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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

4 min read
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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

5 min read
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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.

2 min read
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Norwegian Seafood Council Appoint Vizeum As Their Global Media Agency

Norwegian Seafood Council Appoint Vizeum As Their Global Media Agency

The NSC works together with the Norwegian fisheries and aquaculture industry to develop markets for Norwegian seafood. The NSC joins an already existing group of clients who have consolidated their global business into Vizeum with their global HQs based out of Norway. The account covers the following markets Brazil, Portugal, Norway, Sweden, UK, Spain, Italy, France, Germany, Hong Kong, Japan and Singapore and is estimated to be worth $5m globally. Kristin Pettersen, Director of marketing for Norwegian Seafood Council, said of their decision to appoint Vizeum: “Vizeum showed a level of competence that outdid their competitors. They have solid experience of leading both global and Norwegian client relationships and we shared a similar vision throughout the process. In addition, Vizeum are digital pioneers, and we want to learn from the best” Vizeum Norway have been smashing new business this year, building on a roster of large Norwegian global actors that Vizeum currently works with, such as Norwegian and Hurtigruten. Thomas Barrie, Director of Strategy at Vizeum Norway said of this key win: “We enjoy being able to excel in the competition of winning large global clients. The Norwegian Seafood Council reported back that their choice was based on the combination of our experience, our exceptional employees, our strong network, and a concept that has already proven successful.” For further information on this exciting new account won by Vizeum please contact Michael Nederlof on Michael.nederlorf@vizeum.com

2 min read