments calling for their citizens to use mobile tracing apps to help contain the risk of infection and prevent the need for total lockdowns. However, the ubiquity and increasing dependency on technology has raised growing concerns among populations. When 5G networks adhere to guidelines from the International Commission on Non-Ionizing Radiation Protection (the international body assessing health risks of radio broadcasts), there is no scientifically substantiated adverse health effect for people. Despite this, many fake stories about 5G health risks abound online, some even directly linking 5G masts to the COVID-19 outbreak and leading to the destruction of infrastructure. The utilisation of tracing apps is also subject to controversy, with privacy watchdogs raising the alarm about the surveillance risks they pose. Aditionally, as more smart devices find a place in the heart of our homes, many people have mixed feelings about the data we need to share online in exchange for convenience. Personal space and time are being redefined. As the safe space to wait out the crisis, the home has become increasingly central to personal identity. Research conducted by IKEA in 2019 revealed that, although 70% of respondents saw privacy as important to enable personal growth, 23% were concerned about not getting enough privacy at home and 27% said the need to take care of others was the biggest barrier to achieving privacy in their home. Today, as kitchens have been turned into offices and living rooms into classrooms, many of us are learning to be comfortable with letting colleagues, bosses and teachers virtually into our homes, daily. We can reasonably assume the frustration around the lack of privacy expressed in the survey has sharply increased. Therefore, rethinking spaces to create an environment wherein every member of the household can thrive becomes paramount. What is true for our relation to space is also true for our relation to time. With home becoming a much more fluid space and the lines between work, family and social life becoming increasingly blurred, such strategies as timeboxing the day to maintain a healthy work/life balance or converting commuting time into exercise/self-care moments are crucial for our physical and mental wellbeing. Home is in the midst of a metamorphosis that was underway well before the COVID-19 pandemic. Yet, the crisis has underscored our rediscovery of the home's central role in our daily lives. Today, with consumers spending more time in increasingly connected indoor environments, the home attracts a renewed focus from brands. The new Vizeum Future of Home report examines some of the key trends at play in the home sphere and what they mean for brands. It serves as a guide for marketers eager to make the most of the home opportunity. Download Future of Home now for key insights on the trends shaping the home revolution. Content

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CROSS DISCIPLINE COLLABORATION THE KEY TO ACCELERATING POST COVID GROWTH

CROSS DISCIPLINE COLLABORATION THE KEY TO ACCELERATING POST COVID GROWTH

Paul Wilson, Global Head of Strategy The COVID-19 pandemic has prompted brands - and their customers - to change the way they operate overnight. A global pivot is underway as brands embrace new business models and new ways of engaging customers. To help navigate this changed landscape, Dentsu Aegis Network took a deeper look at how the COVID-19 pandemic is impacting our clients’ business plans, how they have been responding to this unprecedented situation, and how they envision the post-COVID-19 future. COVID-19 has had a dramatic impact on businesses – with 75% of companies rating the impact a 7/10 or above. If we are to derive one truth from the survey of 700+ clients across 36 markets, it is that the pandemic accelerates brands’ transformation, especially regarding their digital capabilities. The Immediate Business Impacts The impacts have been short term – declining sales and lack of liquidity being the most oft-quoted immediate challenges by survey respondents, closely followed by reduced footfall and marketing challenges. Looking ahead to Q3, GDP growth will largely depend on the speed and shape with which restrictions are eased, but consumers’ health concerns and perception of risk will also be crucial. If voluntary social distancing continues, the global recovery could be slower than anticipated. Few economic predictions see an immediate V-shaped recovery, and the impact on businesses is going to be felt over the long term. Businesses are already making more longer-term plans and reallocating their budgets elsewhere – particularly if they had invested in a major event that has been postponed. Acceleration of E-commerce, Content and CRM Recessions bring uncertainty, which creates new routines and accelerates trends that were already evident before the crisis.  Specifically, we are seeing clients accelerate their investment in e-commerce. The same is true for Content and CRM. Striking the right tone is critical in times of crisis. More than half (55%) of respondents have adapted their content to respond to the consequences of the pandemic. Additionally, the pressure to get closer to customers increases. With media budgets under pressure, many marketers have renewed attention to their existing customers, accelerating their investment in CRM (32% of respondents increased their CRM activity, and 45% believe they will need to invest in CRM on the long term). Across all of these areas greater organisational connectivity is required. These areas don’t sit and operate in isolation.  E-commerce requires sales, marketing, and logistics to be better connected.  CRM needs to be connected to data and to paid media and the new channels used in e-commerce and CRM require different forms of content and creativity. Retail and Home Reimagined But just as these channels don’t operate in isolation, the impact of this crisis is felt across multiple areas. With lockdown and all but essential brick-and-mortar stores closed, people are spending significantly more time at home and altering their purchasing habits, resulting in a reinvention of retail and a reimagination of our homes. This trend has been amplified and accelerated by technology. We are seeing a radical alteration in how people across the world shop. The big question is how many of these new behaviours are here to stay? The expansion of home delivery and an entirely online path-to-purchase is speeding up the transition to e-commerce. Similarly, retailers are being forced to upgrade their digital engagement, bringing customer service online and experimenting with new channels like shoppable live streams. In parallel, the home has transitioned to a polymorphous space becoming the primary – and for many, the only – venue for life’s various activities: work, learning, downtime, shopping, fitness, dining, rest, childcare, socialising, creativity, romance, cultural nourishment. Yes, the home has always been a multi-use space, but consumers will now demand a whole lot more from their four walls. Recommendations for brands In the short term think about how you can help people thrive in the polymorphous home. How can you help them enjoy everything they loved outside but in their home? Consider the impact of an impending recession on spending habits and which of these trends will stick as people cut back on non-essential expenses, swapping gym memberships for online workouts and restaurant meals for dinner parties. Drive greater connectivity across your organisation with particular focus on the intersection of commerce, creativity and CRM. Review your current capabilities to support the above and identify key gaps to be filled. Remain agile and alert to new opportunities and trends – or adapt your processes to become more agile and responsive. Read the full report:    The Reality of Recovery: A post COVID-19 World

