LSN : News : Stat: Cost of living crisis hinders physical activity for English adults

Motionsleep AI-powered pillow takes on snoring

Motion Pillow by 10minds, South Korea

South Korea – Seoul-based 10minds secured the Best of Innovation Award at CES 2024 for its Motion Pillow, a high-tech response to snoring troubles, ensuring a restful night’s sleep. The pillow uses AI and motion-sensing tech to detect snoring, adjust head position with airbags without disturbing sleep, and record valuable sleep data for health insights.

The Motion Pillow is designed to reduce snoring by gently rotating the head between 30 and 45 degrees through the inflation of airbags when the user snores. According to a research paper published in May 2022 by professor D Andrew Wellman from the Sleep Medicine Department at Harvard Medical School and Professor Hyung-Chae Yang from the Otolaryngology Department at Chonnam National University, simply tilting the head by more than 30 degrees while lying down can effectively open the airway and reduce snoring.

The pillow uses a vital ring that accurately measures oxygen saturation levels to alleviate breathing discomfort. This data, along with analysis of users’ snoring and sleep patterns, can be viewed in the accompanying Motion Pillow app.

With added features like increased airbags, vital ring integration, circadian rhythm lighting and a space-saving charging system, the Motion Pillow emerges as a sophisticated, user-friendly sleep solution. In our analysis of the Sleep Enhancement Market, we highlighted several global brands that are turning to technology, sound and space in the search for the perfect night’s rest.

Strategic opportunity

Find inspiration in Motion Pillow’s data-tracking and sleep solution device that identifies the problem and actively works to solve it immediately. As data becomes the new currency, consumers will demand tangible results in exchange for using wearables, whether they be an Oura ring, a Zoe patch or sleeping on an AI-powered pillow

Bodycare brand Baude delivers clean beauty with a whimsical edge

Baude, US

US – Baude describes itself as a ‘disobedient beauty brand’. Unlike bodycare cosmetics targeted at specific concerns or skin flaws, Baude stands out with a scent-centric approach, focusing on pleasure and enjoyment of bodycare rituals. Founded by Opening Ceremony’s former art director Heather Rosenthal and her two life-long friends Monica Ha and Charlotta Hellichius, Baude’s initial product drop is named Darkwave Utopia, a body wash and lotion duo with functional fragrances. The invigorating scent is formulated to relieve tension, boost energy and provoke sensory awakening thanks to a patented technology the brand claims is proven to uplift the mood and elicit pleasure. Every season, Baude will release new limited-edition scents and collectable bottles.

Besides developing the ultimate bodycare for perfume enthusiasts, Baude aims to prove that clean beauty doesn’t have to be scientific and sterile, it can be sophisticated and edgy too. The Darkwave Utopia has a unique positioning in the market, combining a rebellious spirit with clean, science-backed formulations without sulphates, parabens or phthalates, and packaged in recycled materials.

Strategic opportunity

Businesses in beauty and other sectors offering clean consumer goods can take inspiration from Baude’s disruptive branding, cutting through the noise in the increasingly saturated clean product arena

Margot Robbie and Barbie upgrade merchandise with World Tour book

Barbie

Global – Margot Robbie, the star and producer of the Barbie-themed blockbuster film, has collaborated with her stylist Andrew Mukamal to create an exclusive book, Barbie: The World Tour. This 160-page tome, set to be released by Rizzoli on 19 March, offers an intriguing glimpse into the fashion world inspired by Mattel’s Barbie.

The book, priced at £43 ($55, €50), features never-before-seen images of Robbie channelling Barbie and captured by fashion photographer Craig McDean. In addition, it includes rare archival images from Mattel, designer sketches, Polaroid photos and more, all presented in collages by art director Fabien Baron. The book also includes personal insights from Robbie and Mukamal.

The book explores the intersection of fashion, film and iconic doll culture while simultaneously demonstrating the enduring power of merchandise and upscaled collectibles for younger consumers, which we explore in Browsing The Future of Bookshops.

Strategic opportunity

Barbie: The World Tour gives film merchandise a well-executed luxury spin. Businesses could take a page from this book and consider how to include archival and other exclusive material to appeal to young luxurians who are obsessed with collecting one-of-a-kind items

Stat: Cost of living crisis hinders physical activity for English adults

Dajlien collection by Ikea, The Netherlands

UK – A January 2024 Sport England report indicates that over 36% of adults in England are struggling to stay active due to the ongoing cost of living crisis, with deprived areas experiencing the most significant impact. The survey of nearly 3,000 people highlighted financial constraints as a major barrier, with 29% citing increased working hours as a reason for reduced exercise.

‘Individuals from deprived areas and lower socio-economic backgrounds are more likely to report negative effects on physical activity due to cost of living increases,’ states the report. Some 71% of respondents have altered their sports and activity choices during the crisis, favouring free alternatives like walking or cycling over paid memberships.

While the report underlines the challenges, Sport England’s chief strategy officer Nick Pontefract emphasises optimism. ‘While these headwinds inevitably impact all areas of life including work to increase physical activity and participation, the sector has been remarkably resilient and creative in sustaining opportunities for people to keep active,’ he said. ‘We also know there are plenty of low- and no-cost options for getting active, whether that’s running for free with Parkrun, using outdoor gym equipment that can be found in many parks or simply going for a walk.’

For more best-in-class case studies of commercial resilience amid rising inflation, head to our Cost of Living Crisis topic.

Strategic opportunity

As seen in Mass Movement, explore the development of free fitness alternatives using outdoor spaces. Consider partnerships with existing initiatives to encourage community engagement and raise brand awareness