LSN : News : Spotify’s latest campaign taps into visual-first Gen Z

Spotify’s latest campaign taps into visual-first Gen Z

Meu Spotify. Gostoso Demais by Spotify, Brazil

LATAM – Recognising the visually driven behaviour of Gen Z audiences, the music streaming platform’s latest campaign is putting a spotlight on its young subscribers. The campaign, by Brazilian media agency Soko, uses stop motion, 3D and 2D mediums to create animated films and out-of-home (OOH) adverts.

Aligning with familiar life stages of Gen Z audiences, the work draws on topics such as falling in love or sitting college entrance exams. Soko also chose to work with artists that are currently most popular with Gen Z in Latin America, including Fa & Fon, Fromm, Alexandre Louvenaz and Juan R Lage. Fabiana Falcão, design and creative director at Soko, explains the process of selecting artists, saying: ‘We searched from 2D artists to more experimental ones who speak to Gen Z’s maximalism and irony.’

In this way, Spotify tunes into the emotional narratives surrounding music, as well as important scenarios for this generation. By communicating a strong visual narrative, the platform promotes its audio content in a way that appeals to Gen Viz.

Strategic opportunity

Audio-based media brands, such as ones offering music or podcasts, should explore ways of using other sensory cues to promote their content to young audiences

A music rebranding fighting racial tokenism

UD. Identity by Templo, UK

London – Music organisation UD is redesigning its website, social media accounts and merchandise to ‘avoid the tropes of Black music culture’ and to combat racial tokenism. The rebranding, which was completed by digital agency Templo, aims to shatter the harmful stereotypes of Black music culture and embrace its contemporary aesthetic.

Due to the racial connotations of the word ‘urban’, which is frequently used to describe the music of Black artists, Templo changed the name of the company from Urban Development to United Development. Pali Palavathanan, the creative director of Templo, describes the project as, ‘a precious opportunity to readdress some of the preconceptions about black music culture and what people of colour want and need to see in the brand that represents them.’

The designers behind the rebrand drew inspiration from their own personal experience as ‘people of colour growing up on council estates,’ to inform the design. The result is a powerful example of Intersectional Design that recognises the subtleties of the subject at hand.

Strategic opportunity

Consider employing a Black-owned or Black-led graphic design studio to handle all race-related communications and campaigns

England’s new health strategy tackles gender bias

UK – In a bid to tackle the nation’s systemic healthcare issues, the UK government has unveiled a Women’s Health Strategy that aims to close the gender health gap. Part of the strategy includes an investment of £10m ($12m, €11.8m) for a breast screening programme, the removal of additional barriers to IVF for female same-sex couples, and improved specialist endometriosis services.

Across all healthcare needs, the strategy will also improve data gathering, research and women’s health-focused education and training. Through these measures, the strategy aims to address and rebalance the reality that women on average spend more of their life in poor health than men, despite usually living longer. ‘Our health and care system only works if it works for everyone,’ comments Steve Barclay, health and social care secretary for the UK government. ‘It is not right that 51% of our population are disadvantaged in accessing the care they need, simply because of their sex.’

While we’ve previously explored the brands stepping in to support women at various life stages, this government initiative sets an example to other global policy-makers who are hoping to advance and bolster Women's Futures.

Period-proof activewear by Thinx

Strategic opportunity

Private healthcare companies and telehealth brands must similarly strive to improve the quality of and access to women’s health. How might you take steps to raise awareness of women’s health inequalities?

Stat: People in the UK want to live in greener cities

Effekt Architects for Space10, Denmark

Despite the cost of living crisis and rising inflation, a report by YouGov reveals that consumers are still willing to sacrifice comfort and ease for sustainability. According to the survey, more than one in seven people in the UK would be willing to move if their home town or workplace don’t become greener.

Indeed, sustainability ranks as a top concern among many important life decisions. Nearly a third (31%) of those polled said they wanted to work for the nation's greenest company, while 44% said they wanted to live in the UK's greenest city. To help cities become more sustainable, respondents identified public transport as a key priority. According to the study, 41% of respondents believe that local public transport needs to be improved to reduce their neighbourhood’s carbon impact.

While many analysts are quick to assume that consumers sacrifice sustainability in the face of rising costs and prices, this survey suggests otherwise. Indeed, sustainability will soon become a key metric of Urban Wellness, as the climate crisis continues to affect our health and wellbeing.

Strategic opportunity

Employees want to work for green organisations too. How can companies help their employees implement sustainable habits and practices while working from home?