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Vizeum - 2020 Case Book

Vizeum - 2020 Case Book

More than ever, the world is disrupted by changes in the social, economic and environmental spaces. The speed and magnitude of the transformation are unprecedented. In the past year, we have seen how the balance is fragile and how things can turn around. From Brexit to new political agendas in most of the BRICS. From the Coronavirus to the environmental crisis in the Amazon or Australia. From the concerns around digital privacy to the rise in mass urbanization in Djakarta or Dar El Salam. What we believed to be stable factors have become volatile variables, and even when they are local, they create concerns globally. We now feel for real what Thomas Friedman stated a few years ago: a world becoming more and more hot, flat and crowded.   We are delighted to share with you our latest growth stories from across the Vizeum network.  You’ll read about improving digital advertising: from using AI to enhance the prediction of what customers might buy next to the creation of a TV show - which embedded a brand into the local culture. Lastly, you’ll learn how we championed female investing, closing the financial gap between men and women. These stories demonstrate how we are using media in new and exciting ways to accelerate the growth of our clients. And, we are proud to show how our attitude and approach is shared across the whole Vizeum network to produce a range of work that covers a variety of different markets and sectors.   Download today to view fifteen stories from across the world that may help spark change in your business today.

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VIZEUM LAUNCHES SPARK

VIZEUM LAUNCHES SPARK

In Cannes last year: Vizeum hosted their very own Dentsu Aegis Dragons' Den style event showcasing our new Spark start-up engagement programme. 3 start-ups were invited to step into our start-up den to win over our dragons with their best ideas on how digital can empower society. The event - hosted by BBC worldwide reporter Lucy Hockings – featured our very own Dentsu Aegis Dragons headed up by David 'Shingy' Shing, AOL's (self proclaimed) Digital Prophet with Vizeum's Global President Thomas Le Thierry, Gabrielle McGee of the Tory Burch Foundation and our client Maggie Dehler from Fox completing the jury. Our start-up line up included; Cluep, SUPA A.I and Smartzer who all had a mere 5 minutes to win over our jury. A brave challenge to take on! Cluep pitched their text analysis and image recognition engine as a solution to higher levels of civic engagement. By targeting people based on what they're sharing and feeling it could enable governments to better connect with people empathetically and emotionally. Smartzer pitched their clickable, shoppable and interactive videos as a digital solution to enabling clickable donations for charitable fundraising via video content. While SUPA A.I pitched how their apparel digital sensor could facilitate the largest vault of digital health data for GenZ, in turn empowering scientists to find solutions for major health issues. SUPA A.I was crowned the winner with their potential to positively impact future health outcomes. Check their products out here if you're interested in being SUPA'd! You can view the full event video here on the DAN Facebook page.

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